Letterkenny E-commerce Website
Location
Toronto Canada
Team Size
5
Areas
B2B | Ecommerce | TV Merch
Date
September 2022 to December 2022 (3 months)
Leading the rebranding of the Letterkenny merch store to solve for low brand trust. By replacing a generic Shopify template with a custom brand identity, we eliminated confusion regarding third-party sellers and created a more immersive, authentic shopping experience for fans of the Canadian series.
Our Team
Babak Jahedi - Graphic Designer
Wilson Fung - UX Designer
Zoe Zheng - UX Designer
Devika Anupraj- Marketing
Damola Oladejo- - UX Designer
What I Did
UX Design
Competitive Analysis
User Journey
Brand Redesign
Shopify Store
Tools
Figma
Adobe XD
Adobe
Design Outcome
Reduced cart abandonment by 25%
Increased brand identity
Explore Website
Website: shop.letterkenny.tv
Explore Redesign
Redesign: https://xd.adobe.com/view/60683448-d1f0-4596-ac87-cde7e899330a-353b/?fullscreen=
The Problem
Cart Abandonment: A significant number of users add items to their carts but exit the mobile site before completing the purchase.
Third-Party Competition: Potential customers are opting for external marketplaces over the official site, likely due to better-perceived reliability or pricing.
Lack of Authenticity: The current "template-like" design feels generic, making the brand appear less credible or unique to the consumer.
Mobile User Experience (UX): The existing mobile interface fails to create an engaging or seamless journey that encourages conversion.
Goals
Reduce the issue of frequent abandoned carts
Increase website authenticity to prevent users buying from 3rd party websites
Give a Letterkenny experience for the users
Redesign Importance
Build authenticity to the Letterkenny ecommerce website to avoid competition from 3rd party merchandise.
Build immersive experience for users
About
Letterkenny is a Canadian television series, about residents of Letterkenny belonging to one of three groups: Hicks, Skids, and Hockey Players, constantly feuding over seemingly trivial matters, often ending with someone getting their ass kicked. shop.letterkenny.tv is the official merchandise store for show lovers to purchase apparels and goods.
Objective
Building a new design for Letterkenny ecommerce store for mobile experience according to the current website in XD, to create an immersive experience, reduce abandonment cart issues and build trust for the store. Providing content strategies and marketing strategies to tackle the above problems
Deliverables
Current State Analysis | Competitive Analysis | Persona | Information Architecture & User Journey | Content Strategy | Style Guide | Wireframe | Prototype
Goals
Reduce the issue of frequent abandoned carts
Increase website authenticity to prevent users buying from 3rd party websites
Give a Letterkenny experience for the users
Redesign Importance
Build authenticity to the Letterkenny ecommerce website to avoid competition from 3rd party merchandise.
Build immersive experience for users
Content Audit
Sold Out Products
Inconsistency in size chart
Description of Product
Add more sample photos
More information on shipping and return policy
Competitive Analysis
Overall Impression (Immersive Experience)
Ease of Use
Call To Action (CTA)
Product Photo and Descriptions
Sizing Information
Content Strategy
Call To Action buttons+Sticky Button (Abandoned Cart)
Set Up Exit-Intent Popups/ Interstitial (Abandoned Cart)
"About Us" Page (Increase Authenticity)
4."Letterkenny" Character Page (Increase Authenticity)
Persona
User Journey
UX Theme
The shopping experience currently does not provide an immersive online shopping experience similar to the Letterkenny show. Games of Thrones, in our competitive analysis, provide a good experience for view lovers; they use different elements in the show on their website to make it more interactive. Another website which is doing a good job is the Harry Potter website, the backgrounds, buttons, frames, and navigation bars provide the users with an experience inside the Harry Potter show. We want to create a similarly immersive experience for Letterkenny lovers by adding different Letterkenny elements, themes and little surprises on the page to amaze the website users.
Style Guide
Site Map
Next Steps/ Recommendations
Main Character Videos (Increase Authenticity)
Ask Actors and Actress to model (Increase Authenticity)
Better SEO results (Marketing Strategy)
Instagram Page and Shop (Marketing Strategy)
Add more to the "Sort by" system (User Experience)
Games and Trivia (Increase Authenticity)
Use Trustpilot (Increase Authenticity)
Results
Letterkenny team was more than satisfied with the results and implemented multiple strategies
Reduced cart abandoned by 25%.