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Developing a responsive mobile solution to align with other sophisticated experiences of the Barbour brand and increase online customer conversions.

Challenge

Global outerwear brand Barbour had identified that its desktop eCommerce website wasn't providing a responsive service for mobile users. This was resulting in an affected brand experience for loyal online customers and loss of revenue for the retail organisation.

A rapid solution for mobile had to dovetail with the existing desktop site to prevent disruption to customers. The critical festive sales period was fast-approaching and Barbour were in the thick of extending its UK eCommerce offering to Germany, with future plans to roll-out worldwide.

Orange Bus case study

Innovation

A short three month time frame saw Orange Bus head-up an agile, multi-functional team that included Barbour's existing technical integration team and their creative branding agency.

Understanding the online behaviours of Barbour's existing UK customers was the key first step. The unbiased and validated user research would inform the developed website's information architecture and forthcoming technical implementation.

From here, carefully crafted wireframes and page templates were expertly designed in keeping with the current website - before being technically engineered on the Hybris platform. This preceded extensive testing for quality assurance across multiple devices.

Outcome

Our agile approach reduced initial implementation costs and ensured the client and delivery team worked seamlessly together throughout the project.

Delivered on time and within budget: the now fully responsive Barbour website launched successfully with immediate impact.

A 37% increase in revenue recorded
across mobile and tablet in the first week of launch.

Orange Bus had not only extended Barbour across mobile devices, but our rigorous usability testing had highlighted where significant changes needed to be made. We continue to partner with Barbour; helping shape their digital strategy and optimise their digital assets for UK and international customers.