Revamping the online boutique experience with a Shopify redesign
Tuckernuck is devoted to curating quality clothing, accessories, and home goods for a classic, modern lifestyle. Domaine was given the opportunity to manage the Tuckernuck retainer while also working towards a full website re-design. Strategy worked closely with the Tuckernuck team to define the product roadmap for a truly exception boutique online store experience.
Tuckernuck turned to us to bring their branding and ecommerce experience to a more contemporary space. They wanted their site to better hold up against their competitors - including overall new look & feel, user experience (UX) improvements, and many functional changes to the site design. They also wanted the site to highlight their curatorial expertise and strong community.
The Tuckernuck brand is a lifestyle brand and they wanted their site to feel like a place for their consumers to get style tips to better pursue their lifestyle. The UX team looks for opportunities to better highlight looks, curation, and styling tips. The Design Team focused on creating a simple clean design system that felt light yet sophisticated.
We collaborated with Tuckernuck to define their Objectives and Key Results (OKRs) to guide our collective teams. Leveraging this we designed a custom impact/effort analysis to prioritize initiatives and build out an 18 month long product roadmap.
Domaine provided GA4 support and maintenance to ensure data collection was accurate and to establish new baseline KPIs within GA4 after the transition away from Universal Analytics.
The key challenge for Tuckernuck stemmed from their abundant amount of categories. We took a deep dive into their analytics and how users interacted with the different categories, with a focus on mobile. We unearthed that 8% of total traffic was coming from 10% of their categories, revealing that most categories were creating confusion while having a negative impact on SEO. We solved the navigation by focusing on the important categories, and still allowed the less important ones to be discovered via filters and an impactful visual navigation on the PLP.
Tuckernuck is excited to bring gifting options to their customer at a product level. User can add gift messaging and gift wrapping to specific products. User can select from different wrapping papers as well!
One of Tuckernuck's brand goals is to put the customer first. By introducing a new loyalty program, they hope to excite their loyal customers and increase retention rate. This aligns directly with their KPI "increase purchase frequency with the launch." Using Yotpo for their main landing page, we looked for ways to integrate and showcase the loyalty program elsewehere on the site including: Account dropdown, Account Order History or "VIP Rewards" and during checkout.
We built a section library for Tuckernuck and all our clients, to ensure we consider individual sections and how they can be reused or repurposed for any page on the site. With Shopify Plus, any section can be used anywhere on the site. Within design we align with our clients on section types and layout variations per section to ensure we are create flexible sections that our clients can use for many different layouts and purposes.
Domaine's ongoing retainer and redesign for Tuckernuck has modernized their online presence with a clean, sophisticated design and improved UX, highlighting their curatorial expertise and strong community. Enhanced navigation, gifting options, and a new loyalty program, coupled with a flexible section library, have optimized the user experience and supported their strategic growth objectives.
