Laying foundations for the next big marketplace
Dayrize is the UK’s largest consumer marketplace for sustainable products. It exists to make impact assessments more accessible, making it easy for both consumers and businesses to understand and ultimately reduce their environmental and social impact.
It came to DEPT® to create large scale awareness of sustainable alternatives to everyday products. To do this successfully, Dayrize needed web traffic that was affordable, qualitative and also scalable. We leveraged our proprietary technology, Ada by DEPT®, to creatively use data and machine learning and realise a flexible, data-driven website structure in just a few days.
Good for shoppers and the environment
To combat climate change, Dayrize sees the way we shop as an accessible first step for conscious consumers. Dayrize is a marketplace for sustainable products with the aim to bring consumption within planetary boundaries.
Transparent, accessible and easy to use. To set up a marketplace with eventually hundreds of thousands of products, you obviously need to generate quality traffic.
DEPT® advised to build a very broad content base on the site and to reinvest every pound earned in expanding this foundation. Paid channels would serve as an extra accelerator without becoming dependent on them.
Automated keyword analysis
The priority of products and categories in the marketplace is determined by their business potential. On the one hand, there are product groups frequently searched for. On the other hand, there are product groups with high margins and sufficient supply.
Considering these two factors, Dayrize determines which product groups receive a more prominent place within the website structure so that potential customers complete an ideal customer journey.
To understand potential search volumes, we asked our partner Google for help. They shared insights about trends and search behaviour surrounding sustainability topics in combination with the categories we focused on. This gave us a clear picture of the search intent: was there an explicit search for sustainability or was it an implicit search that explained certain behaviour? The latter turned out to be the case.
With the SEMrush Related Keywords API, we retrieved keywords and related search terms to determine which attributes are relevant to the search behaviour. We grouped these into a self-developed keyword cluster model consisting of Google’s BERT algorithm and its own machine learning algorithm.
BERT tested the keywords on 512 points and gave them a semantic score to group related search terms. Because of the size, there were also many non-relevant search terms, which we grouped with our own algorithm.
Data-driven decision making
Next, we formed the foundation of the website structure using the clusters and search volumes found. This normally takes several months to set up manually.
Now, Dayrize was able to determine its main categories, subcategories, landing pages and even filter options based on the business potential after just a few days.
However, automation replaces manual work, not creative thinking. Dayrize automatically and periodically receives a spreadsheet in which the main categories, subcategories, clusters, the number of keywords per cluster and the search volumes are reported.
Together with the stakeholders of Dayrize, this enabled us to make well-considered choices about the information architecture, website interaction elements and the most interesting products and product groups.
Commercial insights at scale
By applying and bringing together new technologies, we made a manual process unprecedentedly scalable. This not only serves findability and user-friendliness, but also creates commercial insights for buyers: which products are the target group looking for exactly and which are interesting enough for purchase?
Keyword research on this scale and with this accuracy would have been impossible without automation. We retrieved 38 million data points (keywords and search volumes) and processed these with Google’s BERT algorithm, supplemented with our own algorithm.
This saved Dayrize about 90% of the manual work (about €180,000 in hourly compensation on this scale), in just a few days. The result is a flexible, data-driven website structure that forms the basis of “the next big marketplace”, one focused on a sustainable future.
Director of Data, CRO & Insights
Conquering the biggest data challenge
Rituals was launched in 2000 and has grown into a must-have Home & Body cosmetics brand over the years. Rituals’ ambition is for continuous growth; increasing revenue in its primary markets (Netherlands and Germany), while growing in all its markets across Europe and the US. How? By improving its organic findability.
Duplicate pages: a true conversation killer
Each country has its own Rituals website, which is needed in order to ship the products to various countries. As a result, there are no less than 22 duplicates of the English website alone! It’s not great in terms of your SEO when you consider the large amount of duplicate content, significant fragmentation in authority and waste of crawl budget with more than one million pages. To give you an example, this is what happened in practice: people in France that used French search terms in their search ended up on a French website of Luxembourg. Due to duplicate content and incorrect hreflang tags which resulted in the wrong indexation. As a Frenchman, it wasn’t possible to check out on Luxembourg’s website version. In addition, if you switched countries on the website, the content of your cart wouldn’t automatically switch to the website version of the domestic country. And you end with an empty shopping cart: a true conversion killer.
