Peacock Alley
Website Design, UX/UI
Since 1973, family-run company, Peacock Alley, continues to elevate the every day with beautifully made, classically designed and sumptuously soft bed and bath linens. I worked withe the Peacock Alley team in redesigning their consumer facing website, in addition to their B2C facing website for partners and designers.
With values steeped in tradition and classic design, the site reflect these values with delicate typography, intentional white space, and a neutral color palate with contrasting black and navy tones. Peacock Alley’s consumer skews a little older, and the site needed to be clear and legible as possible.
The homepage feels very inviting upon entering, with this beautiful typography and highly inspirational and curated imagery. Using lighter background shades and thoughtfully using white space, darker colors where used strategically to draw the customers eye towards sections of higher importance and/or calls to action.
Navigability was another focus. We wanted to enhance the navigation experience through a clean and organized menu, and ever present smart search bar, and clearly defined product categories across the site.
The PDP’s first focus was on the product’s details and ease of selection. The main image is large, clearly displaying visual details. The products name and price are also clearly on view and not buried in the hierarchy. Buttons and selectors are larger for ease of selection and respond with respective hover and selected states to affirm a selection has been made.
The client wanted to emphasize the importance of informing the consumer of it’s brand values and it’s products details within the PDP. Modules were designed for the client to not only customize but sprinkle into a PDP where seems fit in order to relay this information.
The client also wanted an up sell experience to not only increase sales, but to also serve up similar products. We created an up-sell experience immediately after the product details for related products, where a user could make selections and add an additional product to their cart. The second up sell experience was near the footer and was positioned as suggested and other popular best-selling products that may interest the consumer.
To further enhance the discoverability of all the products Peacock Alley has to offer, I recommended the implementation of a smart search bar. Whenever a user started typing into the search field, the search would serve up closely related and also suggested results for the initial characters/search term, all without ever having the user leave the page. The user was still able to submit a search keyword by pressing enter/return or the CTA on screen to then have a page populate with all the relevant results.
