OUR WORK > LION
Lion provides picture framing supplies to businesses that range from one man operations to large manufacturers. They spotted that online sales is a huge opportunity for them and approached Square Circle to redesign their website so that it offered a smooth, consistent user experience across mobile and desktop devices.
Lion has been trading for nearly 40 years in an industry that by nature does not embrace new technology; customers are loyal and have developed a solid business relationship with Lion over the years. Typically sales staff are able to offer unique discounts on an individual basis for specific ranges or products. A previous attempt to combine this offline flexibility with modern online business practices resulted in a mass of business rules leading to an over-complex user experience. The firm identified that having a strong ecommerce platform would differentiate them from their competition and allow them to dominate the UK online market but understood that in order to do so they would need help in rethinking their website.
We recognised that Lion had a diverse customer base, with differing levels of online experience and in order to understand the segments in more detail we ran workshops with the Lion management team to distil their market into core personas. We then sought the opinions of real customers through online surveys and telephone interviews whilst benchmarking the Lion site against its competitors through heuristic evaluation and reviewing Google Analytics statistics.
The resulting data was examined and the findings used by the UX team whilst planning the site’s architecture and drawing page wireframes. Meanwhile the design team created a visual language that could be used across the site, providing consistent calls to action and product elements.
The new designs and structure were used by our development team to build the site’s HTML interface before handing the files over to Lion’s own developer who integrated them into the website CMS. The new look and feel of the website not only presents Lion as a modern, online business but also maintains the heritage of the brand. It takes users on a journey where calls to action are clear and the online shopping experience is streamlined. New customers can easily sign up and existing customers can transfer their accounts to an upgraded system designed to carry on Lion’s traditions of personal service.
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