Enhancing Swyft’s eCommerce Experience for Growth

Swyft, a UK-based "sofa-in-a-box" company specialising in quick-delivery sofas and sofa beds, approached WIRO to revamp their website.  Swyft aimed to enhance the user journey, boost SEO traffic through optimised collection landing pages, and better reflect their evolving brand strategy. WIRO's challenge was to create an immersive eCommerce experience that resonated with users, simplified product discovery, and supported Swyft's ambitious growth goals.

The existing Swyft website presented several key challenges. The pre-existing interface caused issues user experience, delivering a navigational system which was not native to new users' understanding of Swyft's offering. The challenge was balancing the business needs of model focus with user needs of understanding product offering.

• Users struggled to understand the product offering due unclear hierarchy of navigation
• Stylistic hierarchy is lacking which did not adequately guide users through the buying journey
• Information architecture doesn't identify user needs or journey
• Styling is outdated to new brand approach

To deliver a best-in-class eCommerce experience, WIRO implemented a strategic UX and development approach focused on usability, flexibility, and conversion optimisation:

1. Optimised site Structure and User Flows:

• WIRO developed a new site structure aligned with standard eCommerce navigation principles.
• Identifying user goals and journeys at this level allowed us to make stronger objective decisions in the UX wireframing process.

2. Wireframing & UX Enhancements:

• During the wireframing process we identified an information architecture and signposting strategy that focused on identifying user intent at the initial dashboard area.
• This simplified the users' understanding of the interface and allowed them to explore areas with more clarity.

3. Visual & Functional Upgrades:‍

Based on the wireframes, WIRO developed a visually appealing and user-friendly website that reflected Swyft's updated brand identity. Key features included:

• Minimalist Card Styling:Product cards were designed with a minimalist aesthetic, prioritising high-quality imagery to showcase the sofas in detail. To keep product pictures at the forefront, we applied this logic into the product detail cards, reducing content on standard view and transferring functionality to hover states.
• Content Structure Flexibility:The website was built with a flexible content management system, allowing Swyft to easily adjust the hierarchy of content blocks and create unique narratives for different products.
• Colour App:A colour app feature was introduced to allow users to identify good products based on their dominant colour, simplifying product discovery and enhancing the user experience.
• 3PL Integration (Panther):Seamless integration with Panther, a third-party logistics provider, enabled Swyft to offer a 24-hour delivery service, a key differentiator in the market.

The website revamp delivered a significantly improved eCommerce experience for Swyft:

• Improved conversion rates through enhanced UX and optimised product presentation.
• Increased organic traffic with SEO-focused collection landing pages.
• Better user engagement driven by intuitive navigation and interactive elements.
• More flexible content management, enabling Swyft to scale efficiently.
• Enhanced delivery capabilities, providing customers with a smoother purchasing experience through 24-hour shipping integration.

By refining Swyft’s eCommerce experience, WIRO successfully aligned digital strategy with business growth, ensuring the brand remains competitive in the fast-moving furniture industry.