eCommerce Website Design and Development for Sylvanian Families
- Adoption of existing website with maintenance work to deliver quick wins whilst the new website was developed.
- Strategic digital consultancy approach to identify how Sylvanian Families could optimise their eCommerce website to achieve their objectives.
- Evolution of the user journey for the eCommerce website to boost customer acquisition and retention.
The Ambition
After a successful period of revenue generation from its existing website, Sylvanian Families wanted to build on this success and meet its customers’ changing expectations.
The Sylvanian Families team needed a dedicated Digital Partner to provide ongoing support and recommendations to future-proof the eCommerce website.
What We Did
Applying our partnership approach, we became an extension of the Sylvanian Families team to define what they wanted to achieve from the development of a new eCommerce site whilst proactively identifying any further opportunities and recommendations.
The Sylvanian Families website was upgraded to one of the world’s leading digital eCommerce platforms, Magento. Magento provides a fully integrated eCommerce platform to deliver exceptional UX for both end-users and administrators.
Website Adoption
The project kicked off with the adoption of the existing Sylvanian Families website. Once the site was adopted, our developers began fixing any bugs and making UX improvements that were identified during the discovery phase.
This also involved reviewing the existing site’s Google Analytics and identifying areas for improvement based on user behaviours – this included conversion rates, referral sites and time spent on pages.
With the maintenance of the existing site underway, our developers and designers began creating the new eCommerce website.
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User Journeys
Defining the previous user journeys for the Sylvanian Families website provided a foundation for evolution by identifying how to reduce friction, improve accessibility and encourage customer retention.
For example, customers are presented with recommended products during checkout based on their previous shopping habits to leverage cross-sell opportunities.
And, to provide a frictionless checkout and post-checkout experience, shoppers can now create an account to add products to their favourites list, quickly check out, track orders, and access exclusive discounts and promotions.
A key objective for the new eCommerce website was to build a deeper connection to its defined audience groups through storytelling techniques. This has been achieved with a dedicated ‘About Us’ page to inform the collector audience group about the history of the brand and its values.
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![Enhanced UI and UX image]()
Enhanced UI and UX
Our design team created a range of website page templates with a standard eCommerce layout to showcase the Sylvanian Families’ distinguished brand whilst enhancing UI.
Promotions and exclusive product ranges were made more prominent on the appropriate pages – making it easier to find specific items depending on the audience type and supporting any active marketing campaigns.
During the Discovery Phase, we identified that parents are likely to use the Sylvanian Families website to purchase toys on their child's behalf. To improve UX for this specific audience group, we included a hyperlink to the dedicated info page for parents in the footer to ensure it is accessible throughout the user’s journey.
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Increased Efficiency
The new eCommerce platform integrates with the team’s CRM and Sales Ledger.
The systems integration provides the order procurement and customer services teams with product catalogue management, stock monitoring facility, automated order notification emails, Sales Ledger order processing and print invoice facility.
Platform Upgrade
The new eCommerce website was redeveloped on the latest version of Magento to provide additional functionality and scalability to improve the user experience of customers and staff using the content management system.
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