Johnson Cleaners

Agency: Prodo Digital

Johnson Cleaners, the UK’s number one dry cleaning company, tasked Prodo with creating an improved user-friendly experience online. Prodo discuss the work

Brief

Johnsons’ previous website presented a challenge from a usability perspective. The old database used a legacy system that was difficult to get to work and was unable to be integrated with the old website. The objective of the rebuild was to ensure Johnsons was brought into 2014 with a mobile and tablet-responsive site that would safeguard the business’s position as a top site for the next five years.

The main objectives were:

• To redesign and build a new website, integrated into the legacy database system
• To increase the ease of use of the site
• To improve the ‘find your local branch’ function, which was heavily underused
• To improve ecommerce functionality for both customers and employees
• To implement a clean design

Strategy

Customers using the website are generally older, more affluent and more articulate than average, and expect a seamless and premium experience from the company.

With this audience in mind, we considered the whole shopping process to make it as seamless and stress-free as possible. For example, we wanted users to be able to find their local branch quickly and easily, as well as implementing refined features such as services offered, a map and parking.

We also wanted to improve the e-commerce capability, so that orders from the website would be sent to the driver for pick up, increasing efficiency and speed.

Execution

Extensive user experience work enabled us to design a user-friendly experience, including an extensive local branch search feature. This user experience is replicated across all devices.

Prodo also implemented features to speed up Johnsons’ business processes, including a custom interface for their van drivers to track orders from their customers, and a custom wedding dress cleaning service built into the site.

Result

The new site has meant:

• Bounce rates are down 40 per cent
• Pages per session are up 42 per cent
• Session duration is also 40 per cent higher
• The page load speed is 88 per cent quicker

The new website is inviting, purposeful and easy to use for all Johnsons’ customers. The main call to action – ‘find your nearest Johnson Cleaners’ – is feature-rich, quickly giving users the nearest Johnsons branches, the option for further refinement by service, a map and parking.

This project delivered a series of fundamental improvements to the digital landscape that benefits both the client and their customers.