Transforming the Digital Strategy of one of Europe’s largest Tool Retailers
E-Commerce | UX Leadership | Product Management2014 - 2015After working several years freelance I was headhunted by the Marketing Director of FFX to take over the design direction of the brand.
I rapidly familiarised myself with the operations of my first large-scale commerce company and took ownership of transforming FFX’s online presence and digital strategy, leading to me representing and influencing the role of tech and marketing in the business.
Key Deliverables
Point-Of-Sale App, Branding & Marketing for the UK’s largest tool convention leading to the highest-grossing show to date.
The annual Tool Show brought nearly every major tool brand across Europe and the USA under one roof, open to both industry professionals and the public to demo and purchase new products.
POS App
Previous years used retail POS tills for purchases, leading to long queues and capping sales by time and customer patience.
I created a solution design and demo UI that utilised our online commerce inventory system, adding the Tool Show location and on-site stock as a new ‘inventory location’, and optimised it for tablet browser use.
This enabled a dozen-plus mobile POS iPads to be given to visiting brand reps and FFX colleagues to quickly take orders from visitors, generate a pick list for behind-the-curtain colleagues to prepare and a text/email to be sent to the customer telling them when and where their order is ready for loading into their vehicle.
Branding & Marketing
As the design lead for the business, after the exit of the Marketing Director, I took joint ownership of the marketing campaign of the Tool Show in partnership with the COO, reporting directly to the company owner.
I created a brand pitch deck including digital and physical marketing strategies and collateral, floorplan layouts to optimise customer experience and visiting brand presence at the show and bold venue decor to transform the event from years past.
Through a huge amount of hard work from everyone involved, the 2015 Tool Show generated 3x the sales of the previous year, contributing nearly 10% to total annual revenue, as well as generating a huge amount of word-of-mouth and social media activity leading to lasting brand recognition in the industry.
Huge Conversion Gains to the E-Commerce Store through an Overhaul of Information Architecture and UX Optimisations
Running off proprietary software with an adequate PIM system but no functioning CMS, the storefront was poorly designed leading to far below industry average conversion rate and very high bounce rates across all pages.
Starting with discovery with the Merchandising team, I defined completely new information architecture and tree structures for product categories and sitemap.
From here I put together a range of concept designs within the scope of our limited development resource, backed up by industry insights and e-com best practices.
In parallel, I optimised our content strategy with the content team and new Head of Marketing to make all new content and collateral agnostic of use-case; ensuring on-site banners and imagery, digital comms, social media, PPC and affiliate ads were fully compatible with one another.
After getting the backing of the CTO and SMT approval, we transformed the experience of the site and implemented the new content strategy. With our small team and limited resources, we made clever use of re-usable web components, a content template library for ads, newsletters and collateral and a production process/brand guide.
The results were phenomenal, halving the bounce rate on average sitewide with an even greater reduction on the homepage, a nearly 20% increase in sitewide conversion driven heavily by the new category architecture and landing/homepage templates, and significant process savings and output improvements in content production.
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