Case Study: Design Sprint Transformed Retailers Homepage and Boosted Online Sales

Another learning from the same sprint: Edgar, a large fashion omnichannel retailer in South Africa, redesigned their homepage—a huge deal for any retail company.

During the sprint, they sat down and agreed that these changes were necessary. They removed the animated carousel, implemented high-level categories above the fold (as Lena mentioned earlier), and moved the call-to-action above the fold.

As a result, the new version won the split test, and the updated homepage was launched.

The biggest win for Edgar, specifically, was shifting from being a traditional retailer, where most sales came from offline channels, to improving their mobile UX and driving online sales.

The digital and product teams introduced new requirements to the merchandising process, optimizing the entire value chain to enhance the digital experience for customers.

This approach engaged teams beyond digital, making everyone in the company accountable for improving the customer experience.