iCandy

Blending British design with world-class engineering, iCandy is an award-winning pushchair brand. From ultra-compact strollers to complete travel systems, they offer multi-functional pushchairs to suit every family’s needs. In Spring 2020, iCandy approached Unified looking for a platform migration, full re-design and overhaul of their UX.

During scoping sessions, it became clear that iCandy’s customers were being bombarded with too much information. There was an overwhelming amount of copy, particularly on the product pages, the navigation was complex and the customer journey far too long. The challenge was to present the content in a clear and digestible way, while still giving customers all of the information they needed (everything from safety and compatibility to the features of each pushchair).

Our first task was to study iCandy’s customers to really understand them and how they shop so we could deliver a truly UX-focused site. We then began re-designing the site concentrating on making the customer journey as simple as possible - while maintaining the essence of iCandy’s brand values. 

We carried out a redesign of the navigation, streamlining the entire process - providing three clear avenues for customers to go down - shop, explore or support - and it’s all much more visual. 

Following a content audit, we developed a creative content approach and a photography style guide. We advised on how iCandy could bring more vibrancy to their shoots, make more use of video and integrate their social channels across the site. This has helped breathe life into the way products are displayed, showing customers how they look in use and from all angles, rather than static in a studio. 

We also solved the layout of their product display pages. The PDP now highlights product features and what's in the box in a clear and easy-to-absorb way - from attachable parasols and coffee cup holders to rain covers, you can see exactly what’s included in your purchase.

We added a comparison tool so customers can see at a glance which products are best suited to their needs without clicking back and forth and we improved the search function of the site. Search results are now split between products and content, meaning you can quickly find the product you’re looking for, as well as any relevant blog content. And we enabled cross-selling throughout, so customers buying one product are shown related products they might be interested in, or bundles that could save them money.

There were just ten months between design and launch so we worked closely and at pace with iCandy’s team to deliver all of these improvements and more. But crucially, despite a UX transformation, the site still feels unmistakably iCandy through and through.