Project Overview
Australian surf and streetwear brand, Ghanda, partnered with leading eCommerce web design and development agency, Convert Digital, to launch its brand-new, lightning-fast website built using headless commerce on Shopify Plus. This was a full replatform from their legacy Magento 1 website.
Project Commissioner
Project Creator
Team
Convert Digital: Matt Falzon, Isaac Davies, Blake Waldron, Tom Ross, Andrew Waite, Matt Betts
Ghanda: Dom Rudd, Melanie Simpson, Tess Willox, Emma int Hout, Silvan Baard
Project Brief
The team at Convert Digital were commissioned to design a unique, innovative and high converting website with a mobile-first focus for Australian owned and operated surf and streetwear clothing brand, Ghanda. The main requirements were around the ease of navigation, the ability to allow users to easily filter and quickly shop different colourway options, and the ability to showcase Ghanda’s products in a unique and exciting way.
Project Need
As Ghanda’s online presence matured it quickly out-grew its previous online store, limited by design features and handicapped by an inability to handle increased traffic. “Our business faced an issue with growing online traffic and increasing expectations from our customers for functionality and high quality look-and-feel,” said Dom Rudd (CIO, Ghanda).
Once Ghanda chose ecommerce agency, Convert Digital, to design and develop their new online experience, we presented a number of solutions based on the below requirements.
Overhauled site design: Ghanda wanted a truly distinctive ecommerce site synonymous with their unique look and feel as a stylish yet laid-back brand born on Australia’s Great Ocean Road.
Video: the inclusion of videos on the homepage and product pages to better visually showcase the coastal, laidback, youthful aspects of the surf and streetwear brand.
Quick-shop: Ghanda wanted users to be able to locate and select items easier via quick-shop functionality on mobile and desktop devices.
Improved search and merchandising: to enhance product and customisation filters and offer users full control over how they browse and search for products.
Site navigation: in short, the team were after more simplified, intuitive functionality for ease of navigation.
Complete the look: Ghanda wanted users to have the ability to easily select an entire outfit based on one item or lifestyle image.
Super fast site: the client wanted an agile, fast and adaptable website that still contained all the bells and whistles, leading to Convert’s suggestion of headless commerce on Shopify Plus as an ideal solution.
User Experience
Ghanda had outgrown their Magento 1 website, requiring a more flexible solution that allowed the team greater creative control. Convert Digital worked with the team to craft a unique headless website built on Shopify Plus with its own style, while ensuring best practice user experience was at the heart of every page.
The new headless Shopify Plus site, supported by a best-of-breed tech stack, boasts a number of critical UX and CX improvements. Not only does the site design now better showcase the unique Ghanda flair, it’s now also able to handle unlimited site visitors (removing visitor queuing during busy times).
Site navigation has been simplified and users can intuitively add products to cart at any stage of the customer journey, while also completing the look by adding supplementary products. Customers are also able to locate what they are looking for easier through friendly quick-shop features site-wide, allowing users to select colours and sizes without having to visit individual product pages.
Another objective was to editorialise Ghanda’s content and to design their desktop view with attractive feature imagery to draw the user in, unique image sizing and feature blocks to give the pages a magazine look and feel, while allowing the Ghanda team to easily alter the layout of their products. Convert Digital also created a unique mobile app-style product page, allowing users to focus on each product they select, plus the use of modal windows encourages a smooth native app-like experience.
Project Marketing
We focused on creating a one-of-a-kind, seamless user experience that embodies Ghanda’s fun, relaxed and youthful nature as one of Australia’s leading coastal brands. The resulting site, launched in October 2021, is a super fast, best-in-class ecommerce user experience that not only accomplished an increase in website traffic but an increase in average order value.
“From the beginning, the team at Convert Digital understood our brand and what we wanted to achieve with our new website. We wanted a site that was fresh and driven by new design trends, and Convert helped us to achieve this while still remaining functional and easy to use from a customer’s point of view.” - Melanie Simpson (Project Manager, Ghanda)
“Convert Digital took time to show us the full spectrum of platforms and build options. Once we all selected the path, Convert’s execution was excellent from all standpoints; project management, technical prowess and design. We have catapulted forward and we are very happy.” – Dom Rudd (CIO, Ghanda)
Project Privacy
www.ghanda.com.au
Digital - Retail & Shopping
Digital design that makes our online retail experiences seamless and enjoyable or have that Wow factor is what will stand out here.
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