Increasing revenue in its primary markets while growing in all other countries
In an attempt to solve this problem, we started a thorough rationalisation of all Rituals websites. This entails an extensive migration of all individual websites to one .com domain, focusing on “indexability”, “crawlability”, “authority” and “usability”. We kept the deadline of Fall in mind, so the rewards could be reaped in the winter season: the ultimate gift-giving season for Rituals.
Combining similar website pages together
Besides rationalisation, the right international tagging had to be added (“hreflang” and Search Console). And of course, each language had different countries and currencies. Because of the large number of pages and duplicates, Google failed to pick up on the pages in the way that it should have. The choice was made to make one version indexable per language/currency. The following considerations were taken into account:
- The link value of the duplicates could not be lost, which is why 301-redirects were moved from the duplicate pages to the main page.
- The pages that were to disappear still needed to be available for campaigns and check out, which is why duplicates of those pages were created. However, these duplicate pages aren’t visible in search engines. Consequently, a ‘disallow’ in the robots.txt (crawlability & indexability) and, for the completeness, a ‘noindex’ were added to the “new” duplicate pages.
The migration to only one .com domain led to several positive results:
- Greatly improved indexation
- Crawl budget much better spent
- Increased authority
- Check-out on the website they entered organically
- Revenue increased with 186% before Rituals peak season (winter)
Director of Data, CRO & Insights
Helping eBay start a conversation with the world
From Sydney to San Francisco, FEED/DEPT® partners with eBay to conceive, create, and deliver transformational digital campaigns at scale. Throughout eBay’s extensive online presence in Europe, North America, and Australia, we work across every digital touchpoint.
Our bespoke automation technology means that eBay can keep up with the ever-changing retail marketplace landscape, engaging customers onsite, through CRM, and on social channels at rapid speeds.
Engaging audiences worldwide
With over 170 million global customers daily, eBay needed an agency that could keep the conversation going 24/7 in seven different languages. They tasked us with creating a leading customer experience, executing ideas, concepts and designs that would engage their audiences worldwide. eBay wanted campaigns that were consistently relevant to each of their users, from seasoned sellers, to new buyers, to lapsed customers. And, they wanted to connect on an emotional level across multiple channels.
Not all customers are the same
In order to take eBay’s comprehensive conversation to the next level, we gained a deep understanding of the different customer journey paths that their platform provides. Through communications that speak directly to specific customer types like regular buyers, sporadic sellers, passionate collectors, or alternate makers, eBay could forge an intimate connection with each of them.
This meant they needed to generate personalised content and relevant experiences with their customer segments in mind, approaching them with seamless, responsive communication to drive revenue, retention, and brand loyalty.
Our DEPT®/Creative Automation tools allow us to create multiple cross-channel communications for various eBay audiences. At the click of a button, we can generate thousands of creative variations from just a few inputs. Automated asset production allows us to tailor messaging to each individual customer segment, and iterate on the messaging quickly based on performance data. Our tools make it easy to adjust copy and design, so that we are always producing hyper-personalised content that truly resonates with eBay customers around the world and at every stage of the user journey.
Hundreds of campaigns monthly
By streamlining the creative process with technology, we create over 200 monthly campaigns in multiple languages for eBay. We are able to convey their unique brand voice and articulate their values consistently to millions across global regions. Through personalisation at scale, we talk to the specific needs of every customer and build meaningful relationships between eBay and their users that drive significant engagement and amplify conversion. Our approach ensures that eBay remains a household name that informs, inspires, and moves at the speed of retail.
Managing Director – Canada at FEED/DEPT®
The ultimate knowledge acquisition on Amazon
Founded in 1919 and with about 60 million sales each year, Electrolux has been a consistent global leader in manufacturing home appliances. With 52.000+ people across 61 countries, the company turned to FACTOR-A/DEPT® to help train their teams to maximise its Amazon e-commerce channel performance.
