What we were asked to do
Music, DVD & Games Specialist, HMV relies increasingly on an online presence as part of its multi-channel retail strategy to give people the widest possible access to music and home entertainment products. However, whilst the HMV brand has evolved during the past few years, this had not been reflected in HMV’s digital branding. So Code Computerlove was appointed to redevelop HMV’s website, retaining hmv.co.uk’s existing structure, but focusing on a redesign that would bring the site more in line with the HMV in-store experience. Our work on hmv.co.uk also included producing new brand guidelines for HMV’s digital collateral, including e-newsletters and kiosk applications.
What we did
As far as we’re concerned, effective design isn’t simply about using Flash to achieve an attention-grabbing visual appearance – it’s about seamless interactivity and in engaging users, which is what Code Computerlove’s redesign of the HMV site is all about. Focusing on three key areas - look & feel, customer experience and conversion of users into purchasers - the site continues to be driven by the HMV product, but now clearly reflects in-store branding as well. In addition, it’s more consistent and more intuitive throughout – and it’s far easier to use. There are also clearer calls to action, the shopping process has been simplified, and there’s an improved shopping basket layout with more visible ‘buy’ buttons.
What happened
The newly designed site is definitely paying its way, and after just a short time conversion rates have already increased by a full 25%. The resulting digital brand guidelines will ensure that all future digital work, whatever its format, will continue to benefit from a unified design approach – as is evident in the e-newsletters and our CD-ROM-based interactive kiosk application.
We have also followed a similar process of studying look & feel, customer experience and conversion with the suite of e-mails that HMV sends to registered users. As a result of the redesign and improved targeting these e-mails are now generating almost double the sales that they used to.
Take a look at HMV.co.uk
www.hmv.co.uk
See What we've done