CHARLOTTE'S WEB

Good to great: redesigning a flagship customer experience
for long term growth

Services Provided

Digital Strategy
Project Management
Software Development
UX Consultation
Data Analytics

Objective

Develop a brand new eCommerce site that could balance beautiful brand storytelling with an ability to drive real revenue growth.

Challenge

Charlotte's Web Hemp is the world's largest seller of CBD products and an active client of BranchLabs since 2015. When their executive team came to us asking for a complete eCommerce brand overhaul to take their business to the next level, we knew we had an opportunity to deliver a digital experience that would exceed expectations.

Solution

The new website represents a clear departure from the old, delighting users with a compelling new design, content strategy, and user experience—not to mention a completely new modular backend built for reliable performance and long-term optimization.

Strategy for success

We sought initial project alignment on key details, in keeping with our Define-Implement-Analyze development process. From discovery, we learned the client was looking to fundamentally refresh their brand across all customer touchpoints, with particular attention to eCommerce, in order to cement their position as the global leader in CBD sales and customer satisfaction and to prepare for an upcoming IPO.

With a hard deadline of three months, we discussed priorities and tradeoffs given the time constraint. We worked together to prioritize goals, identify key stakeholders, and postpone certain requirements that would have necessitated compromising quality in favor of speed (e.g. Admin editablity). Once aligned, we developed a roadmap that defined distinct phases, milestones, and check-ins to set clear expectations for our team and theirs, and ensure the client would be privy to our progress.

Working with the BranchLabs team has been a digital lifeline for our company. BranchLabs’ insight into Magento and user experience design has allowed us to turn ideas into action, stabilize the site, and maintain 100% uptime. BranchLabs feels like a part of our internal team more than a contractor and I couldn’t recommend them more highly!

—Cody Ukich, eCommerce Manager at Charlotte's Web Hemp

World class design

We began with user research on the old site to identify areas that hindered the user experience and negatively impacted conversion. Following remote moderated user testing, we learned, among other findings, that the new design needed to more explicitly clarify what CBD products are and how they work, a spot of confusion for new users in particular.

With actionable findings in hand, we worked with Art Director Sabina Parigian who lead the design effort, translating the new style guide (colors, graphics, photos, copy, etc.) into dozens of page mockups. The new designs were carefully crafted with user needs and the new brand characteristics in mind—science in nature, young and luminous, crusading sprit. To top off the design, we worked in subtle animations to add a touch of sophistication to the new user experience.

Development
for the future

We sought initial project alignment on key details, in keeping with our Define-Implement-Analyze development process. From discovery, we learned the client was looking to fundamentally refresh their brand across all customer touchpoints, with particular attention to eCommerce, in order to cement their position as the global leader in CBD sales and customer satisfaction and to prepare for an upcoming IPO.

With a hard deadline of three months, we discussed priorities and tradeoffs given the time constraint. We worked together to prioritize goals, identify key stakeholders, and postpone certain requirements that would have necessitated compromising quality in favor of speed (e.g. Admin editablity). Once aligned, we developed a roadmap that defined distinct phases, milestones, and check-ins to set clear expectations for our team and theirs, and ensure the client would be privy to our progress.

DesignDevelopmentData AnalysisStrategy

Working with the BranchLabs team has been a digital lifeline for our company. BranchLabs’ insight into Magento and user experience design has allowed us to turn ideas into action, stabilize the site, and maintain 100% uptime. BranchLabs feels like a part of our internal team more than a contractor and I couldn’t recommend them more highly!

—Cody Ukich, eCommerce Manager at Charlotte's Web Hemp

Work With Us

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