The challenge: varying degrees of knowledge
Upon working with FACTOR-A/DEPT®, Electrolux recognised that their internal stakeholders had varying degrees of knowledge about Amazon. Amazon is a fast-evolving and complex world that requires a thorough understanding in order to be leveraged fully. Therefore, building up a consistent knowledge base across the entire company was necessary in order to achieve well-rounded success in every aspect of Amazon.
The solution: a concrete teaching tool
FACTOR-A/DEPT®, as Amazon experts, developed an entirely new way of working with Electrolux to ensure a uniform transfer of knowledge with the most up-to-date information on Amazon and transparent, flawless communication across the board. They worked to offer Electrolux a personalised Vendor Academy that serves as a concrete teaching tool for both current employees as well as for onboarding new employees.
The Electrolux Vendor Academy
To help Electrolux master the main topics, FACTOR-A/DEPT® developed learning materials with personalised topics.
FACTOR-A/DEPT® held 18 live sessions in two time zones and even helped Electrolux to develop an internal learning academy with complimentary promotional materials. All the sessions were recorded, so that every participant has the opportunity to re-watch them at their own convenience.
Minutes of live streams
The Electrolux Vendor Academy consists of a combination of pre-reading materials, learning videos, online sessions and practical workshops on the topics of Content Optimisation, Search Advertising and Amazon Performance. Learning incentives are created through the notion of gamification: each topic is addressed at different levels – from basic to advanced to expert. Participants must successfully complete a quiz to advance to the next level. Upon successful completion of all levels, they have the knowledge to achieve performance excellence on Amazon.
The Academy brings all learning material on Amazon Marketing into one place with depth on each topic, yet it is still easy to navigate and understand.
Patrik Bälter, Consumer Conversion Director, Electrolux
Made for years to come
FACTOR-A/DEPT® developed the Amazon Academy tailored to Electrolux, keeping in mind their specific business needs on Amazon. It is a flexibly built tool that Electrolux can continue to leverage for years to come. In addition, the Academy covers fundamentals that will remain relevant over time and can be easily updated as changes in Amazon develop.
The development of the Electrolux Amazon Academy left not only the participants, but also the experts who created it with a new level of Amazon knowledge. The first of its kind, the Amazon Academy became a framework for knowledge transfer both from FACTOR-A/DEPT® to Electrolux, and also internally within Electrolux.
Electrolux’ Amazon Academy is helping us drive organisational learning at scale across our global marketing community, to execute world class marketing on Amazon.
Patrik Bälter, Consumer Conversion Director, Electrolux
What began as an interactive, flexible 6-month program for Electrolux employees around the world soon became a fixture in the company’s internal Learning Management System.
The Academy proved to be an extremely valuable tool for Amazon knowledge transfer and has paved the way for many future brands to obtain the fundamental Amazon knowledge they need for success.
Head of Consulting & Strategy, FACTOR-A/DEPT®
Supporting NFT commerce at scale
SPIN’s iconic covers have been a collector’s item since the magazine’s first issue in 1985. In today’s digital world, fans are looking to collect these pieces of culture in a new way–via NFTs.
SPIN partnered with DEPT® to create a carbon-neutral NFT marketplace to sell, auction, and re-sell their covers and other art assets. In doing so, SPIN became the first major music media brand to make its full content archive available with NFTs.
New opportunities for engaging with music fans
SPIN owns 36 years of iconic photography, covers, videos, and other rare media.
These assets have been appreciated and valued by magazine subscribers for decades. But like many publishers experimenting with NFTs, SPIN realised that they could extend the value of their storied intellectual property to even more fans through digital collectibles.
Working with DEPT®, SPIN set out to make its limited-edition covers and other memorabilia available for digital ownership, giving fans the opportunity to own a piece of art symbolising their favourite musicians.
The company hoped to continually release fresh NFTs on a regular basis to fuel regular engagement with images, collector packs and unreleased content.
Removing the barrier to entry for newcomers
SPIN’s NFT marketplace is to make its full content archive available with NFTs.
