Project Overview
Made and owned by Australians, the Sydney Ugg Co. website is designed to appeal to a premium local market, and the international tourist, in particular the Chinese, Japanese, European, American and English traveller looking for authentic Australian Ugg Boots. The site markets Ugg Boots as a truly Australian commodity, an essential souvenir of your travels.
Project Commissioner
Project Creator
Team
Cord & Berg is a specialised branding and digital design agency.
We work with clients to develop memorable brands and innovative, beautifully designed digital assets, websites and applications. We focus on creating a seamless user experience to ensure the audience truly enjoys spending time with your brand online.
Project Brief
The branding and website design needed to be vibrant, modern and standout to compete in an already over saturated market while at the same time appear established and authentically Australian to stand apart from the vast range of fake product that exists in the retail and online space. Our design decisions and functionality chosen for the site aim to streamline the shopping experience – making selecting product and checking out as easy and enjoyable as possible.
Project Need
The aim of the site was to streamline the shopping experience, ensuring an intuitive
scrolling experience. We focused specifically on the UX of adding products to your cart, allowing you to filter between categories and type of product on the shop page, as well as easily switch between Mens, Womens and Kids styles from within the single product pages.
Shopping online can often be a drawn out process with multiple screens – we know that more often than not an Ugg Boot shopper knows what style they like and wants to purchase quickly. With this in mind we developed a one-page checkout that utilises overlays to prevent the process from becoming overwhelming, and naturally leads the user to the next step – validating the form at each step.
User Experience
To make comparing products as easy and enjoyable as possible each product in the main product gallery contains a second image on hover – allowing a user to see the back of each boot without needing to click into the single product pages.
The product gallery is designed to visually highlight the difference in height between the products, the most difficult thing to determine when selecting the right Uggs, and often the distinguishing feature a user will look for.
To accomodate the international customer, we've utilised a Google API so that a user can switch between currency's from any page, quickly comparing prices or checking out in their local currency.
The animated features and lazy loading selected add a smooth, sleek component to the site, complementing the high-end product and reinforcing the quality of authentic product, as opposed to the fake product that currently exists in the online space.
Project Marketing
We have included sharing tools across the site to make the process of buying Uggs a social one, allowing users to share a product they are considering or have already purchased to their social media platforms, or privately by email.
Each time a user purchases a pair of Uggs the site asks members to rate the product– both by email notification and on their profile page. The rating allows users to give their Uggs a star rating that is then added to the top left corner of products featured in the main product gallery. This again adds a social element to the shopping experience – allowing visitors to see which products have been the most popular with other customers.
Project Privacy
We have chosen to use the payment gateway, Braintree to ensure customer data is keep secure.
Users can elect to view the site and purchase product as a ‘guest’ using an email address.
Alternatively, customers can create an Ugg log in by inputting their details or signing up with Facebook or Gmail for ease. Members have access to their own profile in which they can add a profile picture, rate their purchases, view past orders, track their orders and update their billing details.
We were faced with an unusual privacy challenge for this project, in that the word ‘Ugg’ is not allowed to be used outside of Australia due to a trademarking law. Therefore, how do we sell Sydney Ugg as an authentic Ugg Boot company? To overcome this challenge, we designed a logo variation called Sydney Boot Company, explaining to users on the 'About' page and during checkout that if international shipping methods are selected the product will be sent from the partner company, Sydney Boot Co. Keeping this statement as clear and transparent as possible.
Digital - Retail & Shopping
Digital design that makes our online retail experiences seamless and enjoyable or have that Wow factor is what will stand out here.
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