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UX/UI DESIGN
Dubarry of Ireland - Replatform Project
My Role
Timeline
Project Overview
In August 2023, our e-commerce team at Dubarry of Ireland—a country footwear and apparel manufacturer—partnered with our development agency, Brave the Skies, to begin a redesign and replatforming project, transitioning from our old CMS, Shopware, to Shopify. Our existing e-commerce platform was outdated and restrictive, prompting the need for an upgrade. The result was a faster, cleaner, and significantly improved site, featuring new functionalities and a smoother, more enjoyable user experience.
Discover phase
Prior to the site redesign, a competitive analysis was conducted alongside a round of usability testing on the old website to identify any pain points.
Competitive Analysis
A competitive analysis of similar high-end country attire brands, as well as more general footwear manufacturing brands, was conducted to generate useful ideas for site improvements and identify potential gaps.
Usability Testing of the Old Site
Before starting the redesign, usability testing was conducted with three participants on both mobile and desktop to identify pain points on the existing Shopware platform. The user testing took place on our UK site, as this is Dubarry’s largest market. Some of the feedback included:
- Inconsistencies in Size & Variant Selection: Users found it difficult to select the right size due to unclear labelling and insufficient sizing information being shown.
- Clunky Navigation: The existing site had a fragmented user journey that often led to frustration. For instance, some users were unsure of the differences between internally named categories.
- Unclear Delivery Information: Delivery details were not clearly presented to users.
- Product Confusion: Some users struggled to find the information needed to make a purchase and felt overwhelmed by the amount of information displayed on the product detail page.
- Unclear Brand Perception: When asked about the website’s target audience, some users were unsure. A few even associated it primarily with sailing products, which make up only a small portion of Dubarry’s product catalogue.
Post-Testing Improvements
Based on the feedback from our initial round of usability testing and competitive analysis, we carried out the following tasks to improve our users experience:
- Refining Size & Variant Selection: UK sizing was added alongside EU sizing to reduce the need for users to search elsewhere for their UK equivalent. It is important to note that the UK sizing was added only to the UK site and this change differed inother markets. Previously, only EU sizing was displayed on our UK site. Additionally, Dubarry’s bestselling product, the Galway Boot—accounting for nearly 20% of total sales across all channels—comes in three calf fittings: Regular, ExtraFit™, andSlimFit™. To improve clarity, links to these variations were added to the buy box, helping users easily identify and select the appropriate fit.
- Clunky Navigation: Usability testing revealed that the Mega Menu needed to be reviewed and certain collections renamed to improve user understanding and navigation.
- Unclear Delivery Information: Delivery details were surfaced in more prominent areas, including the buy box on the product page, dropdowns within the product page, and info pages in the footer. The goal was to keep users on the product page whenever possible, reducing the need for them to leave in search of delivery information. However, it was important to only surface the main shipping information on the product page, as displaying too much could hinder a user's ability to quickly scan for the information they need (Pernice, 2019).
- Sticky Buy Button on the Product Page: Competitor analysis showed that some sites kept the purchase button accessible to the user at all times. Implementing this feature ensured that, regardless of where a user was on the product page—whether reading reviews, checking shipping details, or viewing product specifications—the buy button remained visible. On desktop, this was achieved via an independent sidebar, while on mobile, a floating button was introduced to scroll users back to thebuy box. As detailed in a Medium article stressing the importance of adding sticky "Add to Cart" buttons for e-commerce brands, convenience is key for users (Good,2020).
- Improving Readability on the Product Page: To enhance readability, accordions were introduced to break up large chunks of text on the product page, making information easier to digest. This approach was inspired by competitor sites. This idea was reaffirmed by an article from Nielsen Norman, highlighting the benefits of using accordions, including reducing clutter, minimizing scrolling, and improving scannability (Nielsen, 2017).
- "Complete the Look" Feature: Borrowing from competitor strategies, a "Complete the Look" section was added to encourage cross-selling. This feature showcased complementary products worn by models in the product images, helping to increase average order value.
- Products Front and Centre on Collection Pages: To prioritise product visibility, the product description was moved from the top of the collection page to the bottom. This adjustment brought product cards higher up the page, leaving only the breadcrumbs, page title, and subcollections at the top.
- Improved Storytelling Features: Dubarry has access to stunning visuals of models in the Irish countryside, especially for new season launches. To enhance the brand’s storytelling, "lifestyle" images were incorporated into product pages, and banners on the homepage and landing pages were made full-width. This helped create the desired atmosphere and better conveyed the brand's identity.
