Webury
UK based e-commerce company with 40 years of experience in sourcing and retailing the most premium and practical outerwear brands from all over the world.
CLIENT
Role
Webury Group
Digital content lead (Mat cover)
Industry
WEBSITE
Outdoor clothing
The Role
Collaborate with a cross functional team of developers and managers on all parts of the UX/UI, SEO and digital marketing lifecycle.
The role included scope, write, edit, design, and publish high-performing digital content for website, social media, and email marketing. Working with dev team to deliver visual elements ensuring brand content is always “on-brand”, accessible, consistent and optimised for search engines.
The Challenge
Up until this point all areas of design had been created desktop first with little consideration for user behaviour. It was later noted that over 60-70%% of users in the past 12 months had been visiting the Webury site on mobile.
The comapny was SEO reliant. In Sept 2024 Google Analytics present a sudden drop in impressions and clicks from Seotember 2024 to July 2025.
Before
After
The User Journey
Brand Navigation
Key Moments: Conducting UX research and analysis to develop experience across mobile and web platforms.
Help steer the visual aesthetic, design and deliver cohesive presence inline with, and improving brand guideline.
Customer Journey: Create a more intuitive navigation to assist customers through the site.
Message Architecture : Distinguish the hierarchy of messages and consider how, and when best to communicate with customers.
Marketing Prospects: Develop email marketing strategy to streamline processes and create automated workflows.
Pros
• A-Z is intuitive
• Clear headings label sections
Cons
• No hierarchal structure
• Unclear and overwhelming users with too many choices.
Solution
Create definitive columns left to right including logical groupings adds value to the user's navigation experience
Added ‘Popular Brands’ for quicker navigation
Removed brand sub categories with to enhance filters on brand pages
Added image links higlighing areas of interest to further the users’ browsing journey.
Created definitive columns splitting shopping categories into logical groupings of ‘Shop by Product’ and ‘Shop by Activity’
Consolidated sections that where unnecessarily segrigated (ie: coats and jackets), mitigating user being funnelled or nested into further sub categoreis at the next instance.
Catalogue Landing Pages
Analysed and optimised top tier catalogue landing pages by adding prominent product displays with clear categories and more efficient filter position to stremaling customer experience. Validated concepts via wireframing and rapid prototype testing. Then succession of mid-fidelity design to flesh out content and sign-off, then high-fidelity designs for hand-off with dev team.
