- Mar 3
- 4 min read

Landing Page Redesign

Derby is a Chennai-based men's fashion brand with more than 45 exclusive stores all over Tamil Nadu. I redesigned their landing page.

Duration:

July 2020

Problem:

Low conversion rate on the website.
Poor experience on their landing page.

Solution:

We conducted a 3-day workshop with the key stakeholders of Derby to better understand the brand, so that it can be reflected on their site properly.

Workshop Day 1: Branding exercises to identify key values.

1. Newspaper headline

In this activity, participants were asked to imagine the following scenario: "5 years from now, Derby has turned out to be a very successful brand. This is being published in a newspaper article. Now, what would the headline of this article be?"
The point of this activity is to find out what the company considers as "success".
A newspaper headline is always short, straightforward and catchy. And so to come up with such a headline, leaders of the brand have to prioritize their success values and highlight only what they think is the most important.
Each member had to come up with one headline which they wrote down on a sticky note. We then stuck them on a whiteboard.
We began extracting 'values' or 'key terms' from each of these headlines, wrote them on stickies and stuck them underneath their respective headlines.

2. Cocktail party/wedding reception

The second activity, cocktail party, which we changed into 'wedding reception'(as this was more relatable to the Indian context), goes like this-

You are the personification of Derby. You are about to go to a wedding reception. What will you wear? Your clothes should represent the most important value you want to project to others. E.g. stylish, casual, bold.
Who would you bring along? The person you bring along could be other brands that you look up to or values that you admire/want to project.
At the reception, which guests will you walk up to and strike a conversation with? These guests are the people (target users) you are trying to impress (to acquire as customers). These guests could be the demographics of the customer base you are targeting or the type of values you look for in your target customers.
So, you've walked up to the guests you would like to talk to. Now, what would you say? It's like an opener. You have to say something impressive. So, what would you (the brand) like to project to your customers the most? Remember, first impressions matter.

Each person came up with a scenario and we put them out on the board. We then extracted key values and terms from them.

3. Superheroes & villains

In this activity, the brand is a superhero. What would be its name and superpower?
The name should be something catchy that could maybe give a hint of what the superpowers are. The superpowers are the strengths of the brand that you want people to know about.
Villains are brands/values that you don't like and represents things that you as a brand don't want to become.
Each person came up with their superhero and a villain. We displayed them on the board and extrapolated the good (superhero) and bad (villain) values. The bad values are all that we don't want our landing page to show.

Card Sorting

Once we were done with the 3 activities, we stuck all the stickies with the extrapolated values from each of these activities on the whiteboard. We then grouped similar values together and gave them a title. These 'final values' were the outcome of the branding activity.

There were 2 sets of values - one for the B2C landing page and another for B2B i.e., for franchisees.

Prioritizing the values

We got a lot of values that we wanted to project but we also didn't want to overwhelm the user and make them lose focus and so we decided to prioritize these values and chose to focus only on the most important ones. We asked the participants to vote on what they thought was the most important of all these values.

Top 3 values for B2C:

Innovation
Style/fashion
Comfortable casuals

The top value for B2B landing page was "Trust". Other values that were important for this segment were: Vocal for local, community, aspiration, youth, good luck and innovation.