Scotch & Soda website redesign

2018

The challenge

Scotch & Soda, Amsterdam’s leading fashion boutique retailer, appointed AnalogFolk as their first global digital experience agency in 2018.

Scotch & Soda is an iconic brand, but the retail landscape is changing and their digital ecosystem fell behind – not reflecting the worldly consumer or the brand experience Scotch & Soda pride themselves on. It was essential for them to deliver a consistent brand experience to consumers across all touch points.

As part of a larger digital strategy to move the brand into the digital space, we redesigned the website to create a brand-distinctive, premium, frictionless shopping experience.

The approach

My role

As the CX lead for Scotch & Soda, I was responsible for creating the approach to the redesign, managing senior stakeholders, and leading the CX team working on it, while getting actively involved as a practitioner.

Activities

Imagined Futures workshop
Competitor analysis
Content audit
Sitemapping
Functional documentation for modular design

Imagined Futures workshop

We used an Imagined Futures workshop to help the clients define what success looks like for them, and whats standing in the way of getting there by working through the story of how they achieved a hypothetical future success scenario.

Competitor review

This was the first time Scotch & Soda had engaged an external agency to work on a web build. Because of this, our team lead the project onboarding and requirements gathering phase, using examples of competitor experiences to help them understand and define what they needed and could do.

Content audit

We started with a content audit across both desktop and mobile in order to fully understand the current version of the Scotch & Soda website.

We looked at site structure (What categories are there? What pages are there?), page structure similarities (Which pages use the same structural template or can be grouped together with another page under a single template?), and page contents (What information is shown on the page? What modules are used? How is it different between desktop and mobile?)

Agile UX and visual design process

To work within time and budget constraints, the team used a collaborative and agile UX and visual design process. I worked closely with the Visual Design Lead workshopping ideas, so we could go straight from scamps into visual design.

For some of my team, it was their first time designing in this way, so a large part of my job as Lead was to foster a collaborative atmosphere and make sure the team understood the ways of working and felt supported instead of stressed and rushed.

The solution

The new site, considered to be the new global flagship store, delivers a state of the art digital experience tying together the Scotch & Soda brand story with a highly effective e-commerce store to create an overall frictionless experience.

It closes the gap between the physical stores and online presence in a seamless way – every point in our consumer’s shopping journey breathes the same natural born curiosity.

The results

The website relaunch marks the first step in a three year digital transformation vision for Scotch & Soda. The redesign positively impacted the clickthrough rates across all primary markets.

75.9%

of users that noticed a change preferred the new website*

42.2%

of users scored the site navigation at 4 out of 5*

41.7%

of users scored the site navigation at 5 out of 5*