Hippychick is a family run, multi-award winning business that specialises in products for babies and toddlers. Their success is built on a desire to bring innovative products to family homes and provide exceptional customer service. Hippychick decided their business needed a modern e-commerce website that complemented their brand and their products and Cognique were ready to help.
We needed to deliver a website that featured a first class User Experience (UX), so understanding how Hippychick’s customers behaved on the current website was vital. Google Analytics, heat maps and user journey recordings were just some of the sources used to gather data before we produced a detailed audit that shaped the early stages of the new website design.
The checkout process was a key area for improvement. The previous website architecture and layout wasn’t designed around the needs of the user, so the journey was taking far too long and there were concerns that valuable sales were being lost. However, the new website wasn’t just about ‘quick sell’: Hippychick told us that the website “should be fast, functional and informative for gift buyers and busy parents needing essentials, but also imaginative and creative so mums and their children can use it together”.
“Many of our customers are mums on the go, who want to order via their mobiles”. Armed with this insight, a huge amount of planning was invested in the mobile functionality of the Hippychick website. We were mindful of maximising the mobile experience and increasing sales, without diluting trust in the Hippychick brand or damaging their reputation for customer service excellence.
A new website isn’t simply about generating more sales or leads. It also means a business can take control of in-house tasks, such as updating products and prices, or adding blog / news content and events. In the case of Hippychick, the new website was integrated seamlessly with Khaos (a business critical stock management system) and put an end to duplicated tasks, saving a huge amount of staff resource and time.
Julia Minchin, Managing Director, Hippychick
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