Foreword by Oisín Hurst – Director of Brand Strategy.
I never stop to ‘smell the roses’ (as some people say). I’m not entirely sure as to why. Usually, by the time a product or project has been completed, my mind needs to quickly pivot towards the next challenge. In truth ‘needs to’ isn’t quite accurate. It’s more of a habit than a need. But after seven years, maybe it’s time, as a team, to pick out a few favourites. So here they are.
I enjoyed working on the KBC website redesign, I felt a part of each step in the process from start to finish, I was able to leave my mark and am really pleased with the final result.
Pet Drugs Online
It was the first eCommerce project I had the opportunity to work on from the beginning. I learned a lot working with this client (UX/UI). With the level of knowledge and expertise applied, we achieved a really positive result.
ESB Real-Time Visualisation
It was the mission where I learned the most. The application we created was different from anything that existed before, All while helping ESB to save millions.
Likha Digital ExperienceClément's Pick
I loved being able to explore animations on this project, I learned a lot and I think it’s one of the cleanest projects I’ve coded.
CSSDA Website of the Year 2018
There’s a whole host or reasons, working on an international showcase experience, pushing the project knowing that it’ll be seen by industry peers around the globe, the concept itself was so much fun.
But actually the biggest reason is the level of collaboration. We, as a team, sweated every detail, movement, effect and interaction.
Sinead & Suganthini’s Pick
Sinead This was the first time I was exposed to fast prototype user testing and it was a great insight into WONDR’s ways of working. It shows the value, rapidly testing the design with users can bring.
Suganthini My first ever project; working as part of an experienced team, I’ve learnt so much in a short time and really developed as a designer.
Every person in Ireland visits ESB Networks at some point in their lives, so it feels like we’re making a really important contribution to people across Ireland who depend on info from networks during storm season.
Econsultancy recently shared a post called ‘Four online experiences that impressed me during lockdown (and what brands can learn from them)’ and our client Pet Drugs Online were listed as one of the four.
We’ve worked with this brand for a number of years to reimagine their digital brand experience which led to the design of their eCommerce platform built on Magento.
Considerable thought was given on improving the whole user experience and it was a delight to see the author to pick up on the details we worked hard on and that have delivered such strong results for the brand that made them the No 1 Pet Care brand in the UK.
If you want to know a little more behind the project you can read a more detailed interview on the story behind it all. Alternatively you can view the case study where there’s plenty of lovely pictures of pets.
They welcome you home. They purr, they bark, they chirp. Some of them get you up for a brisk walk on a crisp Winter morning when all you want to do is stay under the duvet. They’re dependent on you when they’re sick and hungry.
All across the globe, pets are cherished companions and owners do what they can to Love Them Well. This is the insight that helped us make the online pet medicine retailer, Pet Drugs Online the best performing Magento eCommerce site in the world.
Although the business was performing well as an eCommerce platform, the real challenge was to stand out in the market and build trust with new consumers. We partnered with the client team to define their digital brand & user experience design in order to build trust, make the purchase of pet medicine easier with overall goal of increasing the online revenue.
For WONDR, delivering results for eCommerce clients is all that matters.
Just a year and a half later Pet Drugs Online have seen significant revenue uplift from investment in the UK, ahead of a European roll out plan.
YoY growth in 2019
Estimated YOY growth 2020
UK Pet Healthcare brand
Neil Fitzpatrick Pet Drugs Online
We went from 3rd biggest Pet Health Care brand in the UK to number 1 in 18 months. The work we did with WONDR rolled out across every channel. The brand message is clear. We are the brand that allows you to love your pet better.
Defining business goals
For WONDR it started with in depth discovery sessions to understand the business, its systems & people, listening to all staff members and compiling a coherent plan to set the project in motion.
Just simply having functional digital transactions is not enough anymore, building brand trust and an emotional experience is critical as it has always been for brands, just the technology has changed.
Working with a progressive minded culture that Neil has built in PetDrugsOnline gave us the opportunity to demonstrate that setting your digital brand right is just as important as getting your UX journeys nailed. We know how to help brands deliver great customer experiences that make significant uplift to brands online revenue.
Setting the brand
As part of the process we helped define the brand positioning of ‘Love Them Well’ and created the brand system for all digital channels. This included brand mark refinement, typography, UI styling, photography guidance, patterns, eCommerce component styling, as well as a complete set of social and video templates. This set in place a simple set of guidelines for the in house creative team to implement.
Dermot O’Shea WONDR
Building brand trust and an emotional experience is critical as it has always been for brands, just the technology has changed.
Building a richer user experience
We researched this brand and user experience extensively to get a solid understanding of what the opportunities were there to deliver better customer experiences and increase revenue.
Dermot explains, “The brand had a reasonably good conversion rate, however it was clear from research that the PDP and checkout pages needed particular attention. We had to make the process of uploading prescriptions easier and remind people that this is all for the love of their pet, so finish the journey.
We carried out extensive user research which included GA analysis, user video analysis, stakeholder interviews as well as one to one sessions with customers to establish what works best for the them.
We prototyped fast, tested with the call centre staff & real customers as we went to refine and adapt the user experience. This was invaluable as it allowed us to make modifications to help us refine the checkout in particular. The financial success today as a result of this, speak for themselves.
Oisin Hurst WONDR
Don’t be frightened. Don’t skimp on the user research as part of your budget. Listen to your customers, it will pay to do so!
Putting design into motion
Oisin Hurst, WONDR Creative Director says, ‘After we set the brand we created a cloud based tool kit which allowed all of the integration team and 3rd party tools to access one central library to get all the brand assets and styles. This made iterating new features and rollout of front end much faster than traditional methods.’
Setting emotion on the website was important and we did this through video, imagery, typography, copywriting and colour palette to communicate the brand proposition.
The prescriptions journey was designed to be effortless, leading with in site search to help customers find what they needed faster. To create a richer, topical and genuinely useful experience we created an advice centre for users to discover pet-care tips and related, relevant products.
Video content is critical for mobile and we build a system to allow the brand to launch the platform and refine core propositions, guided by three pillars, Trust, Convenience and Value.
Neil Fitzpatrick Pet Drugs Online
In an already crowded market, we are the only brand in the UK growing at that rate and that shows just how on the money the overall brand revision was.
A partnership for success
Partnering with clients for product management can’t be underestimated. We helped the team to brief, document and liaise with the chosen integration partner.
Understanding the development process, we assisted the Product Owner in Pet Drugs Online, pushing as much functionality into the first release as possible and worked closely with the team using Confluence to set the project and manage its delivery.
Creating a lasting bond
The brand invests heavily in PPC and SEO but to complete the journey we needed to build audience engagement and real connection. In a move away from generic posting we devised a campaign that would build trust and emotional connection. Brought to life through some simple social video advertising that struck a cord with pet owners.