Letts of London, refreshing a 200 year old brand


Role

UI & UX design

Team

Letts of London

Sector

Contract | E-commerce

The Client

Letts of London is a brand of stationery that originates from the mid 18th century. It manufactures a range of stationery products, including notebooks, journals, diaries, personal planners, guest books and address books.

The Challenge

After the creation of a major new collection the Letts team needed to introduce their new products and services online. The existing site had overly complicated user journeys and was not going to be able to accommodate these new areas effectively. The brand’s unique history was also getting lost on the existing site and the team hoped to find a way to bring this to their audience more effectively. The problems we needed to resolve was 
the customer journeys from product to sale, access to the new personalisation service and bringing the brand’s heritage into the overall user experience.

Steps taken
I reviewed the existing site this audit highlighted issues with site structure, 
UI styling and user journeys.
Working in priority order I created new user journeys for the introduction of the journal area, a route to explore the personalisation process and an easier purchasing experience. Wireframes and a new site map followed with feedback from the development team throughout. With the new structure in place I created the new UI creating revised components, typography, interactions and icons.

I hired Scarlet to support on the redesign of our website and was incredibly impressed with her professional approach and execution. Calm and methodical; Scarlet supported on this project from UX through to final front end design - liaising with our global content manager and developers. The final results gave this heritage brand the front end it deserved, while improving customer journey and conversion.

Daisy Fisher, Brand Creative

The Outcome

Working alongside the in-house marketing and design team meant I was able to really gain a thorough understanding of the brand, its audience and future direction.

The finished design provided simple user journeys and a more sophisticated interface that reflected the products themselves. Keeping the brand back in line with its competitors, and allowing customers to access to the new range and services with ease.
But we were able to narrow in on the shared pain points and create solutions that simplified the overall experience. Focusing on search, the table experience, exporting and allowing the user to move between data points and creating a consistent UI has vastly improved the tool.
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