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Designing an innovative eCommerce experience | Jonny Martyr – UX / Design / Music
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eCommerce Website

The Brief

Maxwell & Williams needed a new product website as part of a wider brand refresh. However, they were not yet in a position to offer online shopping, so naturally a product-focussed website was likely to be underwhelming if users would have to go elsewhere anyway to fulfil their orders.

The Story

A competitive audit showed that other brands had failed to solve this problem; their websites were browse-heavy product directories, with no ability to convert to a purchase at the end.

Rather than falling into the same pattern, I came up with a “pinterest-style” site that offered a fast, curated voyage through all of Maxwell & Williams products, allowing users to explore styles and complementary products and thereby add utility and purpose to the site. Users could browse an endless scrolling feed of products, grouped by complementary styles and aesthetics, and could save to a list in order to build their own style.

The key to the site concept was speed and discovery: I worked closely with the project art director to define a style that was clean, fresh and minimalist to remove unnecessary distractions, and with the lead developer to ensure products would load seamlessly and beautifully.

The result was a beautiful site that represented the brand well, provided utility to customers, and encouraged exploration of the product catalogue.