Wickes logo

The Brief

Trade-quality DIY and home improvement product supplier Wickes commissioned us to provide user experience consultancy to their in-house UX team. Consumers were struggling to make the connection between offline and online executions, and this was breaking down the path to conversion. 

The Work

We interrogated onsite analytics and customer personas to understand how Wickes' customers shop. Then we used the insight to streamline key user journeys, making every step a meaningful one. We created wireframes to demonstrate on-page structural changes to improve the UX and we developed creative assets for use throughout select pages within the conversion funnel. 

The Results

We connected the dots in the user journey and streamlined the path to conversion, resulting in an online experience that was consistent with both customer expectations and above-the-line activity. 

15,000 more visitors used the store locator year-on-year, suggesting they they are continuing their journey from site to store - which may result in higher footfall. Users are also much more engaged in the 'To Order Kitchens' pages, with views up by almost 86% year-on-year.

Upon evaluation, it was discovered that users who had engaged with the kitchen gallery spent twice as much time on site, and viewed three times as many pages during their session. 

  • 15,000 more visitors used store locator
  • >85% increase in 'To Order' page views