Pocket Square by Fusion5 has worked with Walker & Hall since 2016, when we initially migrated them from a local proprietary solution to Shopify Plus.
After many years of a successful partnership, we collectively decided a new experience was needed, and undertook a comprehensive discovery, design and development process.
The problem
The original site was built on Shopify Plus, which already was leaps and bounds ahead of their previous, bespoke platform.
However, since 2017 when the first site was launched, Walker & Hall had refined their brand positioning and offering, and wanted to create a new experience that better reflected this direction as well as tidy up the eCommerce essentials that come with time gone by; site speed, reduction of apps added and used over the years, and internal control using Shopify's 2.0 framework.
The solution
Pocket Square by Fusion5 worked closely with Walker & Hall's eCommerce, Operations and Marketing teams to run through a comprehensive UX Discovery process.
One of the main questions we were looking to answer was 'how can we service customers looking to buy $200 jewellery from New Zealand designer brands like Karen Walker AND customers looking to spend $20,000+ on an engagement ring?"
These customer UX journeys are wildly different, and the information needed at each stage needed to be considered from all angles.
We sought as much information as we could and worked to design and develop a solution that had all the right information, exactly when a customer needed it.
We were deliberate when designing the new site, paying careful attention to content hierarchy, information architecture and how Walker & Hall's brand was communicated. We collaboratively worked out key values of the business that customers need to know, and determined the optimum time to remind them of our range, our ongoing free jewellery services, our store network, our customer service tools for questions and plenty of other Walker & Hall propositions.
The result
The new site experience elevated the Walker & Hall customer journey, through a consistent, well-thought-out UX journey and beautiful content.
Site speed was another major goal for this project and it's fair to say, we delivered.
The new site is fast, scoring over 90/100 on Google's Site Speed testing tools, ensuring that not only do customers get a blazing fast experience, but Google are happy.
Conclusion
We couldn't be more thrilled with the new Walker & Hall site experience which is the result on an ongoing collaboration that's nine years strong and counting. The site is beautiful, fast, fit for purpose and allows Walker & Hall customers to buy what they want, how they want; whether that's online, in store, over the phone or a combination of all three.