SPIN’s NFT marketplace was built with Algomart, an open-source platform on the Algorand blockchain created by DEPT®. Because blockchain technologies are still very new, the complexities and required expertise make starting from scratch with NFTs extremely difficult and costly.
Algomart gives SPIN an out-of-the-box solution that makes it easier for them to enter the market, and have the control to make a bespoke offering with a tech stack that can scale as their marketplace grows.
And, using Algomart, end-users can purchase or bid on SPIN NFTs without converting USD to crypto. In this way, it feels a bit like a typical eCommerce store. The marketplace automatically creates a wallet on behalf of its users and a custodial wallet. This makes it easier for users since they don’t have to manage additional accounts or download a new application. Instead, they have a pin number that grants them access to their NFT.
Perhaps most importantly, it was very important to the team at SPIN to be able to accelerate the sustainable advancement of the NFT space. Working with Algorand gives SPIN an ESG friendly and energy-efficient technology to launch their NFT marketplace.
This will both unlock the enormous value of these assets and do so in a more environmentally sustainable way.
Being able to launch an NFT storefront quickly and easily allowed SPIN to experiment with NFTs without devoting too many resources to its creation. Having tested the market, they can now continue to release NFTs to their devoted fanbase.
It’s an easy entry point for fans to begin to collect scarce digital photography and memorabilia while providing artists a way into the space.
Jimmy Hutcheson, CEO of SPIN
Launched at SXSW 2022
SPIN unveiled its NFT marketplace at SXSW 2022, with an inaugural auction featuring a Machine Gun Kelly cover. Additional covers, as well as art pieces, will be placed up for auction over the course of 2022.
Down the line, SPIN hopes to provide unique value-added experiences for NFT owners like physical art galleries, events, and experiential installations. Over time, the NFT marketplace will expand to feature a selection of artists and personalities curated by SPIN.
“We’re excited to introduce these famous pieces as NFTs. It’s an easy entry point for fans to begin to collect scarce and coveted digital photography and memorabilia while providing artists a way into the space,” said Jimmy Hutcheson, CEO of SPIN.
Global SVP, Engineering & Technology
Merging KFC’s iconic brand with unparalleled convenience
As KFC’s creative technology partner since 2019, we’ve created an omnichannel digital transformation for one of the world’s biggest and best-loved restaurant brands.
We not only overhauled their digital strategy from a creative perspective but also helped build out their new technology – earning one of their Yum! STAR Awards for innovative digital experiences along the way.
Most quick-service restaurants treat their websites as purely transactional moments, assuming that consumers are already converted and ready to order.
For years, KFC was no different.
They let third-party delivery services handle most online orders, while they prioritised in-person experiences to reinforce their brand.
But consumer expectations have been shifting rapidly. They demand more convenience and personalisation than ever before, expecting brands to meet – and exceed – their needs online and on the go. With estimates that quick-service restaurants will be 54% digital by 2025, KFC needed an agency partner to help bring their southern hospitality into the digital age.
They tasked us with crafting an industry-leading customer experience, both in-person and online, that would embody the warm, irreverent personality of their brand while pushing them ahead of their quick-service competitors.
Combining Colonel charm with speed
From innovative drive-thru experiences to a completely revamped website and mobile app, we aimed to help KFC sell more finger-licking chicken by fusing the charm of the Colonel with the speed that modern consumers crave. We used insights from consumer research to overhaul the brand’s entire digital approach.
This meant developing new strategies for their menu architecture and photography, elevating their brand with copy in the Colonel’s unique voice, and delivering both creative and technological support for their new best-in-class experience.
We also created a dynamic design system for a future-proof platform that could scale their brand consistently across all channels.
A convenient and fun website experience
Through insight-driven personalisation, we created an online and mobile experience that was not only more convenient but also more fun.
We added customisation that allowed customers to reorder their go-to favourites again and again, along with a recommendation tool to inspire new cravings based on previous purchases and behaviours.
An app that connects online and in-person experiences
We built KFC’s mobile app from the ground up, creating more connectivity between online and in-person experiences.
