Client
Joann
Project
Refresh Omnichannel Experience
Industry
B2C
Consumer Packaged Goods
Retail & Consumer Products
Services
Commerce Enablement
Content and Creative
Customer Experience (Cx)
Innovation
Background
JOANN Fabric and Craft Stores opened its doors in 1943. Today, JOANN is a leading fabric and craft specialty retailer with locations in 49 states.Brief
BORN was tasked with updating navigation to accommodate easy wayfinding of extensive catalog (+200,000 items) and UX of purchase journey (PLP, filtering, PDP, cart, checkout) to focus on omnichannel experience (BOPIS), along with moving from Demandware to SFCC.Goals
The overall goal was to increase the website’s effectiveness by making the experience compatible with omnichannel and updating the platform, mobile optimization, checkout, look & feel, class registration process, and PLP experiences. All while keeping ADA compliance in mind.Challenge
It was critical to ensure users are aware of omnichannel purchasing options by incorporating all available options throughout the purchasing experience clearly and effectively. This was achieved by enhancing the mobile and desktop experience and search functionality (200k SKUs).
New Navigation
Updated the shopping experience to make it easier for customers to find and access the full line of products.Customer Rewards
BORN updated the loyalty and rewards tracking experience to help with customer satisfaction.
BOPIS
BORN examined how buying online and in-store relate. Then redesigned the purchasing experience to focus on buying online and picking up in-store (BOPIS).
Custom Fabric Tool
Created a unique online experience where customers can upload custom fabric styles.
Solution
For this project, BORN conducted discovery sessions, onsite tours of imagery, and two rounds of user testing, which provided insight into the best way to enhance the overall website experience. Our team increased the capabilities of the platform to work seamlessly with all available omnichannel purchasing options.Outcome
As a long-standing client of BORN, JOANN Fabrics has benefited from ongoing optimization. With the most recent update, the website supported a massive spike in sales (77%) during the COVID-19 pandemic. Having focused on BOPIS was key to the success.Long-term value
By focusing the latest update on enhancements to the purchasing experience and BOPIS capability, customers can now easily search the entire inventory and choose their buying preference. This allows for an adaptable environment when online sales experience fluctuations.Next Case Study – John Lewis
Client
Burpee
Client
Burpee
Project
Consumer Sales Site Redesign
Industry
Agriculture
B2C
Services
Content and Creative
Customer Experience (Cx)
Background
JOANN Fabric and Craft Stores opened its doors in 1943. Today, JOANN is a leading fabric and craft specialty retailer with locations in 49 states.Brief
BORN was tasked with updating navigation to accommodate easy wayfinding of extensive catalog (+200,000 items) and UX of purchase journey (PLP, filtering, PDP, cart, checkout) to focus on omnichannel experience (BOPIS), along with moving from Demandware to SFCC.Goals
The overall goal was to increase the website’s effectiveness by making the experience compatible with omnichannel and updating the platform, mobile optimization, checkout, look & feel, class registration process, and PLP experiences. All while keeping ADA compliance in mind.CHALLENGE
The site required the creation of an extensive user database based on geographic regions and grow zones, new site copy for easy readability, a customized content management platform and a new eCommerce site that can upsell products while utilizing coupon codes and gift cards.
OUR APPROACH
BORN worked to better understand Burpee’s unique customer base through a series of workshops, including tone of voice and branding exercises. The team then co-created a new digital experience featuring a responsive sales site and an extensive resource library for increased customer engagement.
CONTENT MANAGEMENT SYSTEM
BORN designed a customized content management system with regional ordering, sales and promotion options and an improved checkout and shipping page.
NEW SITE MIGRATION
BORN integrated the site with a legacy Microsoft Dynamics ERP and later migrated it to a newly-launched Microsoft D365 ERP.
