Old Whaling Company
Services
UX Design, UI Design, Site Refresh, UX Review
Platform
Miva
Role
Lead UX/UI Designer, Arctic Leaf
Opportunity
Old Whaling Company was seeking an elevated redesign of its website focusing on key pages like the Homepage, Product, and Category pages, as well as the 'Find Us' and Wholesale page. The goal was to create a clean and modern look for the bath and body product company.
The client was struggling to convey the mix & match bundle pricing feature on their previous website, and it was causing distrust among their customers as their products were appearing to be more expensive online than they are in-store.
Solution
The Homepage was redesigned to have a longer scroll layout, featuring large images that showcase the products and information on the site. The client has a popular Instagram account with stunning lifestyle photos that weren't fully utilized on their old site. By using a long-scroll design and big tiled images, the products can shine on their own, and also give the client the ability to regularly update their site's images to promote new & seasonal scents, holidays, and more.
Tooltips were added to the PDP (Product Detail Page) to show how the Bundle pricing feature works, and a 'bundle price' was added to the product cards to clear up pricing confusion.
Wireframes
Lo-Fidelity wireframes were created to ensure all necessary information was laid out correctly.
Before
After
Bundle Pricing
Showcasing the bundle pricing was the main issue Old Whaling needed to resolve for their customers. Tooltips were introduced on the product detail page (PDP) to clear up any price confusion.
By placing the bundle price next to the single price, it was easier for customers to see, and they could learn more about the pricing by hovering over the message.
Impact After Launch
Revenue has increased by 9.52%
2020-2021 YOY comparison
Exit Rate has decreased by 11%
2020-2021 YOY comparison
E-Commerce conversion rate has increased by 33.65%
2020-2021 YOY comparison
Bounce Rate has decreased by 15.39%
2020-2021 YOY comparison
