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Luggage Online

Fry helps Luggage Online send competitors packing

Luggage Online

CHALLENGE

Redesigning from wallets to carry-ons

With the goal of differentiating themselves from their competitors and increasing conversion rates online, Luggage Online engaged Fry to undertake a complete redesign of their brand and site including data analysis, enhanced site navigation, and creative development. In order to gain a full understanding of the best direction to take the redesign, Fry conducted a comprehensive site analysis including heuristic evaluation, data analysis, competitor review, and creative design recommendations. Design ideas extended beyond the site to include the elements of their corporate identity.

SOLUTION

Making a brief case

Luggage OnlineTo compare the elements of the Luggage Online site against industry best practices and competitors’ Web sites, as well as analyze how current customers use the site, Fry developed a list of recommendations to improve the look and feel of the site and its overall user experience. With the goal to improve conversion and differentiate Luggage Online from their competitors, Fry assessed the usability, ease of navigation, and design through usability surveys with current and potential customers. Through data analysis, Fry determined how to position LuggageOnline.com as the premier site for all luggage and related accessories.

“Papa’s got a brand new bag”

As a next step, Fry worked closely with the Luggage Online team to establish creative direction for not only a complete site redesign, but a new brand identity as well. Fry created a new logo and tagline for Luggage Online to use in all of their materials. The redesign incorporates the new brand elements with bolder colors and a more confident layout, presenting products in a clearer, more viewable way. In addition, a new navigation taxonomy and search function improves the ease of the shopping and checkout experiences – all of which lead to increased conversion.

Luggage Online

RESULTS

Traveling to the top

The redesigned Luggage Online site launched with a new logo, a new look and feel, and strong results. Shopping cart usage improved and checkout conversions increased 24%. With overall conversion rates also on the rise, Luggage Online is quickly traveling to the top of online retailing.

Services Rendered:

  1. User Experience
  2. Platform Development

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