HANS ALLDE - HEMSIDA/ MARKETING
Is it possible to provide customers with insight into the product range without offering e-commerce?
Can we clarify the business offerings and increase revenue for the physical establishment?
Beställare: Hans Allde AB
Tidsperiod: Frilansarbete under skolgången.
Min uppgift: UX-design, Research, Webbanalys, Strategi, Fotografering,Videoredigering, SEO, Socialmedia.
Bakgrund: Hans Allde is an exclusive men's clothing store that also offers rental of formal attire (tails, tuxedos, morning coats), made-to-measure service, and is one of the few location that offers genuine bespoke tailoring in Scandinavia.
ASSIGNMENT/BRIEF
Hans Allde was in dire need of a new modern website. The old site was poorly maintained and not mobile-responsive. I needed to create a modern and inviting website that reflected the level of their business. We also needed to clarify what the business consisted of and offer customers a better insight into the store's range of products.
Hans Allde did not want to start an e-commerce platform for the business.
In addition to this, we needed to clarify that the business offers services such as: rental of formal attire, made-to-measure, and genuine bespoke tailoring. A significant challenge was to ensure high visibility and traffic for keywords such as: tailored, bespoke, tuxedo, and others. These keywords face high competition, with numerous established players and other industries misusing the term "bespoke".
RESEARCH
The research began by implementing Google Analytics and Hotjar on the current website. This was done to gather data on what and how users were searching on the website. By analyzing internal searches on the website and using tools like Google Search Console and Google Suggest, I gained a clear understanding of what people wanted to know.
I also spent a weekend at the business premises to interview employees and selected customers to gain a clearer picture.
Users had difficulty forming a clear understanding of the business. Many thought it was just a store, while others saw the business only as a tailor's workshop. Visitors were also very interested in prices and price ranges of items from the store and other services.
PERSONAS
From my research, I developed three different personas that reflect both existing and potential customers and visitors.
CHALLENGES
The challenge for creating a new website for Hans Allde revolves around several key objectives. Firstly, the website must visually convey the exclusivity and sophistication of the brand, ensuring that visitors immediately perceive the high-quality nature of the offerings. Secondly, it needs to clearly articulate all the services provided by the business, ensuring that both casual visitors and potential customers understand the full breadth of what Hans Allde has to offer.
Additionally, the website should effectively showcase the product range through captivating images and provide pricing information without causing confusion regarding e-commerce capabilities, as the business has chosen not to engage in online sales. Another challenge lies in boosting the digital visibility of the business, ensuring that it stands out in a crowded online landscape and attracts the attention of potential customers.
Finally, the website should serve as a tool for generating leads and driving foot traffic to the physical store, facilitating conversions from online interest to in-person visits. Balancing these objectives while maintaining the brand's integrity and appeal is the central challenge in creating a successful new website for Hans Allde.
User journey
My user journey illustrates how the website can address people's needs while also generating profitability for the business
LOW-FIDELITY WIREFRAMES
The homepage features a full-width header with a visual image that encapsulates the essence of the business. Additionally, I incorporated prominent sections for each service offered by the store, adorned with clear visual imagery and a call-to-action button.
The sections include:
- The Store
- Gallery
- Bespoke Tailoring
- Made-to-Measure
- Rental
To provide users with greater insight into the product range, we created the "Gallery" section where they can view the assortment by clothing category or supplier. Here, the products are showcased with custom images, prices, and detailed information.
Each service (Bespoke Tailoring, Made-to-Measure, and Rental) is explained clearly, detailing what it entails, dress codes, prices, and the process involved. To facilitate understanding, we also included video content for each service.
A/B-TEST on the homepage
I designed two different designs for the homepage. One was more informative, emphasizing text, while the other option was visually focused, featuring images and headlines.
The staff was involved in selecting the design that appealed to them the most. To determine which design converted best, I implemented an A/B test and integrated a heatmap to observe user behavior for both designs.
ANVÄNDARTESTER
Vi anslöt en mobil och lät klasskamrater och andra studenter prova en enkel prototyp. Tillsammans med frågor om hur de upplevde designen, kom vi snabbt fram att vi kunde göra stegen och överblicken tydligare. Vi tänkte om och tog bort onödiga element och steg, nästa test gav mycket bättre resultat och feedback.
HIGH FIDELITY WIREFRAMES
PHOTOGRAPHY
Photos became a crucial element in the project. Since we aimed for the website to reflect the essence of the business and preferred not to work with illustrations, the images needed to be self-explanatory and evoke a sense of exclusivity.
To make sure that we wanted to promote the store and not the brands we didn't use any images from the brands instead I took all the photos and styled every product to create the branding of the client .
FINAL DESIGN:
Round of Investment
Search Engine Optimization: After strategic effort to create real content,
Hans Allde achieved top rankings for over 30 keywords and top 5 rankings for all suppliers. This while some words as made-to-measure and bespoke is used wrong as buzzwords for other industries.
TRAFFIC/LEADS: Hans Allde receives traffic of 1500 visitors per month. Over 300 of these come from leads generated by their services ranking high on Google (Bespoke Tailoring, Made-to-Measure, Rental, Belvest, Corneliani Stockholm).
SOCIAL MEDIA: Hans Allde experienced rapid growth in followers on Instagram & Facebook after I took over.
By posting regularly twice a week, we increased our Instagram followers from under 100 to 1200.
REVIEWS/RATINGS: Since I took over, followers have become more active on our platforms. This has resulted in the company receiving over 50 true customer reviews on Google and Facebook with an average rating of 4.8 (1-5).
SUMMERING
The work with Hans Allde was extremely successful and enriching. It provided me with a real-world project during my schooling, allowing me to apply my classroom learnings to a tangible job. The project encompassed various elements, where UX design and web design were just a part of the work. A significant effort was made in photographing the business and its range of products.
I also created videos for several campaigns and their services. I was able to demonstrate my skills as a strategist, as well as previous experience in applying SEO in a highly competitive industry. Hans Allde achieved top rankings on Google for over 30 keywords related to their business and suppliers. I surpassed larger competitors such as Man of a kind (Nordiska Kompaniet), Ströms, Best of Brands, Tailorstore, and others.
alexander.parling@gmail.com | + 46761712672