R.M.Williams
Crafted for performance: balancing brand integrity with conversion optimisation.
UX Lead
2 years
Research, design
Background
R.M.Williams asked us to use experimentation to help them learn more about their customers and make it easier for them to shop—without losing the premium feel.
Approach
We started by digging into the data, talking to real customers, studying competitors, and pulling apart the site design. The research showed us where people got stuck, what mattered most, and where the experience wasn’t living up to the brand.
This research led to hundreds of test ideas, which we worked with the R.M. Williams team to shape an experiment roadmap.
Over two years we continuously ran experiments to improve site, exploring navigation, filtering, size selection, checkout and more. Every change was A/B tested and the results rigorously documented to make sure it worked for customers and kept the brand feeling like R.M.Williams—not just another online store.
Above: pages from the research document.
Impact
The work made life easier for customers—we helped them find what they were looking for, understand the products better, figure out what size they need and get through the checkout faster.
Our tests also gave R.M.Williams a clearer view of what their customers actually cared out This helped them avoid expensive mistakes and only invest where it mattered. We explored the impact of:
"Shop the look" tools
Video content
Buy-now-pay-later methods
In-store stock visibility
Not every idea was a win, but every test taught us something that pushed the site towards a best-in-class customer experience.
Design samples
Below are a few examples of the experiments I designed. The results are confidential, but I can share the visuals.
Size selection simplified:
Current Experience
New design
This small change had a huge impact on the way people behaved—it more than doubled the number of customers selecting their size! We also saw a significant increase in the number of people adding to their cart. Both promising behaviours that nudge people closer to a purchase.
Checkout optimisation—or not!
Current Journey
New Journey
We hoped to shorten the purchase journey by removing a redundant step—after all, a whole lot of other online stores skip the Shopping Bag and go straight to the Checkout.
Good thing we tested what seemed like an obvious improvement—we saw a significant decrease in the number of completed purchases. Disaster avoided.
Product gallery layout
Current Experience
Variation 1
Variation 2
This test measured a number of 'purchase intent signals' (e.g. clicks on images, size selection, add to bag) to understand how different product gallery layouts impacted behaviour.
Variation 2 was the winner, allowing the premium brand to shine through with large, high-resolution product images making a stronger visual impact.
Want the nitty gritty?
This case study's pretty light on detail—NDAs and all that. Get in touch if you want to talk shop.
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