Background
T-Bags a leading manufacturer of popular high quality motorcycle luggage for over 15 years, launches a new full-featured eCommerce website to promote and sell its brand and products.
Critical Issues
- The T-Bags website did not deliver a brand experience on par with
user's expectations or the manufacturer's aspirations.
- Site lagged behind competitor's websites in nearly all aspects
including: product presentation, usability, quality of design, and
technical sophistication.
- The marketing division's web budget was consumed by annual
content updates to the site with no funds available for increasing
functionality or enhancing the user experience.
Sean Leonard Creative Director for ZINC Solutions commented: "T-Bags needed to have a website that would not only look good and make shopping an engaging
experience for the customer, but could also allow staff to easily process orders and manage stock".
Actions
The website boasts an impressive range of features that allow shoppers to save
shopping baskets, track orders, view multiple product images, and easily see which product fits their specific motorcycle. T-bags' staff are able to maintain the website through an easy to use web browser interface, which is also used to process customer orders.
A key factor in making this solution possible was Zinc Solutions decision to develop an open source custom solution. This helped to provide the necessary flexibility and provided a level of functionality that would have otherwise been impossible for the customer.
Reasons
- The overall site design lacked energy and professionalism with its muted
colors, uninspired layout and confusing information architecture and
navigation.
- T-Bag's two most exciting assets: their products and their lifestyle did not
have adequate representation on the site.
- Without a strong call to action at the product detail level, the site failed
to increase intent to purchase.
- Static site architecture did not allow T-bags staff to upload and edit
content themselves.
The approach to the visual design is also a breakaway from the traditional.
Firstly, the design is structured to cater to both small and large monitor resolutions and provides users with an attractive and interesting environment. "We wanted a look that really reflected the brand for T-Bags. Everyone involved in the project wanted it to adhere to best practice for an eCommerce website, but not to compromise on the look. It had to capture the feeling of many different motorcycle enthusiasts interests from the edge of Harley Davidson to the style of the BMW and Ducati owner."
|
 |
|
