Challenge
Creating a Better Digital Experience Injinji, the performance toe sock brand, partnered with Digital Operative to launch a new ecommerce experience for consumers that focuses on better product education, interactive merchandising, and social proof.
Solution
A Strategic Approach to Growth Before we start implementing a solution, we need to know for whom the solution is created. Our first step is creating personas. Personas are valuable in bringing to life generalized representations of a brand’s audience, and at the same time, providing guidance to our creative process. These personas are created by combining primary and secondary research of the market, the vertical, and the existing customer base. Ensuring a Streamlined Customer Journey This phase of the strategy and planning process involves the creation of user flows and responsive wireframes. Our team rebuilt Injinji’s category/subcategory/attribute structure and looked at how we could improve the information architecture (IA) to make the site more scalable and user-friendly, and ensure that products were easily searchable. Using Design to Guide Customers Our creative exploration phase begins with design analysis, which includes reviewing competitors in the marketplace and the latest design landscape. At this point, our team starts to gather inspiration and begins to formulate a specific direction for the brand’s new look and feel to effectively drive consumers through a desired journey. The Power of Meaningful Imagery We created a product photography solution and provided creative direction and support during photography shoots. Our team conceptualized Injinji’s new technique for creating a cast of the ankle and foot to allow them to really emphasize various attributes of the product. Online Innovation For a brand that strives to provide products of the highest quality and performance, it was essential that Injinji’s digital presence provide the same attributes online. This was achieved through a fully responsive and interactive website on Magento 2 Open Source, featuring high quality imagery, enticing content, and an ecommerce experience that captures the brand’s core values and personality.
Results
Digital Operative successfully replatformed Injinji to Magento 2 Open Source, restructured their ecommerce strategy, and ultimately redesigned their entire digital presence. The result was a multi-award winning website that won a Davey Award and a Web Award. With tangible proof of our success (see below), we are confident that we helped Injinji produce an ecommerce experience that better captures the brand’s core values and personality The Injinji team worked with Digital Operative (DO) to upgrade our site to Magento 2 Open Source, and continue to work with DO for monthly development support. DO took the time to learn about our product, target market and culture which was executed and carried through to our new site in a way that exemplifies the quality of our brand. Since launch, we’ve experienced an increase in average order value and revenue both overall and on mobile, and much of that can be attributed to the quality of DO’s work and the flexibility of the Magento 2 Open Source platform.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.