Dubarry of Ireland, a distinguished country wear brand renowned for its timeless elegance and superior craftsmanship, embarked on a transformative journey with Brave The Skies to elevate their online presence. Faced with challenges stemming from an outdated and restrictive e-commerce platform,
Entrusting their vision to Brave The Skies, the decision was made to replatform their online store to Shopify, accompanied by a comprehensive redesign and bespoke build. This strategic move aimed to not only address existing limitations but also position Dubarry for sustained growth and success in the ever-evolving digital landscape.
The journey began with a usability study on Dubarry's existing store, aimed at identifying pain points and areas for improvement. Subsequently, a second usability study was conducted on the redesigned store to validate updates and catch any lingering issues. Throughout this iterative process, our team collaborated closely with the Dubarry team, investing dedicated time in Ireland to fine-tune every aspect of the interface together, from product cards to the product page. Among many other things, this hands-on approach enabled us to address intricacies surrounding size and variant selection across the entire sales funnel, optimising usability and enhancing the overall shopping experience.
We began with optimising usability by unifying and improving size and variant selection. As a result of the initial usability test and site audit, we found inconsistencies surrounding size and variant selection across the entire sales funnel, se took a hands-on, collaborative approach to the design consulting with Dubarry of Ireland on any changes and offering insight.
When approaching the site’s new design, the crew used their learnings about Dubarry’s customers to craft a UI both tailored to user needs and more manageable for Dubarry of Ireland’s internal teams than the existing system. We also redesigned the product pages and cards, aligning the pages with Dubarry of Ireland’s discovered customer journey for higher conversion potential.
By creating a data connection across Ometria and Shopify through the Storefront API, we aimed to enhance the personalised shopping experience for customers, optimise marketing efforts, and improve operational efficiency. This integration allows Dubarry to leverage the power of data-driven insights to deliver targeted marketing campaigns, streamline inventory management, and ultimately, drive sales growth.
We introduced Advanced Commerce to the Dubarry of Ireland site to improve the UX. Advanced Commerce offers Dubarry of Ireland customers its blending technology to analyse user behaviour, preferences, and purchase history in real-time to generate tailored product recommendations and content. We even integrated a weather API to prioritise products based on weather events, enhancing personalization based on customer location and weather conditions.
The impact of our UX enhancements was evident in the results of the second usability study on the redesigned store, which demonstrated notable improvements over the initial study conducted on the old design in key areas. Notably, participants exhibited a heightened understanding and appreciation of product sizing, thanks to clearer labelling and intuitive selection options. Now, Dubarry of Ireland’s customers get a personalised experience showing what products the customer is interested in and improve the visibility of products that the customer may not see through organic searches.
The reception of the redesigned interface was overwhelmingly positive, with users expressing increased satisfaction and ease of navigation. A standout improvement was observed in product function understanding, attributed to the implementation of engaging product stories that provided context and enriched the shopping experience. These findings underscore the effectiveness of our iterative approach and reaffirmed the success of our efforts in elevating Dubarry's online storefront to new heights of usability and customer engagement.
