Building a digital ecommerce platform for The North’s leading independent hand & power tools specialists.
Having designed the corporate literature I continue to work closely with the Northern Tools team, supporting their remit of attracting new customers and enabling their digital initiative.
I focused on 3 key business objectives;
Streamline content discovery.
Enable online payment.
Simplify staff workflow.
Through a tight collaboration with the internal team at Northern Tools & Accessories, we began by evaluating the results from a staff / customer survey. It’s easy to assume we understand what users are looking for from a design, but asking them directly is the best way to develop a website with a user’s needs in mind.
The survey results indicated the need for account customers terms to be set, easy navigation on mobile devices and making finding a product as simple as possible.
Based on these results I set about defining the objectives of the new website, the main goals were:
Product searchability & filtering.
Payment portal with secure SagePay integration.
Content Management System to assist with adjusting price levels.
Working with a development company I designed the aesthetics to adhere to the brand guidelines and we built a custom CMS that suited the clients needs. As a result the current customer base was able to shop online and receive their trade discount. The team at Northern Tools adapted to the new streamlined ordering system allowing them to service the whole country and expand their business. The end user could now order on the job via their mobile device and collect in store the same day or have the tools arrive on site the following day, thus giving the business an increase of sales and market share.
I continue to support Northern Tools & Accessories on an on-going basis to provide after care and further marketing duties.