Phase 1: Customer Experience Assessment
Steps included:

• Expert review of Reeds.com's customer experience, including navigation, merchandising, and checkout.
   
• In-depth analysis of available data, correlating website traffic patterns with our expert review.

Phase 2: Recommendations
Creative Good gave Reeds Jewelers in-depth recommendations for improving the online store. There were two deliverables:

• A PowerPoint file showing screenshots of the current site and our annotated recommendations for improving each page. Our recommendations improved navigation and content for every page in the buying process, from the homepage, category page, subcategory page, product detail page through checkout.
• For this project, Creative Good employed personas as a tool in the heuristic expert analysis.

Implementation:
Reeds Jewelers implemented Creative Good's recommendations using Reeds Jewelers' internal development team. Once implementation was complete, the new Reeds.com site launched, making all of Creative Good's tactical recommendations. Reeds Jewelers then analyzed its site and sales data to generate the "before and after" metrics shown below.

Reeds Jewelers' E-commerce Team incorporated all of Creative Good's recommendations, together with some of their own improvements, into the final site architecture and user interface design using Reeds' own internal team and external developers. Once the implementation was complete in a record four weeks from start to finish, the new Reeds.com site launched in December, making all of Creative Good's tactical recommendations. The Reeds team then analyzed its site and sales data to generate the "before and after" metrics shown below.

In comparing online comp results from the previous December using the old site design vs. new design, Reeds.com saw the following improvements:

• 225% increase in conversion rate
• 121.5% increase in online sales
• 204.5% increase in number of online orders