CRO pilot uncovers ROI potential of over 3000%
JYSK is the largest Danish retail chain, delivering Scandinavian design with an extensive offering of household goods, such as furniture, mattresses, and home furnishings. Since being founded in Aarhus in 1979, JYSK has built an overwhelming international presence, operating in 49 countries with over 3,100 stores. This project was done for JYSK Baltics, which is a franchisee of the global JYSK corporation and operates in three countries: Latvia, Lithuania and Estonia.
The challenge: increase conversions
DEPT® and JYSK Baltics have been working together for several years, mainly focusing on SEO and paid advertisement. Recently, the company approached us to discuss how to improve their conversion rates. DEPT®’s Data & Intelligence team in Copenhagen stepped in to give these markets a helping hand and the extra boost they needed.
Our aim was to identify areas of improvement and provide JYSK with comprehensive insights backed by data. An initial analysis outlined that conversion rates were suffering, primarily due to post-covid shopping behaviour, a tendency to move purchases away from the website and back to the physical shops.
DEPT®’s mission was to find the biggest hurdles and opportunities in the user experience that we would be able to A/B test within the given period and budget, to bring JYSK Baltics back up to speed.
A thorough website audit
Adopting both a quantitative and qualitative perspective, we embarked on a meticulous CRO audit to pinpoint the most important areas for optimisation. Using Google Analytics for all data insights, we explored which pages revealed the highest drop-off rates and examined how users navigated the checkout. We also used Hotjar to help visualise some of the data we tracked in Google Analytics through heat maps, scroll maps and session recordings. Combining insights from both tools, we were able to identify small, but nonetheless significant bugs and uncover missed tracking opportunities.
Through a scrutinous inspection, we were able to provide JYSK with structured findings based on page types, usability issues and where the website deviated from best practices. This resulted in a backlog of dozens of ideas, helping us to identify where to start and what to test during the pilot phase. Finally, we prioritised the initiatives based on how quickly we could get the tests running and how much impact they would potentially have on the business.
The solution: learning through testing
By following the pivotal steps to highlight potential weaknesses in JYSK Baltics’ online sites, we were able to target our CRO efforts accordingly – using testing to do so.
We ran several tests on different areas on the website. These included high-traffic areas, such as the homepage, sitewide tests affecting all users and the checkout page.
With the help of Google Optimize to code and run the tests and Google Analytics to analyse the results, we were able to detect significant positive effects on a specific segment, namely desktop traffic, for two of the tests. Other tests revealed strong tendencies towards improving the user experience for mobile users.
Working with different specialists at DEPT®, bringing together designers, front-end developers and data specialists, we delivered holistic CRO support, from conceptualization, design, implementation, testing, and analysis.
The success rate of our A/B tests was above benchmark, at 50%. Even the tests that “failed” provided us with valuable data, so there is no real “loser” when it comes to testing – quite the opposite, in fact. The overall results were very promising (see below) and indicated a staggering 3000% potential return on investment to be gained from implementing the learnings.
Best practices validated
The audit phase revealed potential to adapt the site to some common UX and e-commerce best practices. While these still need to be tested, we could prove that some of these best practices work well for JYSK Baltics and that there is potential to make further adaptations in other areas of the website.
Desktop outperformed mobile in tests
The majority of tests during the pilot phase showed a stronger positive impact on desktop users. While websites often still focus on delivering the same experience across devices, analysing our tests for different segments has revealed that not one size fits all and concepts and designs need to be created with the end user’s device-specific needs in mind.
Tests focused on increasing transparency in communication and removing distractions were found to have the highest effects for JYSK Baltics, giving buyers a better user experience, which consequently leads to increased sales.
Another best practice is to ensure the user has a clear direction to follow in the checkout flow. So we removed almost all available clickable items within the checkout header and footer, keeping only what supported the user’s decision making (and, of course, the legally required items). This led to another significant increase in conversion rate for desktop traffic.
Close collaboration and multidisciplinary approach
A non-technical but nevertheless essential reason for the success of this project comes down to work processes and it is twofold: first of all, we worked in close collaboration with JYSK Baltics and were given a high degree of autonomy, which made the decision making process fast and pragmatic. Second of all, we took advantage of our internal team of experts to execute on the project from multiple perspectives, so JYSK could rely on us for the full range of expertise needed.
Want to improve your website’s conversion rate? Check out our CRO services.
Senior CRO Specialist
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 maximize 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 personalized 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 Optimization, 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 organizational 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®
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. 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—meaning that our challenge was to create a digital shopping experience that tells a brand story at every touchpoint.