NEW CASE STUDY – ET Sprayer
Client
Joann
Project
Refresh Omnichannel Experience
Industry
B2C
Fashion
Retail & Consumer Products
Services
Brand Experience (Bx)
Commerce Enablement
Content and Creative
Customer Experience (Cx)
Background
JOANN Fabric and Craft Stores opened its doors in 1943. Today, JOANN is a leading fabric and craft specialty retailer with locations in 49 states.Brief
BORN was tasked with updating navigation to accommodate easy wayfinding of extensive catalog (+200,000 items) and UX of purchase journey (PLP, filtering, PDP, cart, checkout) to focus on omnichannel experience (BOPIS), along with moving from Demandware to SFCC.Goals
The overall goal was to increase the website’s effectiveness by making the experience compatible with omnichannel and updating the platform, mobile optimization, checkout, look & feel, class registration process, and PLP experiences. All while keeping ADA compliance in mind.Challenge
It was critical to ensure users are aware of omnichannel purchasing options by incorporating all available options throughout the purchasing experience clearly and effectively. This was achieved by enhancing the mobile and desktop experience and search functionality (200k SKUs).
New Navigation
Updated the shopping experience to make it easier for customers to find and access the full line of products.Customer Rewards
BORN updated the loyalty and rewards tracking experience to help with customer satisfaction.
BOPIS
BORN examined how buying online and in-store relate. Then redesigned the purchasing experience to focus on buying online and picking up in-store (BOPIS).
Custom Fabric Tool
Created a unique online experience where customers can upload custom fabric styles.
Solution
For this project, BORN conducted discovery sessions, onsite tours of imagery, and two rounds of user testing, which provided insight into the best way to enhance the overall website experience. Our team increased the capabilities of the platform to work seamlessly with all available omnichannel purchasing options.Outcome
As a long-standing client of BORN, JOANN Fabrics has benefited from ongoing optimization. With the most recent update, the website supported a massive spike in sales (77%) during the COVID-19 pandemic. Having focused on BOPIS was key to the success.Long-term value
By focusing the latest update on enhancements to the purchasing experience and BOPIS capability, customers can now easily search the entire inventory and choose their buying preference. This allows for an adaptable environment when online sales experience fluctuations.Next Case Study – John Lewis
Client
Delta Faucet
Project
Long-Term Strategic Partnership
Industry
B2B
B2C
Manufacturing
Services
Commerce Enablement
Content and Creative
Customer Experience (Cx)
Experience Management
Background
JOANN Fabric and Craft Stores opened its doors in 1943. Today, JOANN is a leading fabric and craft specialty retailer with locations in 49 states.Brief
BORN was tasked with updating navigation to accommodate easy wayfinding of extensive catalog (+200,000 items) and UX of purchase journey (PLP, filtering, PDP, cart, checkout) to focus on omnichannel experience (BOPIS), along with moving from Demandware to SFCC.Goals
The overall goal was to increase the website’s effectiveness by making the experience compatible with omnichannel and updating the platform, mobile optimization, checkout, look & feel, class registration process, and PLP experiences. All while keeping ADA compliance in mind.Challenge
It was critical to ensure users are aware of omnichannel purchasing options by incorporating all available options throughout the purchasing experience clearly and effectively. This was achieved by enhancing the mobile and desktop experience and search functionality (200k SKUs).
Personas & Journeys
BORN performed a series of journey mapping and persona synthesis exercises based on stakeholder workshops and user interviews to better understand the different spaces of professional and consumer home improvement and maintenance.Customer Rewards
BORN updated the loyalty and rewards tracking experience to help with customer satisfaction.
BOPIS
BORN examined how buying online and in-store relate. Then redesigned the purchasing experience to focus on buying online and picking up in-store (BOPIS).
Custom Fabric Tool
Created a unique online experience where customers can upload custom fabric styles.
