Sheila Fleet Jewellery is a successful company trading online and via several retail stores across Scotland. The old website had served the company well but there was a desire to take things to the next level and tackle some of the frustrations the previous platform provided. Key requirements included improving functionality, such as customer wish lists and advanced filtering, more dynamic content, and automating internal processes for order fulfilment.
Coming from a bespoke e-commerce platform there were limited options for migrating product data. We worked closely with Sheila Fleet Jewellery’s marketing manager to strategically plan the organisation of product data for over 2,000 products, including vital tagging, categorisation and metafields, which would later be used to organise products according to user intent.
The biggest challenge for NB was to ensure that the new site continued to perform. As an established brand with an already successful website that generated a significant proportion of revenue, we absolutely had to make sure that performance, accessibility, and search engine presence did not deteriorate.
We created the design for the site completely from scratch, keeping in-line with the existing branding while also evolving visual aspects of the site styles to present a more refined and quality feel without impacting on usability. The design was coded and developed as a bespoke Shopify theme before integrating with the required functionality.
Key features of the site include:
- New ‘Browse by colour’ collections, responding to user demand
- Customer wish list
- Custom product bundles implementation
- Advanced product search and filtering
- Multi-currency switcher
- Custom-built order summary sheet to automate key details required for the workshop
- Mailchimp integration
- ‘Wear it with’ product recommendations