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 organizing 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 prioritizes 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 personalized 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, centralized 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
Head of Marketing US
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
Tapping into the psyche of Xbox gamers
DEPT® teamed up with Microsoft Ireland on their social strategies and campaigns for Xbox Ireland, Surface, Office 365, and HR. Microsoft Ireland approached us initially looking for support in running their Xbox Ireland social media channels. The channels were facing a lot of challenges including a disengaged audience and no local context. So for this challenge we were asked to tap into Ireland’s unique gaming culture and to bring an Irish flavour to their channels.
Falling in love again
The Irish are passionate about gaming, however they had fallen out of love with Xbox Ireland’s Facebook page. Through a considered mix of localised and original content, targeted giveaways, and effective media campaigns we explored their loves, likes, and hates. Then, by tapping into their psyche, we were able to deliver a consistent and creative content schedule that continued to deliver engaging results.
Our strategy reinvigorated Xbox Ireland’s presence and reputation on social media
increase in followers
Getting the message out
Our content team at DEPT® work closely with Xbox’s EMEA team to ensure we are hitting all the right notes for Xbox news, releases and updates. Then we add the secret sauce of locally produced content to connect with our Irish based fans. From posting As Gaeilge, to capturing local events, filming our own gaming mishaps, and of course celebrating days like St Patrick’s Day we are well placed to ensure our fans get a thousand welcomes. We also produced a mini-campaign of All-Ireland 2017 inspired Xbox Design Lab controllers content to marry our fans passion for local GAA clubs and Xbox.
It’s essential to get the message out there and build interest. That’s why we support Xbox’s in-store and retailer activities with targeted social and PPC campaigns. By defining each retailer’s specific audience and interests we can tailor our message to generate great results.
We negotiated the murky world of influencers to pinpoint and recommend a number of Irish gamers to Xbox. Getting the right people is essential and if you are lucky enough to do so you will get content and enthusiasm that can’t be beaten.
A mixture of strategy and in-depth analysis resulted in an 42.7% increase in followers and 212.9k engagements in total on Twitter last year. Facebook saw almost 40k Irish Facebook users engaged, 19.8m impressions (13.1m generated without any paid media) and 148k engagements.
Sales Operations Specialist
A platform for the game-changers
Sony PlayStation revolutionised the gaming world with groundbreaking entertainment, revolutionary graphics and gameplay. It delivers unbelievable experiences and incredible adventures allowing players to delve into new worlds with access to whole universes in the palm of their hands. With a growing network of 80-million active users, Sony PlayStation is celebrated for its innovative products and services. Sony turned to DEPT® with the vision of allowing its global audience from all corners of the world to purchase their official merchandise.
Through integrating the range of digital expertise within DEPT®, the PlayStation Gear merchandising platform was born and released throughout Europe. CentreSoft, the UK’s leading multi-format specialist distributor of video games, contracted DEPT® for the project on behalf of Sony. DEPT® strategists analysed the logistics of the retail venture, whilst our creative and technical craftsmen designed and built a bespoke e-commerce platform that boasts a truly interactive online shopping experience. The marketing team optimises the website, ensuring optimal performance and search visibility for the brand new domain. Launch campaigns were executed to introduce the storefront, engage with target audiences and increase traffic.
Merging gameplay with online shopping
Collaborating with Sony PlayStation to design, build, and launch a new multilingual e-commerce storefront throughout Europe was a massive achievement for DEPT®. The entire build from wireframes and planning, through to coding and tactical implementation took less than 6 months to complete, as the project was expedited in order to be live for the world’s largest gaming conference, E3 Electronic Entertainment Expo, and to partake in Sony PlayStation’s annual ‘Days of Play’ campaign. The initial release of PlayStation Gear was highly successful and laid a solid foundation for continued growth.
High search visibility
Prior to launch, as a brand new domain, playstation-gear.com had no visibility on search engines. Using a range of tools to monitor site performance, conduct behavioural analyses and optimise accordingly, the website is now approaching 3 million sessions. Over 650, 000 sessions are from organic search and almost 500, 000 are from paid search, as a result of executing organic and paid campaigns; the channels work in tandem, ensuring PlayStation Gear is positioned in a prime position within the search engines.
Organic search reach
PlayStation Gear has grown in organic visibility for a range of brand, product and generic search queries since its launch. Each version of the multilingual platform appeared in over 2k core search queries which were instrumental in driving traffic and conversions. With over 650 root domains link to the website providing 76k+ backlinks, organic visibility is continuing to grow. In a single month alone, organic search has driven 82k sessions to the site.
