Case Study
Brief
Filofax already had a wide Internet presence, but in its core markets of European Countries and the United States each website had a different look and feel. Filofax's goal was to unify all these to build their markets content.
They wanted to create a multlingual site that transcended these differing target markets, providing a central source of products and information access while strengthening the Filofax brand with a single identity.
Background
The Filofax brand is a famous icon, which has a very loyal following. Valued for its quality and durability, the long term success of the brand has been due to firstly it's usefulness, and secondly, the strong emotional attachment that forms with theif Filofax Personal Organiser. It is trusted for its high quality and the safe keeping of personal papers, items and thoughts. It was the 80's that heightened awarness of the Filofax brand all over the world and it was down to the product functionality that it was able to shed the 80's 'yuppie' connection.
Today Filofax is the most famous name in personal organisation, the brand is recognised worldwide and Filofax are marketed in 40 countries and sold throuh 8000 retailers worldwide. Traditionally associated with the manufacturing and marketing its range of Personal Organisers, The Filofax Company has recently launched an exciting range of Organised Accessories, which helps solve organisational problems across a number of different fields.
Filofax, however, felt that their current website was not meeting some of its prime marketing objectives or fully realising its potential in terms of visitors and revenue, and so looked to provide a modern showcase site for their products that enhanced the buyer experience.
Objectives
- To build a truly global filofax e–brand.
- Act as a gateway site to local markets.
- Improve online shopping facilities.
- Clean and uncluttered navigation
- appeal to younger users.
- Appeal to the emotional side of the Filofax user.
Key features
The origional Filofax site had an online ordering system, but its design led to various obstacles in the buying process. Product information and images were not easily accessible and the actual process of buying was confusing to users.
"Less than 60% of all online transactions are completed successfully. E–commerce sites lose almost half their potential sales because users cannot use the site" Source: Jakob Nielsen, Nielsen Norman Group, August 2002.
Webpage–Marketing.com has built a large number of successful e–commerce sites. This experience combined with our knowledge of usability best practices enabled us to redesign the Filofax on–line catalogue in a way that would not only engage the customer with its easy access to product information, but also maximise the sites selling potential. The clear and intuitive purchase process enables customers to complete the purchase they set out to make quickly and enjoyably.
