The brief was to entirely overhaul the current design and development structure of Spoke's online Shopify store, which was currently on a Shopify basic template. Our discovery day at the Spoke office in West London was enlightening. Not only did we get to see and feel the product (we immediately fell in love) but we also knuckled down with each member of the Spoke team for some in depth discussions. We looked under the hood of how the business was currently operating and how the online store was currently performing by analysing data, analytics and user feedback. We found several pain points, in particular their tool The Fit Finder - which acts as a quiz to learn the user's perfect fit measurements before filtering out products to match their result - was a frustrating experience and simply not working.
By the end of the day, we managed to align our expectations, our inspiration and our understanding of what the Spoke store should look like, how it should feel and importantly, how it should function.
The next two weeks were spent brainstorming new user flows and wire framing all the screens we needed. From there we created an early stage prototype that allowed us to visualise a solid structure and layout of the website before getting into the user interface design and start making things look pretty.
Armed with their new logo which conveyed "preciseness" and "craftmanship" through stitching style visuals, this theme was carried forward to the website in the form of architectural grids, blueprint colouring and dotted lines. With sharp photography and Spoke's distinctive brand voice, we worked on pulling these elements together cohesively.
We wanted to strike a balance between engaging the user and having a smooth uncomplicated experience. We did this by focusing on designing with simplicity, giving enough whitespace to allow for excellent readability and for the product images to stand out and speak for themselves. The clear navigation guides the user and ensures they never become lost at any point in the website. Sections are concise are clearly labelled, and call to actions are prominent, giving many opportunities to funnel users into a conversion. And of course, responsive!
After rigorous user testing, our iterations were more meaningful and intuitive to Spoke's potential customers. We were able to design in such a way where we could assume what the user's goal was at every given place in the website, until we had created the most frictionless process we could.
In development, as well as making things load fast and load smoothly, we built a custom Shopify app for the Fit Finder tool. We also improved the integration between CRM platform Klaviyo and Shopify to improve Spoke's communication to their customers.
We're really happy and excited with the way the Spoke store turned out. Spoke's always been successful with extremely loyal customers (as we learnt in testing!) and we're pleased to say since we launched the new Spoke their conversions are up by a whole 20%. Nice, right
And they've just brought out shorts just in time for Summer, so get on down!