Glenmuir - UX Review | Xigen

Improving eCommerce usability and enhancing the customer experience with a UX audit

Glenmuir has been manufacturing golf clothing in Scotland since the 19th century, and is the world’s oldest golf clothing brand.
Designing and supplying shirts and knitwear to European Ryder Cup teams for over three decades, the Glenmuir brand can be found in luxury golf resorts around the world.

Service overview

UX Review

The challenge

Glenmuir reached out to us in 2023 after we sent them our ‘Website Wars’ document – a mini review of the user experience (UX) across different golf apparel eCommerce sites.

We had ranked their eCommerce store as ‘average,’ and they were curious to see how we could help them improve it.

Our UX team recommended a more thorough UX review, which would go into detail about what Glenmuir was doing well and suggest ways it could improve.

List of Baymard checkmarks

A highly comprehensive UX review

Our first step was to arrange a meeting with Glenmuir to help us understand the thought process behind the existing eCommerce site as well as the brand’s revenue drivers. This meant we knew what testing elements to prioritise and what Glenmuir wanted to get out of the project.

We then carried out a thorough UX audit of the website on both mobile and desktop devices, using Baymard Institute’s UX standards. In our first review, we assessed over 800 different guidelines including the homepage, category navigation, on-site search, product pages, and checkout process.

Once completed, we sent Glenmuir a detailed report, using easy-to-understand language and annotated screenshots to report our findings and explain which changes would have the most impact.

We accompanied the report with Mouseflow screen recordings so the Glenmuir eCommerce team could see how real users were navigating their website.

The results

Glenmuir was highly receptive to the suggestions we made and was eager to make changes.

The brand was so happy with our initial UX review that the eCommerce team now request annual UX reviews. This helps make sure any amends they make are in the best interests of their website users, and keeps them up to date with the latest UX trends and recommendations. In 2023, we gave the website an overall UX score of 42.3%. In 2024, this score increased to 55.7%, a testament to Glenmuir’s hard work behind the scenes.

We have also assisted the team with additional digital marketing support, including redesigning their email marketing strategy and suggesting a new navigation design layout.

Conclusion

A UX review is a fantastic way to understand the journey your customers take on your website and identify quick wins you can make to improve the time spent in your store.

At Xigen, we have over two decades of experience conducting UX reviews, using state-of-the-art tools to help you optimise every touchpoint of your eCommerce store.

Want to make well-thought-out changes that transform your website? Get in touch with us today to find out more.

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