Since launching in May 2017, PlayStation Gear has won multiple awards and is continuously praised in the gaming-community and over social media. Working in an agile way, under such a tight deadline, has strengthened DEPT®’s relationship with Sony and has led to a long-term partnership.
Executive Creative Director
Strolling into new ground
A platform migration, a new design, the implementation of a brand new content management system, all in just four months. This was the challenge DEPT® took on for the Dutch-based pushchair innovator Bugaboo. Through intensive collaboration, smart solutions, extensive knowledge of Salesforce Commerce Cloud and groundbreaking innovation, Bugaboo.com is now live. A future-proof, contemporary webshop.
Four months to launch a website in 26 countries
In June 2019, DEPT® started the migration of Bugaboo’s webshop to Salesforce Commerce Cloud. Since they have a global active webshop, their site could not be offline even for a minute. Additionally, the launch had to be accompanied by a global rollout in 26 countries to ensure that everyone’s child, no matter where they are in the world, can be transported in a cool, comfortable and customised fashion.
To ensure the short time to market and migration was possible, our team found a way between Bugaboo’s ambitions and those of the designers and developers involved, implementing new Salesforce Commerce Cloud technology, and meeting the hard deadline of Black Friday. Fortunately, unique features such as the brand new Page Designer tool, Livewords and customisation tools made the project a success. Since the brand offers a unique product that is configurable, this aspect also required customisation. For example, we developed a configurator with which a pushchair can be compiled by the customer.
The migration of their website and launch of Bugaboo.com is just the beginning of the partnership between Bugaboo and DEPT®. In the near future, we will be working on implementing interactive 3D models, optimising Livewords and Page Designer, and implementing new features such as being able to share made configurations. With these ambitions and plans, Bugaboo will continue to be a big player in the field of e-commerce in the coming years.
Beats by Dre
A new home for the Beats brand
The Beats by Dre brand is a multibillion-dollar company that owns over 70% of the market. An icon at the center of pop culture, its stamp on music and sports was cemented by legendary founders Dr. Dre and Jimmy Iovine. After changing hands through an Apple acquisition, Beats approached us to help pivot the brand in a different direction with a new digital flagship focused on building the brand while improving conversion and click-through rates.
Centered around the idea of moving at the speed of culture, the new .com acts as a channel where brand inspiration, product information, and the Beats community come together. Storytelling lives at the service of product, and product is brought to life through more in-depth information and cultural context. Editorial content, brand campaigns, and product stories are now connected in a manner that encourages the audience to lose themselves in what they love.
The purpose of the digital experience was two-fold: to bring the emotion of the brand forward while emphasizing product benefits. Beyond a standard eCommerce platform, we helped build a destination for all things Beats.
Optimising for users and form factors – With a core audience ranging from 16 to 24 years old, the eCommerce experience is designed for thumb-first interaction. The navigational structure is adaptable across mobile, tablet, and desktop, ensuring we’re serving users of all behaviors and device types.
Through a research-proven approach, the experience works, looks, and feels like an app.
A digital-first design language and content strategy.
The new creative direction is distinctively Beats: bold, streamlined, and beautiful. The design system embraces minimalism and is modular in structure to create consistency and improve flexibility.
Product pages highlight unique stories and features through lifestyle photography and video, establishing strong art direction standards in the process.
A content hub to explore the Beats brand.
Social media has made relevance and engagement essential components of the user experience. Taking cues from popular channels like Instagram, Pinterest, and Snapchat, a centralized location for original Beats content allows users to jump in and out during the browsing experience.
The content tags relevant products to spark consideration and desire.
Through a research-proven approach, the experience works, looks, and feels like an app.
Interactive and modular styling for seamless updates.
We teamed up with Beats’ digital, brand, marketing, and technology teams to establish a system of site components that is easy to use and flexible enough for new campaigns, trends, and product updates.
Our digital experience manager allows each region to build out its own front end, while the style guide instructs internal teams how to use, interact with, and manipulate site components and code to tell timely stories.
To create consistency and expedite time to market, we created an interactive style guide that outlines design considerations and standards alongside code snippets to help engineering teams easily integrate across digital platforms.
Building upon the style guide, we engineered a custom page builder and prototyping system that enables the various departments at Beats to collaborate and test approaches.
The tool pulls together site-wide components and enables the client team to add and remove various experience patterns with ease. They can also save and share layouts as well as export functional code for deployment on Adobe Experience Manage
To grow their businesses and adapt to the changing cultural landscape, brands must rely on technical innovation. Likewise, the Beats brand needed a platform that was scalable, efficient, and frictionless.
