CHALLENGE

As the leading fashion e-commerce software provider, Demandware was seeking a new web presence to better reflect its premium and high-tech brand reputation, while improving lead generation.

Note: Demandware is now Salesforce Commerce Cloud

SOLUTION

As the strategist, account manager, and project manager on the account at Digital Surgeons, a digital marketing agency based in New Haven, CT, I dove in to understand the e-commerce landscape, the clients Demandware was looking to attract, and their solution offering.

After the initial meeting with the client project owners, we identified that this project was larger than a website redesign. It was, in fact, an overhaul of the branding and narrative.

I co-led several workshops with Demandware, where we worked through the positioning as well as the new direction for the website’s experience. We implemented an agile methodology with a detailed component-based project plan for the design and custom website build-out in Expression Engine. There were also several highly custom components developed to support the brand’s unique differentiation.

In addition to the prior roles mentioned, I also acted as editor-in-chief of the website copy and the primary user for testing the custom-built content management system.

The new website presence launched in February 2015.

RESULTS

83% increase in new website leads
Winner of a Silver Summit International Creative Award and two Gold W3 Awards
Demandware was acquired by Salesforce in 2016

Redesigned user experience flow to increase engagement and conversion.

Resulting Digital Experience

Note the easy to access overview video in masthead, navigation by challenge, simple product overview, current customers showcased for reputation purposes, and proof points of value delivered.

Scenes from Client Workshop

“Before” Experience

Little information in the offering
Dated visuals and UX
Heavy copy

PHASE 2

After a successful website redesign, Demandware decided to create a scaled-down version of its website for the Asia Pacific market in three languages, Mandarin, Simplified Mandarin, and Japanese. During this project, I worked with team members based in the APAC region to understand how their needs differed from their global counterparts and ensure the translations were properly completed and placed.

The site was then expanded to also include German and French languages.

Project done while employed by digital marketing agency, Digital Surgeons, based in New Haven, CT.

DEMANDWARE BRANDING AND WEBSITES