Laura Ashley


Laura Ashley wanted to improve their online experience and increase?sales volumes and our user-centred redesign delivered instant returns.

  • 9% increase in conversion rates

  • 36% increase in made-to-order sales

The challenge

Laura Ashley wanted to totally rework their online proposition from the bottom up. The challenge was to improve brand experience, customer loyalty and ultimately improve conversion rates on their online channels.

The main objectives were to:

  • Improve the whole experience of using the Laura Ashley site, at the time spread over two portals
  • Increase sales by optimising conversion rates
  • Improve the site's usability, calls-to-action and cross-selling
  • Give the site a look and feel more in line with the rich brand heritage

Our focus on user-centred design was a new approach for Laura Ashley - one which saw immediate returns, valued customer insight and a realisation of the possibilities that an optimal customer experience offers.

Trenton Moss

Founder & CEO, Webcredible

Our approach

We carried out a comprehensive user-centred design project to ensure a redesigned digital presence that was focused around the needs of users.

  1. We ran a range of research sessions with existing and prospective customers, including in-depth interviews, user testing on the existing site and card sorting. We were seeking to understand:

    • Customers' precise goals, expectations and mental models when researching and purchasing Laura Ashley products

    • The ideal product categorisation structure for the navigation

    • How well the existing site supported user needs

  2. We went through a detailed redesign process, sketching out ideas of how key page templates could be optimised. We generated a vast array of innovative ideas, working closely and collaboratively with Laura Ashley (and their technical partners) to refine these and develop ground-breaking designs.

  3. Finally, we conducted two rounds of user testing on our designs to ensure all usability issues were ironed out and that the customer experience was optimised.

Wireframe and prototype for Laura Ashley

Impact & results

Since the launch of the redesigned website, Laura Ashley has seen a 9% increase in online conversion rates. The new website has also seen a 36% increase in its complex - and highly profitable - made-to-order sales.

  • Choose your fabric interface
  • Choose your fabric interface

Here are some more clients we work with

  • Dulux

    Multi-award winning augmented reality app helps sales increase by 65%

  • L'Oreal

    Redesign of HR portal used by 70,000 employees across 60 countries in 23 different languages

  • Brompton

    User-centred website redesign drives international growth for iconic brand

  • Virgin Holidays

    User-centred customer journeys inspire revolutionary new way to book holidays

Like what you see?

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