eCommerce Strategy Planning and User Experience (UX) Design are often seen as separate disciplines, but with the right methodology, they become fused, unified and powerful tools for the business.
The solution for Pedders can be summarised in the activation of 4 steps...
Step 1: Creation of an eCommerce Strategic Plan:
No successful journey begins without a map. The strategic planning process kicked off with a series of collaborative workshops, bringing together Pedders’ senior leadership team. The objective was clear: to define, with precision, what the digital and eCommerce channels should look like and how they should behave to drive Pedders’ business-wide strategic action plan.
Through these sessions, Greg translated the digital future into “business language,” making the plan accessible and actionable for the Executive team.
The strategic plan became a blueprint, grounded in the realities of Pedders’ market position, customer needs, and competitive landscape.
Step 2: Defining the "Low-Hanging Fruit":
With the destination mapped, Greg and the team shifted focus to implementation. Rather than attempt a massive overhaul in one leap, they identified the “Low Hanging Fruit”—those short-term changes which promised the fastest and most significant business impact.
This "low-hanging fruit" became a Phase 1 project designed to pinpoint quick wins and would allow Pedders to start reaping the benefits of their investment almost immediately.
Step 3: UX Design Planning:
With the strategic plan and Phase 1 scope approved, Greg embarked on a comprehensive UX design planning process. UX, often described as the “invisible art” of digital product development, is what turns a functional website into a pleasure to use.
This process centred on wireframing—the creation of visual blueprints for each key page and feature. These wireframes mapped every digital interaction, ensuring that:
- Navigation was intuitive and aligned with user expectations
- Content was presented clearly and persuasively
- Conversion points were easy to find and frictionless to use
- Brand identity and trust were woven into every element
The wireframes became the Experience Design map, an essential tool for the technical teams charged with building the new site.
Step 4: Project Execution and Collaboration:
Many digital projects falter at the execution stage, victim to miscommunication between strategy, design, and technical teams.
Greg’s involvement at every step of project execution ensured seamless collaboration, from planning through to launch.
Greg collaborated with the eCommerce Agency , clarifying requirements, resolving ambiguities, and advocating for the business’s needs.
This approach fostered a spirit of partnership between the teams—business leaders, designers, and developers all pulling in the same direction.
