Client: Shelta Australia
Industry: Outdoor Furniture and Shade Umbrellas
Project: Website Redesign and Optimisation
Challenges
Shelta Australia, a trusted name in shade umbrellas and outdoor furniture, needed a website that could effectively serve two distinct purposes: showcasing a catalogue of products available in retail stores and supporting a separate eCommerce section for spare parts. Key challenges included:
- Dual Catalogue Management: Maintaining separate catalogues for retail and eCommerce products without disrupting the user experience.
- Preserving eCommerce Systems: Ensuring existing systems, essential to Shelta’s longstanding eCommerce functionality, were unaffected by the new website implementation.
- Optimising Navigation and Performance: Organising and categorising products in a way that simplified navigation for customers, while also improving the site’s performance.
Strategy
Our strategy focused on preserving Shelta’s existing eCommerce systems while updating the website’s design, usability, and performance:
- Seamless UI & UX Update: Developed a modern user interface and experience that streamlined browsing while keeping the two catalogues intuitive and separate.
- Safeguarding eCommerce Infrastructure: Carefully implemented design changes without altering any legacy systems, ensuring Shelta’s eCommerce operations remained uninterrupted.
- Enhanced Product Organisation: Re-categorised the product catalogues to improve navigation and help customers easily locate products in both the retail and eCommerce sections.
- New Marketing and Customer Engagement Features: Added features such as product warranty registration forms and new marketing tools to support Shelta’s customer engagement.
Execution
- UI & UX Redesign: Built a clean, intuitive design that improved the browsing experience for both retail catalogue and eCommerce customers, enhancing the overall visual appeal.
- eCommerce and Legacy System Integration: Successfully integrated the new design with Shelta’s existing eCommerce infrastructure, ensuring all essential functions continued to operate smoothly.
- Product Catalogue Re-categorisation: Restructured and re-categorised products, making it easier for customers to find what they need, whether shopping for new products or spare parts.
- Speed and Performance Optimisation: Removed outdated assets and improved site speed, resulting in a faster and smoother user experience.
- Customer Warranty and Registration Forms: Added product warranty registration forms to enhance customer service and engagement.
Outcomes
Shelta’s revamped website successfully balances a retail-focused product catalogue with a dedicated eCommerce section for spare parts, providing a seamless and effective user experience. Key outcomes include:
- Improved Customer Experience: Re-categorisation and updated UI/UX have led to higher user satisfaction and better navigation.
- Uninterrupted eCommerce Operations: Legacy eCommerce systems were maintained, ensuring smooth functionality and continuity.
- Enhanced Site Performance: Site speed improved by 90%, resulting in a smoother browsing experience and increased engagement.
Key Achievements
- New UI & UX: Designed a modern interface without disrupting existing systems.
- Improved Navigation: Re-categorised products for better browsing.
- Enhanced Performance: Increased site speed by 90%.
Conclusion
Shelta’s optimised website now efficiently serves both their retail and eCommerce customer bases, providing a smooth and engaging experience that reflects the brand’s reputation. By focusing on user experience, product accessibility, and uninterrupted eCommerce functions, Shelta is well-positioned to continue growing its online presence and meeting customer needs effectively.
