The aim of the website was to create a modern platform where purchasing ugg boots could be an enjoyable and easy process while at the same time position the brand as an experienced, industry leader. We achieved this by utilising modern fonts, icons, colours and premium product photography in combination with references to the Sydney lifestyle, animated features and interactive functions to give the site an overall sleek look and feel - representative of a switched on, authentic Sydney company.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The Sydney Ugg Co. website is designed to appeal to a premium local market, and the international tourist looking for authentic Australian Ugg Boots. To stand out in an already oversaturated market, full of fake product we focused on creating a modern design, while also streamlining the shopping experience through a custom one page checkout and features such as, allowing a user to switch between categories from within the product page, filter their search, create a profile and easily understand the height difference between products - the distinguishing and often difficult feature to determine when purchasing new boots.
OPERATION / FLOW / INTERACTION:
The distinguishing feature of the Sydney Ugg website is the one page checkout, that utilises overlays to prevent the process from being overwhelming - the checkout is validated at each step for efficiency. A user can also create a profile to track their order, rate the products they have purchased and save their billing details - to again speed up the checkout process. They can also compare prices or checkout in their local currency by using the Google API we have utilised for the currency drop down
PROJECT DURATION AND LOCATION:
December 2015 in Sydney - April 2016 in Sydney
PRODUCTION / REALIZATION TECHNOLOGY:
The website was built using the platform Laravel
SPECIFICATIONS / TECHNICAL PROPERTIES:
ugg boots, ecommerce, digital, website, design, footwear, sydney, uggs
Before beginning the design process we held a brand session with the client to pull out the necessary information we needed from them in terms of audience perception, TOV, audience segments, business goals and points of difference. We spent time looking at the latest functionality, competitor websites and the client's target agencies to develop something that would appeal to them.
There is a trademarking law around using the word 'ugg' internationally. To overcome this challenge and still position Sydney Ugg as an authentic ugg boot company we designed a partner logo called 'Sydney Boot Co.' and explained that when international shipping methods are selected the product will be branded using the partner logo. This is explained in a clear and concise manner on both the 'about' page and during the checkout - only when international shipping is selected.
TEAM MEMBERS (2) :
Jeff Ginsburg and Samantha Cordingley
Cord & Berg, 2016.