New features include progress bars, which help consumers track the status of their orders, and digital ticketing, which enables more seamless pick-up and drive-thru.
We leveraged the brand’s strong visual identity to build a scalable design system with KFC’s personality infused into every element, from the typography to the overall Americana feel.
We also used the brand’s iconic red in tasteful moments that livened up the experience, like key CTAs, and dialled up the deliciousness with close-ups of flavourful food to inspire craving and encourage discovery.
+13% increase in same-store sales
Our partnership has driven large-scale growth for KFC in the US. By designing a more frictionless online-to-offline experience at drive-thru and pickup, we contributed to a 13% growth in same-store sales over a two-year period (2019-2021).
Meanwhile, by reimagining KFC’s website and app experience we contributed to significant digital sales growth while bringing the unmistakable brand personality and voice of the Colonel into new digital territories.
The team also received a Yum! STAR Award for innovative digital experiences.
Head of Marketing US
A new perspective on digital transformation
Available in over 600 stores across the globe, Muuto’s contemporary design ethos reflects the enduring aesthetics, functionality and craftsmanship of Scandinavian design tradition. The Copenhagen-headquartered furniture design brand turned to DEPT® to leverage Optimizely technology and help it drive digital transformation to deliver an enhanced customer experience.
Muuto is a suitable name for the Danish design house. Translating as “a new perspective” in Finnish, Muuto aims to continuously seek out, embrace and create new perspectives via their designs and aesthetic expression.
Muuto’s products have been successful in Denmark and across the globe for a long time. With a steep growth curve, it became necessary to streamline both external and internal processes to further scale internationally and achieve its ambitious growth targets.
This ambition to make it easier to do business with Muuto, as well as working smarter, kickstarted a comprehensive digital transformation, which started with the development of a B2B platform.
At the core of the project was creating a balance between Muuto’s strong brand identity and a personal, frictionless and efficient customer experience, all to ensure the best possible partnerships.
DEPT® was brought in together with design studio Norgram and IT consultancy Immeo. In close collaboration with Muuto, a scalable solution was built, bringing to life the vision of launching “a new perspective” on a strong platform and tool.
Digital transformation begins
Our collaboration with Muuto began with a strategic pre-analysis, covering the overall goals for the future platform. As the aspiration for digital transformation was central, this process enabled Muuto to prioritise what was to be developed short-term as well as long-term.
This resulted in a centralised digital solution that enables easy access to information, self-service tools and an intuitive online shopping experience for B2B customers.
The solution aims to provide an experience of Muuto’s products as near to real life as possible, through strong imagery and an advanced product configurator, visually communicating tactility, materials, colours and geometry across its full product range.
Through customisation of materials and colours, the configurator offers more than 100,000 different options, allowing B2B customers to utilise the tool in-store, and to pre-configure all combinations according to need.
Exploring products in an extraordinary way
Through the entire process, the focus was on the end user, enabling them to explore and access Muuto’s products in an easy but extraordinary way.
The solution was channelled into three different sites, to enable personalisation of the experience, and to meet the different needs of all Muuto’s target groups. Ultimately, the core objective was to deliver exceptional customer service across its three core groups:
Designer and architects
A toolbox targeting designers and architects looking for specification tools, information and inspiration, which can be accessed without user-login.
A partner platform for wholesale customers, which requires a login, whereafter the user can order products online, access a personalised dashboard with order details and contacts, as well as segmented product views and inspirational content.
A brand site targeted at consumers and filled with inspiration, in line with the brand and the rest of the site.
Digital recreation of brand values
Over the course of two years, DEPT® supported Muuto in its digital transformation.
The result? Sites to service both B2B and B2C customers, built on Optimizely, which not only centralises all of the user’s information and enables online ordering, but also makes it easy for content editors to access and update content based on different offerings and seasonal changes. All of the websites include a next-level product configurator.
