E-commerce Redesign for European Fashion Retailer
Ganni is a fast-growing fashion brand, self-described as “the sexy, confident cool sister in the upper contemporary market”. Ganni’s collections are intended for global minded consumers who align with a sexy, hard-working and effortless style. In 2015, Spark led the design and front-end development for the new Ganni e-commerce website.
- Creative Concept Development
- Wireframe Design
- Responsive Design
- Front-end Development
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As Ganni replatformed to Demandware, Spark had to leverage the base Demandware Site Genesis platform in order to get the new experience to market quickly and on budget. The design team was challenged to make aesthetic decisions that communicated the DNA of the brand and inspired a purchase without modifying the core functionality of the platform templates. Spark was, however, given the opportunity to enhance the shopping cart and checkout flow in order to reduce drop-off and improve the conversion funnel.
What We Did
Spark took advantage of Demandware’s responsive framework and out-of-the-box capabilities to craft an experience that accurately depicted the Ganni universe and aligned to the design preferences of its target consumer. We identified opportunities within the templates to merchandise up-sell/cross-sell products that the marketing team could leverage as needed. We also adapted the checkout process to meet specific payment and delivery needs within different European markets.
Our developers translated our visual concepts into CSS shells for back-end integration into Demandware. In order to ensure a seamless release, our team collaborated closely with third party vendors from design through to development to ensure the feasibility of our intended design solution.
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