Bombay Sapphire Distillery Let the new home of Bombay be-gin!
In line with a Bombay Sapphire brand refresh, the distillery team asked us to redesign their website to align with the new creative guidelines, as well as undertaking a full UX audit and re-work to improve overall usability, visitor bookings and e-commerce conversions.
We started with a discovery workshop to define the primary objectives as well as gather a full understanding of the usability and performance metrics of the current website. We then carried out a full UX review of the current website, identifying that the sitemap and structure needed simplifying in order to drive users to relevant content. We also identified that the new structure required dedicated landing pages for campaigns.
On completion of the new sitemap, we moved on to user experience, defining key user journeys and creating wireframes for UAT (user acceptance testing). On approval we worked closely with the new brand guidelines to design an on-brand but distillery specific user interface design, making effective use of distillery-centric content such as cocktails and tour information, as well as showcasing the destination with photography and video.
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Our UI approach was to design specific page templates using individual components for both desktop and mobile. This meant that the distillery team would have the flexibility of building out future pages using any component block type of their choosing.
The new distillery website has proved a huge advancement in UX and UI, improving user journeys and the discoverability of core content types. The conversion journey has been re-defined and improved based on insight gathered at discovery. Unfortunately, the new website was launched during the Covid-19 pandemic. To date, evidence of improved visitor bookings is limited due to the closure of the distillery throughout 2020/21.
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