SAVIOR

Client

FISHOP

Year

03/2024

BRANDING

Before beginning the optimization of The Fresh Fish Shop’s Shopify store, a comprehensive research phase was conducted. This included:

Market Analysis: Evaluating the online seafood market to understand trends, customer preferences, and competitors.
Customer Feedback: Gathering insights from existing customers through surveys and reviews to identify pain points and areas for improvement.
Performance Metrics: Analyzing the current performance metrics of the Shopify store, such as page load times, bounce rates, and conversion rates, to establish a baseline. During this analysis, it was found that over 50% of buyers used smartphones, which significantly influenced our design choices to prioritize mobile responsiveness and user-friendly navigation.
Platform Limitations: Understanding Shopify's limitations and opportunities to adapt our strategy accordingly. Initially, we worked within the constraints of Shopify's provided templates to make quick improvements.
Template Customization: Through the research phase, we discovered that we could implement and code our custom templates, which provided the flexibility needed for a more tailored and optimal solution.

Development

The development phase focused on implementing technical improvements and new features to enhance the store’s performance and user experience. Key actions included:

Code Optimization: Refactoring existing code to improve load times and reduce server requests.
App Integration: Integrating essential Shopify apps to streamline inventory management, enhance SEO, and improve customer engagement.
Custom Features: Developing custom features such as a product recommendation engine, advanced search filters, and a user-friendly checkout process.
Enhanced Search Functionality: Introducing a clear and prominent search bar, designed to help customers quickly find the products they were looking for. This search bar was equipped with helpful hints and suggestions, making the search process more intuitive and efficient. Additionally, implementing a robust system of product recommendations to guide users towards related and popular items based on their search queries and browsing behavior.

Design

The design process aimed to create a visually appealing and intuitive shopping experience. This involved:

Wireframing and Prototyping: Creating wireframes and interactive prototypes to map out the user journey and layout.
Visual Design: Developing a cohesive visual identity that reflects The Fresh Fish Shop's brand, including color schemes, typography, and imagery.
Responsive Design: Ensuring the site is fully responsive and optimized for various devices, from desktops to mobile phones, with a strong emphasis on mobile users due to the high percentage of smartphone traffic identified.
User Testing: Conducting usability tests with a sample group of users to gather feedback and make iterative improvements.

Rebranding

The rebranding phase was crucial in aligning The Fresh Fish Shop’s visual and verbal identity with its business goals and target audience. This phase included:

Brand Strategy Development: Collaborating with stakeholders to define the brand’s mission, vision, values, and unique selling propositions (USPs). This strategy served as the foundation for all rebranding efforts.
Logo Redesign: Creating a modern, versatile logo that encapsulates the freshness and quality of the products. The new logo was designed to be easily recognizable and adaptable across various mediums.
Color Palette and Typography: Selecting a new color palette and typography that reflect the brand's personality—fresh, trustworthy, and premium. The chosen colors and fonts were applied consistently across all branding materials.
Website Redesign: Overhauling the website's design to reflect the new brand identity. This included updating the homepage, product pages, and checkout process to ensure a cohesive look and feel.
Marketing Collateral: Designing new marketing materials such as business cards, packaging, and promotional content to ensure a unified brand experience. This also extended to digital assets like social media profiles and email templates.
Brand Guidelines: Developing a comprehensive brand guideline document, also known as a brand book, to ensure consistency in branding across all channels and touchpoints. This guide included specifications for logo usage, color schemes, typography, and tone of voice.

User Experience Enhancements

To address the identified challenges and improve user experience, we implemented several strategic enhancements on The Fresh Fish Shop's Shopify website:

Enhanced Search Functionality: We introduced a clear and prominent search bar, designed to help customers quickly find the products they were looking for. This search bar was equipped with helpful hints and suggestions, making the search process more intuitive and efficient.
Last Viewed Items Feature: A feature allowing users to easily access their last viewed items was introduced. This facilitated a seamless browsing and purchasing process, enabling customers to quickly return to products they were interested in without having to search for them again.

These enhancements aimed to streamline the shopping journey for customers, leading to increased engagement and ultimately, higher sales conversions. Through these strategic improvements, The Fresh Fish Shop successfully optimized its Shopify website for increased sales and improved user satisfaction in the competitive landscape of e-commerce.