SKINS is the Australian sports brand, that invented compression gear. However their website was massively underperforming with a conversion rate of less than 1% and sales going down year by year. In order to bring SKINS to the digital era, we redesigned their multi store e-commerce platform. Further on we optimized SEO and SEM and created a CRM system, that allowed them to create more engagement with their customers. Launched at the end of 2015 the redesign resulted in an immediate increase in revenue of over 80% and more than 60% higher conversion rate.
The new concept was based on three simple statements: Drive, educate and inspire. Drive people and sales by making clever use of SEM & SEO together with a premium shopping experience. Educate customers and give added value by serving them with tips, tricks, coaching and nutrition support. And inspire them with true athletes stories and insights on innovation but also ethics in sports.
In a team of three consisting of a me as UX lead and director, a UX strategist and a UX designer we analyzed the previous platform, based on Google Analytics and VWO A/B testing. We first optimized the checkout procedure and then started to look at product pages as those were the weakest part in the funnel. We created new concepts and conducted rapid prototyping using Keynote, Axure, Invision and Sketch. This we tested and iterated.
We took the insights of our initial research and tests, to improve the information architecture to create a simpler and better way to navigate through the site. We separated e-commerce and content driven sections in the menu, and developed a flow that allowed customers to switch between sections organically.
The key user experience principle was to deliver a premium shopping experience. Therefore we gave special attention to image quality, product details, trust building mechanics, ratings and reviews, as well as micro interactions and animations.
The visual language was set to support the premium feel of SKINS products. Therefore featuring high quality images was key to create desire in our customers. Using only minimalistic design elements we gave those images space to breath. The generous whitespace, contrast and rythm in typography and layout gave the site and additional high quality touch.
UX Direction and Design: Duc Nguyen
UX Design: Rafael Quesada
UX Strategy: Paul-Claude Vary Kinney
Project Management: Julie Daniells
Brand Management: Christian Gut, Albert Pulver
Development: Nomads Amsterdam & Capetown