Commerce Transformation

Absurd's Redesign of Brother's E-commerce Platform Boosts Sales and Engagement

Situation

Brother tasked Absurd with redesigning their e-commerce platform to improve the customer experience and increase sales. The goal was to create a more efficient and effective way for customers to shop on the Brother websites, whether through a store selector, direct to consumer commerce, or a partner commerce website.

Tasks

Absurd audited the existing customer journeys to identify problems, barriers, and opportunities. The opportunities highlighted areas where a more content design-led approach could be implemented to improve the overall customer experience.

Action

Absurd created a new design system using Figma that would inform the various customer journeys on the platform. Improvements were made to the navigation for the store selector, direct to consumer experience, and partner websites. The design system also included opportunities for cross-selling and personalisation, enhancing the overall user experience.

Result

The result of Absurd's work was a redesigned e-commerce platform that provided a more effective and efficient way for customers to shop on the Brother websites, resulting in increased sales and customer engagement. The new platform incorporated the opportunities identified in the audit phase and implemented a more content design-led approach to improve the overall customer experience. The improved navigation and cross-selling opportunities provided a seamless user experience, encouraging customers to spend more time on the site and increasing sales. The reimagined platform also included personalised content, enhancing the customer experience and improving engagement. Overall, Absurd's redesign of Brother's e-commerce platform was a success, achieving the goal of improving the customer experience and increasing sales.

Ollie Bailey

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