Offering a simple but powerful solution that elevates the user experience and customer satisfaction, the new tailored website has been off to a flying start:
- 20% of the turnover in the regions on-boarded has been put into the platform
- Muuto has experienced a massive decline in bounce rate on the site, and the overall relevance has increased
- Muuto’s customer service enquiries on recurring trivial questions have decreased, freeing up time and resources for further development and improved service
- The site and tool can be used for other projects, such as in virtual sales meetings
Muuto’s core values and exceptional customer service have been digitally recreated and elevated, striking a balance between practicality, elegance, and branding principles, with the help of DEPT®.
Through the new Partner Platform, which meets the needs of all the different collaborators and customers, Muuto has fulfilled the ambition of introducing “a new perspective” in a digital world, mastering the digital transformation.
“I am proud of what we as a team have achieved. We set the bar high and ended up with a result that brings value to our customers and makes us work smarter internally – all in a strong, digital brand universe. We would not have succeeded without strong partners to challenge and guide us through the project.”
Tina Korshøj, Head of Digital at Muuto.
Client Development Director
Taking a retail giant into the world of TikTok
ASOS is a leading online retailer for fashion-loving 20-somethings around the world, but staying ahead of ever-increasing competition for an ever-changing and savvy demographic means a constant need to innovate. And then came Covid-19, taking away all those special occasions young shoppers would regularly hit up ASOS for new clothes anyway.
ASOS is the market leader in the UK but a challenger brand in the USA. In fact, in the American market there’s debate over how to even pronounce the brand name. For the record it’s, ”Ay like in play then sauce” – which we started off by including in our TikTok bio. With “sauce” being a youth expression for great outfit this then gave the heart of our TikTok challenge, “show us your A-sauce, B-sauce, C-sauce” i.e. your three best looks. Putting our brand name right, in a non-obtrusive but clear way, at the heart of doing what young people loved, showing off their new threads. Now we just needed to enable them to do this in a creative, brand-friendly way.
TikTok is a rare “sound on” channel, known for breaking some of today’s biggest hits, so we went “sound first” – crafting a bespoke track with KARM that gave the platform’s legion of creators a beat to cut their outfit changes to. In addition, we created an interactive “branded effect” that allowed creators to transition between outfits with hand actions (peace sign and hand palm) and flair. To get people participating we launched the “hashtag challenge” by working with 28 popular U.K. and U.S. Creators, such as @abbyrartistry, @estare, @elmo, and @lorengray, to kick off the challenge and provide inspiration for users to follow while also building the credibility of ASOS’ brand presence on the platform.
Users taking part
Globally, the campaign recorded over 1.2 billion video views in just 6 days, with 488,000 videos created and 167,000 users taking part, all of which exceeded expectations. On top of that, the creative achieved an engagement rate of 15.79%, well above benchmarks. ASOS commissioned a brand lift study for the campaign, and the results were also very impressive. The campaign achieved a 25% increase in aided brand awareness and a 10% increase in brand association with being “trendy.” Ad recall also saw a 50% increase.
Head of Marketing, Europe
From dark to light: a new e-commerce platform
The Italian brand Flos sells light; in the form of luxury design lamps, that is. Although it may sound exclusive and focused on a specific target group such as architects or interior designers, it is not the only audience the brand is aiming at. Flos is currently undergoing a transformation towards D2C (direct-to-consumer). For the first time, Flos is selling directly to customers rather than to resellers. Flos needed a new e-commerce platform that was thought out in the smallest detail to make this transformation successful. The brand chose DEPT® to bring a Salesforce Commerce Cloud platform and the complete Flos experience to life.
Flos (which means ‘flower’ in Latin), arose in 1960 from the idea to create objects that would change our way of living. Bringing light to life digitally is easier said than done; it is less about products and more about the experience. Due to the uniqueness of the Flos brand, it has opted for an ambitious direction regarding D2C and e-commerce. Together, we determined the strategy, which is built around the following three pillars:
Show me authenticity
Customers want to feel that they are buying something special. Customers want to be inspired and convinced by the brand, not only by the product.
Make me feel at ease
Customers want to feel that they can buy the complex, luxury product independently. The website must therefore be accessible and recognisable.
