iCandy

Platform: Adobe Commerce (Magento 2)
Industry: Baby
iCandy core pushchair campaign

Timeless design for an effortlessly smooth ride

  • Digital Design UI/UX

  • Design Style Guide

  • Technical Consultation

  • Photography Style Guide

  • Art Direction

  • Re-platforming

  • 24x7 Support

  • Ongoing Maintenance

  • Site and Security Monitoring

Tech:

The Story So Far

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.

The Challenge

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).

Unified Approach

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.

iCandy Peach 7 Pushchair and Carrycot PDP

Quote from Client

“Unified demonstrated that they were the perfect Magento agency for iCandy.”

Cameron Appel - Head of eCommerce - iCandy World

iCandy Peach PDP
iCandy mobile screens showing plp, pdp and navigation

Looking Ahead

iCandy are on long-term support with us and we’re delighted that we can continue to help them hit their financial goals and KPIs. With best-in-class UX throughout their high performing site, iCandy’s results are set to get better and better.

iCandy Core Pushchair campaign showing lights
iCandy Core launch desktop homepage
Increase in Average Order Value
39%
Increase in Site Speed
65%
Increase in Mobile Revenue
24%
Client Quote
“The Magento 2 project was handled immaculately throughout the design, build and launch process resulting in a significant lift in performance across the site."

Cameron Appel - Head of eCommerce - iCandy World

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