Flook

Responsive website redesign for the sports
and lifestyle South African market.

Flook

Responsive website redesign for the sports
and lifestyle South African market.

South Africans are sport-crazy and lifestyle-orientated. They spend the entire year outdoors – participating in, or attending sporting events, taking weekend breaks – and we like to look sharp while doing them.

And who doesn’t like a good deal? Or the feeling of being part of a select audience with benefits like half-price golf rounds, stylish weekend getaway destinations and discounted apparel, equipment and accessories.

Approach

Taking into account e-commerce best practice and the strong deals based positioning of the Flook brand, we redesigned Flook’s online presence to improve product visibility, brand positioning and optimised conversions.

Approach

Taking into account e-commerce best practice and the strong deals based positioning of the Flook brand, we redesigned Flook’s online presence to improve product visibility, brand positioning and optimised conversions.

Mobile first - our users are often overseas travelers and need to easily interact on the move.
“The more mature audiences need to know payments are safe and secure.”
“South African audiences are still green in the
e-commerce landscape.”
We’re a flash sales type business - let’s use urgency to encourage impulse buys.

What we did

Tone & Identity

Redesigned brand identity, tonality and online style guide.

Discoverability

Improved navigation and product categorisation for enhanced discoverability.

Mobile Optimisation

Mobile first interface to allow quick and easy on-the-move purchases.

Style and tonality

Clean, clear and product focussed. In every aspect of the new Flook online presence we aimed to champion the product, make purchasing quick and easy with a clean, flat interface design, complimentary icons and a colour palette that provided visual cues to key areas of importance.

In the end

In the end, we created a sustainable online platform that combines traditional e-commerce, flash sales and daily deals to deliver the best possible prices on exclusive brands.

The new website allowed users to quickly and conveniently purchase their favourite Flook deals and was optimised across all touch points. The user base grew rapidly after launch and conversions soared with an increase of more than 5% over 12 months.

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