Give me a sense of touch
The biggest challenge in purchasing online is that the customer cannot see, feel or experience the product. The platform needs to get as close to that feeling as possible so that customers can make well-thought-out decisions..
Content as a ‘bold’ starting point
Flos had a strong foundation, ranging from a website to an Instagram account and magazines. These assets contained a mountain of valuable content, from beautiful photography to interviews with designers, videos and illustrations. It soon became apparent that content had to be the starting point, and that it had to be left in its original value as much as possible. As such, we didn’t put images in frames, but used the current ratio so that images in all shapes and sizes appear on the website. The brand is there for everyone, so imagery and expressions are bold. To radiate a certain degree of boldness, we implemented big logos in the footer which open and close as statements, and used big capital letters for page titles.
The website structure is based on different types of pages; from pages on which designers are featured, to Room pages where inspiration for every room in the house is shared, Story pages with information about new trends, and, of course, the product pages.
Bringing light to life
With content as a starting point, we came a long way, but hadn’t quite brought the experience of light to life. For that, we dived into physics. Light consists of three colours: red, green and blue. White light is only created when these colours coincide. We have taken this physical phenomenon as the basis for the entire colour concept of the website. What does that look like? When you land on the homepage it is dark, because you don’t have a lamp yet. Via red, green and blue pages (Stories, Rooms and Designers), you then end up at lighter pages, such as the shopping cart and checkout. Visitors actually go from dark to light when they navigate through the website. The gradient effect of light — the ‘noise’ that is always present — is also included in the design and visible in the background throughout the website. On the dark background, we implemented a light that follows the movement of the cursor. This allows visitors to illuminate parts of the website that they want to focus on. And while accessibility with such a visual style may sound challenging, the entire website adheres to AA accessibility guidelines.
We created the perfect balance between brand, design, content and e-commerce
Branded commerce with a unique experience
Over seven months from discovery phase to go-live, DEPT® has built a robust platform for Flos, creating the perfect balance between brand, design, content and e-commerce. The website is now also suitable for customers who want to buy a lamp in the store or from a supplier, and desire more information. This way, commerce and brand go hand in hand for Flos.
A look at the future
The D2C e-commerce platform went live in July 2021 in the United Kingdom and Spain, with other European countries following and the United States going live soon. Flos is part of Design Holding, which includes several labels; the challenge from the start of this project was to create a framework that can be implemented across these multiple brands, while enabling them maintain their unique appearance. With the underlying strategy, content as a starting point, and the role of light throughout the website, Flos has more than succeeded in creating a unique appearance. The current impressive D2C e-commerce experience shows that Flos enlightens. From dark to light. From visitor to customer.
A branded commerce experience
Patagonia is a family-owned apparel and outdoor sporting goods outfitter, rooted in sustainability. As a leader in eco-friendly business models, they’ve paved the way for others to reimagine their practices with sustainability in mind.
A brand that lives its values
For Patagonia’s flagship experience, we were tasked with crafting a design solution that brought its massive product and content library to life in a simple yet insightful way. For a brand that truly lives its values, it was vital that the user experience echo that; our challenge was to create a digital shopping experience that tells a brand story at every touchpoint.
A brand hub for activism & content
Being no stranger to storytelling, Patagonia has always maintained a strong voice. Our approach was to elevate this voice and bring it to life in a clear, simple execution while striking a balance between culture, business, and the environment. One that begs consumers to consider the impact of their choices—right down to the clothes they wear. The reimagined eCommerce platform serves as a brand hub for both activism and content, through a cohesive digital style guide, UX principles, and a consistent narrative. The experience invokes human emotion and rational understanding and is entirely driven by the brand’s mission. Most importantly, it serves both function and storytelling by not only selling clothes but transforming value systems.
This project called for a deeply collaborative process—one that demanded a unique agency-client partnership. We quickly embedded the Patagonia design team into our San Diego HQ and worked in tandem from concept to completion. This set the foundation for a longstanding, successful relationship that extends beyond the traditional boundaries of agency-client servicing.
