Papinelle

BACKGROUND

Papinelle partnered with us to reimagine their website, focusing on creating a structure that enhances both user experience and their elegant new brand revamp. To lay the foundation, we conducted an in-depth user research piece, collaborating closely with our partners at Moustache Republic for development and technical.

This research identified key issues and uncovered opportunities to weave in features and elements that would drive the redesign's success. By combining insights with strategy, the project set the stage for a website that delightfully reflects Papinelle’s brand, meeting their customers’ needs.

APPROACH

To guide the redesign, we followed a structured user research process to ensure the new website was as soft and welcoming as Papinelle’s signature sleepwear. We:

• Identified who Papinelle’s customers are and their expectations to ensure the website aligns with user needs.
• Explored what users want and need from the site to make features and content more relevant via customer surveys.
• Pinpointed pain points in the current experience with user testing to remove friction and create a smoother journey.
• Conducted competitor comparisons and heuristic analysis to ensure the redesign met industry standards.
• Defined core issues and opportunities, prioritising actionable solutions to guide the website’s development.

From the research, several opportunities were identified to enhance Papinelle’s website and boost conversions:

Content Opportunities:

Add pivotal content, reassurances, and unique value propositions (UVPs) to the homepage and product pages to address user concerns effectively.

Structural Opportunities:

Optimise the display of content to make important information easier to find and reduce user frustration.

Visual Opportunities:

Leverage high-quality imagery to build a stronger connection to the brand and enhance visual storytelling.

Personalisation Opportunities:

Introduce attuned experiences for returning customers and clearly communicate the membership service’s benefits to increase engagement.

These opportunities provided the foundation for informing and shaping the website redesign strategy.

PART 1 OF THE DESIGN JOURNEY

We redesigned the entire website, from the homepage to the thank-you pages. However, to keep this case study focused, we highlight the transformation of the Navigation and Information Architecture (IA), a critical element for seamless online shopping experiences.

Our design approach featured multiple versions (see images), each adapted to test and refine how users interact with the website. Here are key elements of the structure:

• Categories were clearly defined and strategically placed to allow users to find products with ease, whether browsing by type, fabric, or collections.
• Prominent use of visual cues and engaging product imagery helped users quickly explore the full breadth of offerings.
• Suggested filters and search refinement options ensured users could personalise their shopping journey based on individual preferences.

BRANDING INCORPORATED

We also worked closely with Papinelle’s brand agency (Ogilvy) to ensure the redesigned look and feel and IA integrated with their broader brand strategy. This collaboration was pivotal in maintaining a cohesive visual identity, ensuring that every design decision reflected Papinelle’s brand values and aesthetic.

By aligning on key elements such as typography, colour palette, and imagery, we created a website that not only functioned effectively but also embodied the elegance and sophistication that Papinelle’s audience expects. The partnership extended to refining the tone of visual cues, crafting layouts that aligned with the brand’s storytelling approach, and ensuring consistency across digital and offline channels.

PART 2 OF THE DESIGN JOURNEY

As part of the redesign, we prioritised persona development to ensure the website’s content was altered for Papinelle’s users. With a significant investment in a new website, the content needed to reflect user needs and behaviours.

To achieve this, we:

• Developed detailed personas, incorporating insights into user traits, behaviours, and motivations.
• Highlighted specific user needs and desires, which informed the type of content to prioritise and how to balance it effectively.
• Crafted website content, including product descriptions, reviews, and size guides, to align with these needs while maintaining Papinelle’s unique brand voice.

This approach ensured the website was not only visually appealing but also meaningful and valuable to its audience – this would mean better engagement and encouraged long-term customer loyalty.

Results

The Papinelle website redesign resulted in tangible improvements across user experience and business performance.

While specific figures remain confidential, the project delivered notable outcomes:

• Boosted purchase conversion rates by creating a smoother, more intuitive shopping journey.
• Enhanced user engagement through refined navigation, engaging visuals, and product recommendations.
• Increased average order values, supported by optimised cross-selling opportunities and well-structured product discovery.
• Strengthened overall revenue, driven by a user-centric design approach that aligned with Papinelle’s brand identity.

Get in touch if you want to transform your eCommerce website and achieve similar results. Whether it’s a simple template or a fully customised design, we’ll craft a solution to suit your goals and boost your brand.