Solution
For this project, BORN conducted discovery sessions, onsite tours of imagery, and two rounds of user testing, which provided insight into the best way to enhance the overall website experience. Our team increased the capabilities of the platform to work seamlessly with all available omnichannel purchasing options.Outcome
As a long-standing client of BORN, JOANN Fabrics has benefited from ongoing optimization. With the most recent update, the website supported a massive spike in sales (77%) during the COVID-19 pandemic. Having focused on BOPIS was key to the success.Long-term value
By focusing the latest update on enhancements to the purchasing experience and BOPIS capability, customers can now easily search the entire inventory and choose their buying preference. This allows for an adaptable environment when online sales experience fluctuations.Next Case Study – Asian Paints
Client
Joann
Project
Refresh Omnichannel Experience
Industry
B2C
Fashion
Services
Content and Creative
Customer Experience (Cx)
Innovation
BACKGROUND
Rado is a world leader in the design and manufacturing of luxury timepieces. Known for their use of cutting-edge technology, innovation and use of fine materials, they were the first watchmaker to create the ‘scratch proof’ watch and one of the first to develop a deep-sea diving watch. Rado has roughly 470 employees and produces about half a million watches a year that are sold in more than 150 countries across 5900 different points of sale.BRIEF
Rado is a globally recognized brand, famous for its innovative designs and use of revolutionary materials to create some of the world’s most beautiful and durable watches. BORN was tasked to redevelop the Rado website, focusing on improving the UI/UX design and content strategy for an enhanced mobile user experience.GOALS
This project aimed to develop the website’s eCommerce functionality and content management, increase brand awareness with updated content and SEO, and migrate the site with customized Drupal functionalities to the Magento2 platform.
CHALLENGE
The website required engineered wire-frames, modules and templates for improved UI/UX functionality, developed site features (contact and special order forms and ‘click & reserve’ page), multiple translated site versions and reimagined brand content.OUR APPROACH
Improved Mobile-Friendly Design
BORN enhanced Rado’s website by overhauling UI/UX and brand content. The team recreated product pages to better showcase and describe the complete product line, including an improved gift page for an upgraded purchasing experience. As a final step, the website was successfully migrated to Magento2.
UPDATED BRAND CONTENT
BORN reimagined how Rado’s products were displayed throughout the website to highlight their first-class style and design while optimizing the brand story through SEO and content strategy.
Custom Fabric Tool
Created a unique online experience where customers can upload custom fabric styles.
OUTCOME
BORN created a redesigned website for Rado that tells the brand story using conversational, inspirational and engaging content, leading to improved customer engagement. The website offers customers a better purchasing experience, including an updated gift page featuring visual sizing. These upgrades allow further upselling, including improved personalization, engraving and specialized ordering.
Next Case Study – Fastrack
Client
Joann
Project
Refresh Omnichannel Experience
Industry
Healthcare
Services
Brand Experience (Bx)
Content and Creative
Customer Experience (Cx)
Background
JOANN Fabric and Craft Stores opened its doors in 1943. Today, JOANN is a leading fabric and craft specialty retailer with locations in 49 states.Brief
BORN was tasked with updating navigation to accommodate easy wayfinding of extensive catalog (+200,000 items) and UX of purchase journey (PLP, filtering, PDP, cart, checkout) to focus on omnichannel experience (BOPIS), along with moving from Demandware to SFCC.Goals
The overall goal was to increase the website’s effectiveness by making the experience compatible with omnichannel and updating the platform, mobile optimization, checkout, look & feel, class registration process, and PLP experiences. All while keeping ADA compliance in mind.Challenge
It was critical to ensure users are aware of omnichannel purchasing options by incorporating all available options throughout the purchasing experience clearly and effectively. This was achieved by enhancing the mobile and desktop experience and search functionality (200k SKUs).Visual and brand identity
BORN explored multiple visual solutions and themes to reimagine what medical care looks like and how it can support the brand’s main value proposition: To provide unparalleled, personalized medical care dedicated to just 50 families per physician.
New Navigation
Updated the shopping experience to make it easier for customers to find and access the full line of products.
