Global ecommerce overhaul
The business challenge was to redesign Philips Hue’s online experience, such that the site delivered an increased brand and sales impact, while at the same time was flexible enough to work across different markets with different priorities and needs.
The strategy involved creating an experience that focused on designing the site around relevance, simplicity and speed for the customer.
To technically enable this site, the strategic decision was also made (by Merkle and Signify) to leverage the Adobe Experience Cloud.
This platform would provide the flexibility and framework for the UX design components.
Working closely with Signify, we redesigned the digital brand identity introducing a premium look and feel, a new typographic hierarchy and plenty of white space.
The design system was also made fully responsive so it can easily adapt to changing markets needs and devices.
The photography was also reimagined, shifting focus from packshots to the products themselves.
The team then overhauled the site's structure, simplifying key user journeys, such as the checkout flow, and page structures, such as the product detail pages, while optimizing for SEO.
Interactive headers were designed for each product family, enabling users to engage with the product’s hero features in a home-like context, adding relevance to the online experience.
Additional interactive elements were designed elsewhere on pages to enrich storytelling and further shed light on what makes Hue products distinct.
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