Heal's discovered that they were losing business to their much bigger competitors like John Lewis who provided a comprehensive wedding list service online. In order to compete more effectively we scoped, defined and designed an online giftlist service for them.
Heal's stores have long been running a wedding list service, but this was only available in-store. The heals.co.uk site was already successful and provided the natural vehicle to put the system online. At the same time the proposition was expanded to be available for all types of event, weddings, civil partnerships, birthdays and so on.
Starting with the predominantly manual in-store system we defined a whole system architecture allowing list owners to create lists and guests to select and buy them. This was based on their complex business processes and warehouse logistics. The list set-up and order processes were designed with the maximum ease of use in mind, so the experience was good and few people dropped out before completing their purchase.
Heal's re-branded at the time the giftlist project began. We worked closely with the branding agency who updated Heal's identity to implement the first design project using the new look.
The result was a highly usable and smart service which really enhanced Heal's business.