Our team spearheaded the broader user experience while closely consulting with the in-house team at Patagonia on art direction, design systems, user testing and scripting. As the project progressed, we were given an additional opportunity to own the visual and strategic redesign of Patagonia’s brand initiative, The Footprint Chronicles. In doing so, we achieved a simple, cohesive design system that complemented the larger site.
Navigation & information architecture
A new navigation system considers the full scope of the consumer journey—from initial interaction to finding exactly what they’re looking for. We transformed the experience by organising content in a clear, logical way, and integrating relevant stories when appropriate. This gives products more context while seamlessly injecting the brand voice throughout the entire journey.
The new navigation prioritises the overall design’s larger goal for product and purpose-led storytelling through a simple curation strategy. An extensive library of cultural initiatives like Patagonia Action Works, The Footprint Chronicles, and more are properly showcased for easy discovery.
To maintain the simplicity of our design, we needed a powerful filtration tool that could optimize a complex product catalog. The end result was a floating, contextually aware action button that becomes the most prominent prompt on any page. This responsive UX pattern is designed for approachability and progression and successfully helps users browse.
It was essential that this experience was personalised and always relevant to the consumer. Our goal was to ultimately guide users to the best product for their needs in one simple flow. By implementing an in-line Q&A and product comparison overlay, we were able to help customers decide which product is right for them, saving them the hassle of toggling between product detail pages. As a result, users are directly routed through the sales funnel in one seamless UX flow.
The delicate balance between purpose and product truly came to life throughout our overall content strategy for this redesign. We set out to create a central system that could not only serve as a shopping platform but a brand initiative as well. In doing so, we were able to weave Patagonia’s passion and purpose right into each product story and keep consumers engaged in the brand, even if they were just looking to shop.
Since the launch of Patagonia mobile revenues have grown by over 25%
The delicate balance between product and purpose was the driving force behind our entire design system. Focus, clarity, and simplicity became our guiding UX principles, which allowed us to help Patagonia tell compelling stories—while maintaining both emotional feeling and rational understanding. We set out to strip away any excess that did not support our larger goal of one, centralised digital experience.
Constant collaboration between Patagonia’s team and ours—both designers and developers—resulted in a refined digital style guide, with a technical solution to support it. Each element of the redesigned system, from the homepage to navigation to our new product filtering system, was built into the style guide to the highest fidelity. As the project progressed, our development team was embedded into Patagonia’s tech team to offer seamless support in building out The Footprint Chronicles and Patagonia.com. From this, we built an intuitive content model within the Salesforce Commerce Cloud, while our frontend efforts produced a highly interactive site with meticulously rendered motion to tell The Footprint Chronicle story.
The Footprint Chronicles
What started as a partnership to reimagine a digital storefront soon became a collaborative consulting engagement. Our team was asked to help revive one of Patagonia’s transparency-driven brand initiatives—The Footprint Chronicles.
This story of sustainability needed to be told in more than one place, so we developed a system that would surface it in the shopping experience. An informative card structure highlights key details about a product’s carbon footprint to educate the consumer and drive brand purpose, perspective, and conversion.
Give people pause
In an effort to shift the consumers’ mindset, we used product detail pages as an opportunity to invite a bigger brand purpose. By gently educating shoppers on how products are made and the impact it has on the planet, we’re able to give them a moment to pause and consider their habits. In doing so, we can convert product seekers into purpose-driven shoppers, while telling meaningful product stories.
An immersive story
Our goal with The Footprint Chronicles was to first build empathy with customers, then drive action. Our content strategy and component design allowed us to tell rich, dynamic stories through interactive content that allows users to explore and learn. The flexibility of this design lets us not only educate consumers about the brand mission but impacts real change in the cultural mindset.
A call to action
Our overall strategy and goal for The Footprint Chronicles culminates into one simple storytelling structure. We start with why each aspect of our mission is important—why these points need to be made and stories be told. Consumers are then given an honest explanation of where we stand in this journey to make and see change. Finally, the brand’s commitment to what’s next. Where does Patagonia progress from here and what can consumers and every brand do to play a role in this shift.
Webby Award – Fashion & Beauty 2021
Webby Award – People’s Voice Winner 2021
Client Development Director
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