Julia Lloyd George is an independent jewellery designer and manufacturer based in London.
Julia’s designs are clean and contemporary yet with an ancient feel. With a loyal and longstanding clientele that admire her high level of craftsmanship, her studio in Earls Court continues to witness the creation of exciting new designs as well as hosting an annual exhibition of her work.
Julia approached us to drive her successful offline business to online. The brief also included reviewing her existing E-commerce system.
We worked closely with Julia and her team to understand what they were looking to achieve and how to ensure the new e-commerce site delivered where it should.
Our first step was to review the existing website's Search Console and Analytics. The site had been made hastily in Wordpress and on further inspection we discovered it had made zero sales in the 18 months it had been live. Additionally, it suffered from a low viewership with less than 50 visitors per month. After review, we advised that the existing site was replaced with a modern and robust solution, in this case, Shopify.
The next step in our process involved meeting with Julia and the team and engaging in a UX card sorting exercise. As this was a reinvention of how to present her products we suggested using product categories and also collections to define her jewellery.
The wireframes were translated into high fidelity designs in Photoshop and brought to life as interactive prototypes through InVision. This allowed Julia and her team to click through the designs as they would use a website, which allowed them to better understand the user journey.
While defining the visual style in Photoshop we also liaised with a specialist jewellery photographer, working in unison to create a visually rich aesthetic that represented Julia's brand better than her existing static product imagery.
In the two months following the new website launch there was an increase in virtually all key metrics, in particular User Sessions increased by 103%, Users were up by 66%, Page Views up by 119% and visitors were staying on the site for 31% longer than previously.
Most importantly the site has generated sales from the first month of launch - a key goal for this project.
The new site also provides a much better experience for mobile users which is reflected by a 146% increase in mobile usage in the first 2 months after launch.
Upon completion, March also consolidated Julia's offline sales process. With the client experiencing difficulties with iZettle, we configured a POS system using Shopify's EMV card reader which allowed Julia to take offline payments. The payment system tied directly into her Shopify CMS and automatically manages stock levels, invoicing and customer notifications in real time.
The new website launched in conjunction with Julia's annual exhibition at her studio in Earl's Court.
The team at March took great trouble to understand the jewellery brand and what I wanted, and followed it through achieving a great result.Julia Lloyd George