ABOUT

Ambitious ecommerce growth plans mean that we regularly update the Eastpak website with new features and functionality. Recently, we wanted to help Eastpak elevate the brand look and feel, with an emphasis on the premium standards of their new line of products and high fashion collaborations throughout the ecommerce journey.

ART DIRECTION

We recommended how to better highlight Eastpak’s premium products throughout the site, using video content and creating a showcase that elevates the product’s positioning online.

Product education is just as important as inspiration, so using aspirational lifestyle imagery was essential to the Eastpak website. Lifestyle imagery was highlighted and used in the end to end user journey; and not just on the Blog or Collections Page.

HIGHLIGHTED CONTENT

The site needed to look “less like a catalogue” and more like a website that inspires a lifestyle.

In our new re-design exercise, we have highlighted Eastpak’s Collaborations (like House of Holland and Jean Paul Gaultier) and new Limited Edition collections to reinforce the ‘now’ elements of the brand. This will help to elevate the perception of Eastpak and engage the ‘new trends’ driven consumers who appreciate uniqueness.

REAL-TIME ADVANCED SEARCH

We included News (apart from Products) in the SEARCH TOOL to increase the
chances of engagement through New Collections and New Collaborations with fashion
designers. We also improved the search experience applying an automate showcase of
results while typing.

INSPIRE AND HELP THE USER

Showcasing products where the user might have an “ended journey” like: Empty basket, Error 404, Empty Search Results page, etc helps to keep customers on your site. This feature aims to inspire and provide the consumer useful product suggestions.

PRODUCT DETAIL PAGE – MICRO UX

We improved the “more colours” thumbnails section by fixing it to the bottom of the page in all devices. This allowed the user to better visualise the colour variations of products through bigger thumbnails; a much more comfortable experience in all devices, especially for mobile.

We also created a design that could be variable for all different product types; from backpacks to suitcases to pen cases. This allowed Eastpak to better merchandise the product, educate customers and encourage the customer to click the buy button.

ICONOGRAPHY

We have created a bespoke collection of icons that highlighted product features. Creating a user-friendly and a visual-shopping experience. We also designed a second set of icons for the most iconic products and added them to the main navigation, drawing the user’s eye to one of the first important points of conversion.

RESULTS

Data date range - 1st November 2015 - 30th September 2016

- 30% LOAD TIME
+ 9% CONVERSION RATE
+ 50% TURNOVER ONLINE
+ 33% SESSIONS