The OPPORTUNITY

As a trusted David Jones partner, we had the opportunity to assist with fast tracking key items identified in their strategic roadmap. Our initial focus area was to uplift the Product Description Page (PDP), however, it was recommended that it would generate more value in tackling the online purchase journey from PDP all the way through to payment in the checkout.
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David Jones’ checkout process was one of its strengths, having a relatively high conversion rate once a user added a product to the bag. Through a variety of discussions and workshops to understand the complexities of David Jones, we were able to bubble up to the surface, a number of key features and experiences that could be optimised to continue increasing the conversion rate.

Our thorough analysis during the discovery phase revealed three problem areas:
Display of stock availability and fulfilment options throughout the journey created confusion and uncertainty.

Product recommendations were not relevant to all customers, resulting in lost opportunity to upsell and cross-sell.

The checkout process was lengthy and lacked flexibility, leading to potential abandonment before purchase completion.

These challenges may impact customer satisfaction and business performance, potentially leading to a decrease in conversion rates and reduced customer loyalty in the long run.
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The Solution

Improve the decision-to-checkout journey by displaying accurate stock-on-hand and fulfilment options, tailored recommendations and optimised checkout process.
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The solution includes a thorough redesign of the decision-to-checkout journey, focusing on targeting the key challenges identified. We began by engaging key stakeholders through workshops and interviews to assess the current landscape and identify opportunities. A competitive analysis informed our initial e-commerce design concepts, validated through sentiment testing. Insights from these tests drove iterative design improvements, while usability testing and real-time adjustments ensured alignment with user preferences, business goals, and technical feasibility.

Through the design sprint process, the team was quickly able to identify solutions which include:

Clear, accurate and transparent stock availability and fulfilment options
Strategically-placed product recommendations that resonate with the user.
Streamlined checkout that highlights David Jones’ unique multiple delivery service.

The Outcome

To best prepare David Jones for longstanding success, our solution was broken down between quick wins, feasible for implementation today, and strategic solutions, which require more time and resources. The recommendations on optimising the purchase journey provides a validated path forward which considers business viability, human desirability and technical feasibility.

The web enhancements have already been part of iterative releases which are each working towards the end goal of completely transforming the decision-to-checkout experience over the next 12 to 18 months.

The optimisation and modernisation of the purchase journey will make it enrich the users experience, in particular:

An uplift of dwell time and product research for a customer due to features focused on a personalised journey as well as accurate stock, familiarity of the interface, and ease of use.
An increase in conversion and reduction of abandoned carts due to a seamless and intuitive flow.
Increased task completion rates in the checkout with features to streamline the process and ensure the use is well informed during the checkout.

In future releases, once all top solutions have been implemented, we predict:

Users will be extremely satisfied with increased transparency of stock on hand and fulfilment options throughout the entire journey
Users will appreciate seeing relevant product recommendations.

The improved experience would not only retain existing customers but also attract new ones, driving long-term business growth through the retention of existing customers and attracting a new customer base.

Experience Design & Product

We put the “wow” in WOWEE! Championing your business in delivering seamless and integrated digital experiences through a technology-led approach. Delivering a balanced approach of desirability, feasibility and viability — we work with you in advising up, executing down and rippling out experiences that leave your users wanting more.

Software Engineering & Cloud

CLOUD NATIVE IS HERE TO STAY: Software Engineering & Cloud are very much intertwined capabilities. You can’t build modern, flexible software, as a Software Engineer, without an understanding the power, and peril, offered by Cloud computing.

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