Style Meets Sales: Transforming Utility’s eCommerce Experience

Project summary

Style + substance = online success.

Magento Website redesign

Dock took over the support of the Utility Design website in 2017. We redesigned and relaunched their online store the following year, propelling the business to new heights online. Utility remains a key Dock client. We continue to improve and optimise the online store to support their increasing popularity.

2024 Key stats

33%

Revenue Increase

20%

Conversion Rate Increase

25%

Transactions Increase

The challenge

Quirky, fun and fabulously entertaining, Utility is Liverpool's leading light in contemporary design.

Their sought-after brands include everything from designer furniture and offbeat gifts, available from their online store and five high street locations.

However, when Utility first approached us, they were struggling to keep pace with the evolving eCommerce landscape, particularly on mobile.

They needed a website that reinforced their position as a design authority and could cater for the modern, mobile-first customer.

"It feels like the company's embedded in Liverpool. We have a kinship with them."

The solution

After extensive research, we delivered a digital strategy focused on redesigning and redeveloping Utility's online presence.

This included an overhaul of their website using the industry-leading Magento Commerce platform.

We relaunched the website with modern, future-proof features, changed the category and product layout, introduced brand-specific product pages, and developed an improved navigation and filter system.

"When they built the website for us, we felt as though we - out of our competitors - had the best website, which is a great starting point. But even now, we never feel as though they've rested on their laurels either."

The result

The dictionary definition of ‘utility’ is something that’s useful, profitable, and beneficial.

And that’s precisely what we achieved with this online store.

The new Utility website was a hit with customers, scoring highly for design, navigation, and functionality in on-site surveys. Crucially, the site saw a significant increase in mobile traffic and conversions, a testament to the redesign's success.

Utility now has a site that looks and feels as vibrant as their stores and offers clientele the first-class experience they expect from the brand. Dock continues to work with Utility on cutting-edge ways to bring their iconic pieces to a broader audience.