ROLE
IA, Concept, Art Direction and Design.
Brief
The brief was to restructure and refresh the E-Commerce website and highlight the four main brand pillars; Fragrance Combining, Scent Surround, Art of Gift Giving and the World of Jo Malone.
Strategy
Jo Malone are a quintessentially British brand owned by Estee Lauder. They sell luxury fragrances, candles and beauty products. The strategy was to divide the website experience into 2 main user journeys. One was the rational journey for the regular shopper, a user who knew the brand and just wanted to buy and make a quick purchase. The other was the experiential journey, these users could learn & discover the products, watch films explaining how to scent your home and create your own bespoke scent, while being easily able to purchase at any point of the journey.
Solution
The solution was to create an expandable website that immersed the visitor in the World of Jo Malone, allowing the lifestyle photography, film and interactive product areas to be the heros. The look and feel was refreshed and we kept a a nice nod to the heritage of the brand by working with Illustrator Yoco to create illustrations and icons throughout the website.
Results
The results were hugely positive with an increase in sales and decrease in basket abandonment. The website also picked up a Golden Chariot award for best online brand experience.
Ciara Meaney was employed by StoryWorldwide for this project.