To execute on its long-term vision, the Beats team needed best-in-class content creation tools and a modular system of components. Adobe Experience Manager provides enterprise-level media and content management, which allows the client team to focus on the messaging and user journey rather than scalability.
Webby Award – Site of the year 2017
Webby Award – Mobile Best Practices 2019
Head of Marketing US
Creating an immersive showroom in six weeks
Four times a year, the Scandinavian cult brand GANNI would travel to Paris, London and New York for sales appointments. Their Pre Spring 21 collection was scheduled to be sold to buyers in May 2020. However, COVID-19 disrupted the company’s plans, forcing them to quickly re-imagine the way that they connected with their B2B buyers and presented their newest collection. Together with MOON agency, GANNI turned to DEPT® to help them create a unique and immersive digital showroom experience. The result? A retro microsite that emulates a Windows 98 desktop that featured a personalised playlist, a lookbook that combines both video and still elements, campaign imagery as well as private folders and dress-up dolls, all of this built in just six weeks.
Changing how GANNI interacts with its buyers
From its striped sweaters to banana and cherry print T-shirts, GANNI, the Scandinavian street-style brand has been making waves across the fashion industry as it grew to become a designer label which every follow-worthy Instagrammer was wearing. In a world that stays at home, the brand needed to reinvent how it connected with its B2B buyers by embracing a digital-only approach. Thanks to our previous collaboration together during which our team of experts redesigned the brand’s website in six week’s time, GANNI asked us to help them design and build a lookbook and digital showroom for their wholesale buyers together with MOON.
We created a unique and immersive digital showroom experience
Transforming GANNI’S creative director’s computer into a showroom
Although the aim was to present the brand’s newest collection to their B2B buyers, we wanted to take it a step further and create an immersive experience which incorporates some playful elements that reflect GANNI’s brand personality and make the user smile. Therefore, together with GANNI and MOON, we came up with the idea of recreating Ditte’s, GANNI’s Creative Director, desktop and transform it into an immersive digital showroom experience.
The core of the showroom experience was the lookbook which enabled buyers to have a 360-degree view of each style. Each selected product would prompt multiple pop-ups of both photos and videos that zoom in and out to demonstrate the fit, shape and texture of the garment. To keep the navigation process simple and intuitive, users could use the arrows on their keyboard to flip through the various product offerings and press “escape” to close all of the open windows. Making it easy to navigate through the brand’s various product offerings in a surprising and engaging way.
Taking the showroom beyond a simple lookbook
However, beyond the lookbook folder which showcased the newest styles in addition to styling suggestions and behind-the-scenes images from the photoshoot, Ditte’s desktop also included a virtual fitting room feature which prompted users to take a photo of themselves and play dress up with a few signature styles from the collection. Once the look was finalised, users could save and download their creations. This enabled buyers to visualise and style each item to their liking from the comfort of their homes.
Setting the mood
Lastly, we included a few small but fun digital components to set the mood for buyers around the world. So from a music player which played layback and lively music to a folder which opened the hampsterdance GIF and song as a fun 90’s reference; and a “private” folder with a personal letter from Ditte introducing this year’s collection and images showing the making of the collection, our team incorporated these elements to ensure this felt like an experience rather than just business.
Crafting a microsite using Netlify and Contentful
Our team of experts had six weeks to build and code a digital showroom for GANNI. Given this tight timeframe, we opted to use a customisable blank slate Netlify CMS which enabled fast and flexible development via a friendly user interface. Meaning we were able to deploy it quickly and GANNI employees could also easily work with it. In addition, we used Contentful for media hosting purposes. This enabled us to construct a small-scale coherent self-contained application.
Building the future of wholesale
In six weeks time, together with GANNI and MOON, we created and built a digital showroom that enabled 600 buyers to discover a more personal side to the fashion brand, browse the newest collection and save any items they wish to buy.
Nicolaj Reffstrup, GANNI’s founder comments “As COVID-19 hit, we realised that we had to radically rethink our approach to B2B sales. However, we needed to ensure that the project was 100% on-brand, totally immersive, digitally savvy and added value to our partners. We also wanted to combine the digital experience with playful and physical elements such as a handmade wine glass or a curated notebook with fabric swatches, creating tactility. The result was a completely tailored digital platform with an interesting brand narrative and content that was multi-layer. We were able to offer a high level of service to our wholesale partners as well as creating something that felt super personal in the shape of Ditte’s actual desktop.”
However, we’re just getting started. We are currently working on elevating the original concept by enabling e-commerce features in addition to adding more playfulness. As the world becomes more and more digital, GANNI is future-proofing its brand by catering to all of its customers in a digital manner.
Jonas Roland Therkildsen
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