Two people standing in front of a door holding bags with a white fluffy dog on the left and a black dog on the right sitting on the floor.

Close-up of a man and woman standing by a door, the man holding a brown leather backpack and the woman carrying a green tote bag, with a small white dog and a large black dog sitting near their feet.

Optimising UX for Commercial Success

Increasing revenue with UX

OSPREY LONDON started life in 1980 making handcrafted leather belts; it is now one of the UK’s leading independently owned luxury leather and retail companies. With a more diverse product line up and more complexity in their audiences it was time to relook at the digital commerce strategy for the future.

Smartphone screen showing OSPREY London website with a black Mercury leather bag priced at £295.

+24% YOY Increased Revenue

Brown leather tote bag with double handles and metal rivet accents.

Black-framed sunglasses casting shadows on a white surface.

AA Accessibility rating

Shadow of a black handbag on a white surface with sunlight casting geometric shapes.

+27%
Improved Site Traffic

Black leather backpack with gold zippers and a small front pocket.

Two smartphones displaying a shopping website: one shows a Work Smarter banner with a bag and accessories; the other shows a menu with categories like Winter Sale, New, Women, Men, Lifestyle, and The Journal.

PROBLEM

Building in flexibility

With a diverse customer base, seasonal and different buying behaviours the existing digital architecture did not deliver the right levels of personalisation, function, services and user journeys in both desktop and mobile to capitalise on the opportunity.

SOLUTION

Customer centric planning and delivery

We conducted UX analysis that would help expand functionality and performance across the site as a whole. Discovery sessions and collaborative workshops were held, focusing on the current digital & brand experience, followed by research & user testing to provide first-hand customer feedback that was key to improving conversion results. We also looked at intuitive tools available to help them make the everyday CMS management easier.

Purple leather Mini Phoebe handbag with tassel and silver clasp, and Osprey London scented candle and diffuser with fig fruit on marble surface.

Four Italian leather handbags: two Milano convertible cross-body bags in tan and navy, and two Carina shrug handbags in black and teal.

Osprey London webpage showcasing four women's bags: two black leather backpacks and weekender bags, two beige leather bags, with prices and color options.

Two smartphones displaying Osprey London leather bag products: a black Mercury leather laptop bag priced at £295 and a brown Mini Hazelden leather backpack discounted to £175.

SOLUTION

Delivering Personalised Journeys

A number of UX improvements were made around review and comparison tools, filtering systems, check out and delivery and AA Accessibility. Adobe Commerce allowed us to create better security, easier releases and use AI to develop better and more personalised customer journeys. We integrated better systems to help predict behaviour, create more immediate shipping and allow different wallet payments.