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Redesigning the eCommerce Experience

The Task

To harness multi-channel growth, Joules enlisted Orange Bus to lead the redesign of their eCommerce platform for UK, US and German markets. Tom Joule was determined that the platform would be completely centred around user needs, aiming to delight customers with the most seamless experience imaginable..

Orange Bus provided a high level of expertise in creating a responsive website for Joules that delivered both a new and exciting brand presentation combined with a simplified checkout and a great customer experience.


The Action

Orange Bus’ UX team crafted the site journey, before handing wireframes over to design. Given a Joules welly to work with, our designer illustrated the welly outline, then crafted design templates, a draw tool and a colour palette feature, also visualising a home page to introduce the application. Our developers then built the application with its challenging colour masking features, making sure visuals worked responsively from desktop to mobile and tablet.

The Results

Since launch, Joules.com has seen a strong increase in eCommerce traffic, conversion and engagement, which is now supported by our continued collaboration on the Joules ‘Design a Welly’ and ‘Storybook’ competition Apps.

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