- Back-in-Stock Feature: Inspired by competitor analysis, a Back-in-Stock feature was introduced, allowing users to select a bell icon on the product page for their desired size if it was out of stock. Once the item became available again, an automated email notification would be sent to the user.
Usability Testing of the New Site
After the redesign was completed and the website was provisionally launched in a staging environment, a second round of usability testing was conducted. This round used a script similar to the one used in the initial testing. Users were given a scenario where they had a budget and needed to purchase a pair of waterproof boots for an upcoming outdoor event.
Following this second round of usability testing, we observed a significant improvement in the way users interacted with the site.
Key improvements included:
- Users were better able to understand the sizing of the boots thanks to clearer labelling and the addition of sister-sized products, such as boots with wider or slimmer calf openings.
- Users were better able to find products due to a more well-organised Mega Menu.
- Users perception of the brand shifted from one that sold sailing gear to one that offers outdoor country lifestyle apparel, which is our main target market.
- Users were better able to find key information, such as shipping and product details, on the product page through the implementation of dropdowns.
- Users were able to move to the checkout process with ease, aided by the ability to scan credit/debit cards at checkout.
- Users found it easier and more efficient to move through the checkout flow, with a significant reduction in friction points.
However, there were still areas for improvement, which included:
- Some users having to search on the product page to determine if the product was waterproof.
- Some users not understanding the difference between our Country Performance Boots and our Country Lifestyle Boots.
- Users having to scroll within the cart to find the checkout button on mobile, as many care products were included as cross-sells.
- The filters on the collection pages were poorly received by some users.
- The reviews integration was not working to it’s full extent prompting the need to change provider.
Based on the feedback gathered from users during the second round of usability testing, we decided to implement the following changes. However, we are still in the process of addressing some of these issues:
- Add the product technology logo to product cards for products that feature specific technologies.
- Rewrite the text on product cards appearing in product recommendation blocks or on the collection page to highlight key product USPs, such as whether the product is waterproof, breathable, windproof, etc.
- Add tags to product cards with product callouts such as "Waterproof," "Breathable," etc.
- Add tags to Mega Menu items to distinguish between Country Boots (Waterproof) and Country Lifestyle Boots (Not Waterproof).
- Switch to a one-page checkout.
- Offer better filtering options on the collection pages such as improved price filtering and other possible filtering options as outlined by Kate Moran of Nielsen Norman(Moran, 2018).
- Add a sticky "Checkout" button on the mobile cart page.
Further to our usability testing and competitor analysis, we have begun sending a post-purchase survey to customers to gather data on any pain or friction points. We also plan to undertake further usability testing on a more consistent basis.
Results
The final redesigned website received much acclaim from both internal staff members and customers alike and achieved some very promising results just a few months post-launch, including:
- Higher Conversion Rates: The conversion rate increased most, if not every, week, asper our weekly sales report, with an average uplift of 26% each week.
- Reduced Bounce Rate: Over the first 6 months post-launch, we saw an increase in the number of sessions and a reduced bounce rate of 8% across all pages.
- Improved Engagement Rate: During the first 6 months post-launch, the website experienced an increase in the number of sessions, as well as a 6% increase inengagement.
Reflection
This year-long project involved multiple phases, from Discovery and Design to Development and Deployment. While it is still early days, the redesigned site appears to be paying dividends and has been well received by all.
As a key contributor, my role spanned various stages, from identifying essential features to assisting with UX testing, developing designs, and testing for bugs on the frontend. It took some late evenings and weekend work as we worked toward the launch deadline; however, the end result made it worthwhile, and I am proud to have my name as a contributor to this project. This website is sure to enhance Dubarry’s digital footprint in the coming years.
References
Good, T., 2020. How and when to use a sticky "Add to Cart" button for improved user experience. Medium. Available at: https://thegood.medium.com/how-and-when-to-use-asticky-add-to-cart-button-for-improved-user-experience-51998a5a55b9 [Accessed 3 March2025].
Nielsen, J., 2017. Accordions on desktop: How they can improve usability and scannability. Nielsen Norman Group. Available at: https://www.nngroup.com/articles/accordions-ondesktop/ [Accessed 3 March 2025].
Moran, K. (2018) ‘Defining Helpful Filter Categories and Values for Better UX’, Nielsen Norman Group, 15 July. Available at: https://www.nngroup.com/articles/filter-categoriesvalues/ (Accessed: 4 March 2025).
Pernice, K., 2019. The layer-cake pattern of scanning content on the web. Nielsen Norman Group. Available at: https://www.nngroup.com/articles/layer-cake-patternscanning/ [Accessed 3 March 2025].
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