ghurka luggage

E-COMMERCE DESIGN & STRATEGY

Ghurka Luggage customers enjoyed a unique shopping experience based a tradition of manufacturing the highest quality luxury leather luggage, bags, wallets & accessories. In order to reach customers who were not conveniently located to their retail showrooms the company entered the online space with a new web site and required an integrated e-commerce refresh and redesign.

Online sales increased by 63% after the redesign and UX strategy I introduced and implemented.

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case study

E-commerce refresh integrated with advanced notifications and social networks to enhance engagements and increase online sales by 63%.

About Ghurka Luggage

In the early 1970’s, founder Marley Hodgson found himself at an estate sale in the UK where he encountered a rare collection of camping gear including boots, belts and backpacks, that once belonged to a British Gurkha commander at the turn of the century.

While nearly 100 years old, the leather remained supple, sturdy and full of character. Captivated by the collection, Marley returned to the US and made his first Ghurka bag – a leather knapsack. In 1975, with the world’s finest leathers, the utmost attention to detail and respect for the craft, Marley designed his first Ghurka collection at a factory in Norwalk, Connecticut.

Accomplishmets

Successful redesigned e-commerce site increased online sales by 63%
Contract leading the UI/UX development and strategy for redesign and re-launch of luxury good brand Ghurka Luggage
Developed e-commerce layouts
Sub-section layouts
Auto-respond email templates
HTML and CSS codebase
Style guides, Sitemap, Wireframes
Pixel-perfect final assets

Role

Principal IA UI/UX Strategy & Design
Creative Direction
Hands-on UX/UI Design
Mobile Design

DELIVERABLE

Competitive Benchmark/Landscape Study, Stakeholders Interviews, Requirements Gathering, User Personas, Moodboards, Sketching, Wire Frames, Site Maps, Style & Design Guide’s, Design Comps, Prototype, Final High-fidelity Assets, Presentation Assets

Tools

Adobe Creative Suite:
Photoshop, Illustrator, XD & InDesign

Sketch

Keynote

Coda, Pinegrow

challenge

Redesign the home page of all sites under existing architectures.
Visually refresh the design of prioritized key pages. leverage an established style guide and pattern library and integrate into a modern e-notifications and social engagement strategy.

Solution

I was responsible for all creative direction, information architecture, UI/UX as well as hand-on graphic design and web development. I designed and developed everything from high-level site maps, detailed wire-frames to fully realized user interface designs delivering both hard assets to the development of advanced style sheets.