Dunelm wanted to encourage customers to buy a wider range of associated products

Using inspiring photography and showcasing a number of products in a real environment. Our main goal was to showcase these products in a way which encouraged interaction on mobile devices to drive sales.

Goals included:

  • Enable customers to shop for a product and be exposed to all the related products in that range or collection.
  • Give this new area of the Dunelm website a premium look and feel.
  • Improve interaction on mobile and tablet, acting as enablers to sales-conversion.

Service overview

The challenge

Xigen attended several design workshops, working with the team at Dunelm to identify the key areas of improvement for this customer journey, feeding our ideas into their artwork and highlighting any potential technical challenges along the way. Dunelm are making big strides in positioning themselves as a competitor to the premium brands in their space.

“Xigen had no problems understanding the brief in context with the competitive environment, quickly translating our designs, wireframes, and requirement-stories into a slick and impressive front-end experience.”

Product Owner

Improved conversion

Having worked through the designs and the data requirements with Dunelm, the result was a new area of the Dunelm site that offered customers a vast, highly-polished and easy to use way to view and buy multiple products. Dunelm have seen an increase in traffic and product sales since the launch of Shop By Collection.

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Improved customer journeys

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Increased traffic

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Increased product sales

Tablet and mobile

“Working with Xigen is always a pleasurable experience. Their speed and diligence always impresses Dunelm colleagues and management alike, as does the depth of knowledge and resources available to them.

Testing was robust and any issues found a fast resolution. We were kept informed throughout the development process and could watch and feedback on the result taking shape on our screens.”

Product Owner

Mobile on desk
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