Stepping Up eCommerce: How WIRO Enhanced Duke + Dexter’s Shopping Experience

Duke + Dexter is a British luxury footwear brand celebrated for its handcrafted shoes, including loafers and sneakers. Known for combining traditional techniques with contemporary designs, Duke + Dexter uses high-quality materials to create stylish and durable footwear. They partnered with WIRO to improve their website's user experience (UX), conversion rate optimisation (CRO) and overall design.

• Inconsistent Branding: The brands use of colour and imagery on the site was inconsistent with their brand guidelines, which impacted user engagement.
• Technical Limitations: Issues such as a broken functionality and small and not accessible text was delivering a poor UX, particularly for mobile users.
• Lack of Brand Storytelling: The site lacked compelling brand storytelling on the home page, failing to capitalise on Duke + Dexter's rich history, craftsmanship and celebrity endorsements.

WIRO adopted an iterative approach, presenting multiple design options, backed by data and implementing best practice examples. They focused on:

1. PDP Enhancements:
   We explored various layouts and features for the PDPs, including improve image visibility, provide clearer product variant identification and introduce subtle UX optimisations.
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2. Product Listing Page Improvement:
   We aimed to improve product filtering and sorting, addressing the poorly functioning filter system. We addressed usability concerns on collection pages by refining filter layouts and improving product discoverability.
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3. Mini-cart Optimisation:
   Added features like a shipping threshold indicator and trust symbols to improve the user experience and encourage conversions and make the mini-cart more informative and visually appealing.
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4. Password Protected Collection Page:
   We developed a design for password-protected collection pages, so that if they have a new launch, or dropping a new collection, they could offer exclusive early access to new product launches for loyalty members.
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5. Homepage Overhaul:
   We proposed a more engaging homepage, incorporating brand storytelling, prominent placement of celebrity endorsements, and improved visual hierarchy.
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6. Mobile Search Enhancement:
   We proposed improvements to the mobile site search, including search suggestions and a more prominent search bar.
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7. Loyalty Program Integration:
   We designed an enhanced account area for the loyalty program, powered by Yotpo, aiming to create a more engaging experience for its most loyal members.

• Minor PDP improvements were implemented
• In collection page, the confusing "Family Fits" section was successfully removed
• A loyalty program was implemented, powered by Yotpo