At the start of 2014 we were approcahed by Mick Lowe, MD of Amby Europe Ltd to refresh their website and improve usability.
Amby make and distribute baby hammocks, an alternative to the traditional cot that they show to simulate a more natural sleeping environment, helping babies to sleep better and alleviate symproms of health problems such as colic.
Amby have been designing and selling hammocks in Australia since 1989, and although already operating in Europe, they felt the current site was dated and usability impared by the amount of content that went alongside the ecommerce element.
Digital Marmalade were tasked in bringing the site up to date with a new design while still incorporating their established ecommerce platform, OpenCart. The key however was to improve the navigation and user experience overall - Amby have core values that needed to be at the forefront as well as a lot of content around the benefits of the hammock. These had to be easy to find, informative without repetition and without seeming overhwleming. We had to guide the user through this information, giving them everything they need to be comfortable to buy something against the norm.
Our solution was to split the site into two parts, but these parts would (as much as possible) not be noticable to the user. The product listings and purchase path are still controlled using OpenCart, but we built a second part to the site which houses all the other content surrounding the benefits, history and design of the hammock. This is managed using Marmalade Suite, so Amby can change text, add pages and restructure navigation as they see fit.
We then created a new design which was clean but comforting and also fully responsive on the content side of the site. The side controlled by OpenCart was re-skinned to match this and we hope that with an update will also become fully responsive soon. We worked with the client to condense the content, removing any repetitions while ensuring that everything vital was present and easy to find.
The result is a fresh, beautiful and informative site that shows off the hammock and it's benefits and hopefully will improve the conversion rate for Amby Europe. You can see it now at amby.co.uk.