SMD Knitting, a leading knitting supplier based in North Wales approached Limely with plans for a new, exciting and user-friendly ecommerce website. They wanted to be able to provide the same user experience that their customers are accustomed to when visiting their store. The look and feel had to be perfect so we went that extra mile in making sure the brand shone through the design.
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We crafted a fully responsive Magento site that focused on usability
We wanted to create something that was creative, soft and also appealed to a wide audience, but most of all we wanted to create an enjoyable online experience from start to finish. Next, we sampled the colours from the brand logo and incorporated them throughout the site. Alongside this, we got creative with website elements including the stitching around the main call to action button, ‘shop now’. Don’t forget about the knitting needle fusing the main content and the footer together! It’s our favourite bit.
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Simply speaking, UX was the focal point of the project. With this in mind, we gave the product pages a multitude of filter options. Specifically, this allowed the user to sort by colour, brand, yarn weight, yarn tension, wool fibre, ball weight, yarn length and price. We felt that a granular approach was necessary considering the varying levels of user intent.
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Essentially, SMD Knitting knew how important it was to improve their social reach and indicated a desire to include social integration within the new site. A picture paints a thousand words after all! So, we created an Instagram feed that takes pride of place on the homepage. This ensures image content is regularly updated, providing a fresh look to the site every time a new Insta is posted.
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In an effort to retain online customers, SMD Knitting wanted to introduce a rewards system based on loyalty. This was also an effective way to grow their existing client database. We created a client login system that would track how many points the user earned which could then be used against future purchases.
Visit WebsiteWe implemented an expandable mega menu via the top navigation in order to improve the navigability of the site. It was important that we kept this element simple, as often too many options lead to a lull in conversion rates.
This allowed us to showcase various filter options and lower level pages, and by doing this we are able to facilitate the user journey.
They were very happy :)
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