The Brief

Smyths Toys wanted to boost conversions on their eCommerce website and increase the number of users creating an account by making adjustments and improvements to the UX and UI, especially on mobile. Around 60% of their traffic was via mobile yet the mobile conversion rate was extremely low, this was the main area they wanted to focus on while also expanding these improvements to the desktop website. Smyths wanted the experience of visiting the website to be like visiting one of their stores, fun and playful but also being able to browse very easily.

The Result

A completely new and modern look to their overall UI while still adhering to their strict brand guidelines. Fresher and much more engaging for the user with new tools such as a “Gift Finder” wizard, adding features like wishlists and giving users fun incentives to create accounts instead of checking out as a guest. Improvements to the Basket such as gifting options and to the Checkout on mobile in particular to make the purchasing journey much simpler, so much so that it made users return and purchase again. We added subtle and playful transitions into the pages to make the site magical for any children that visited the site. Improved categories and product pages and added an intelligent search feature that predicts and suggests what the user searches for.