Design, UX, development
Creating new responsive page templates to accompany a CMS and ecommerce migration
Newmarket engaged Melt as a design and development partner. The company tasked us with updating the front end of its website, against the backdrop of migration to a new content management and ecommerce platform.
The existing Newmarket site was dated, difficult to navigate and didn’t reflect the brand’s recent redesign. It was also poorly optimised for mobile, with non-responsive templates that were proving a problem as Newmarket’s customers migrated to tablet and smartphone browsing.
With peak season just around the corner, the front end had to be ready – and integrated with the new back-end systems – to a tight deadline.
Consistency and clarity: creating the wireframes
We conducted rigorous user experience testing on Newmarket’s site, which helped us to identify bottlenecks and establish requirements for page layouts, content types and user journeys. This research translated into a series of initial wireframes, which became the basis for our new designs.
Our designs fixed some of the site’s inconsistencies, establishing standard templates and layouts across all holiday types throughout the search and purchase process. We added clearer calls to action, more logical navigation, and tabs and dividers to help structure and filter product page content. On category pages, we adopted a tile and grid layout to show the multitude of holidays Newmarket offer in a clear and easy-to-navigate way.
On-brand, mobile-friendly templates
When it came to dressing our new templates, we used styles and tertiary colours that complemented the new Newmarket brand. Hero images helped to promote key destinations, and made good use of the company’s extensive image library.
The end result was a set of modern templates that Newmarket could deploy as and when needed. All of the templates use responsive layouts – they reconfigure and stack content based on viewport size, while still ensuring the most important information remains at the top of the page.
Delivering clean, compliant code
Throughout the process we collaborated with stakeholders at every level of Newmarket’s business, from the executive team to external agencies. Once our designs had been approved we worked closely with the company’s IT and SEO suppliers, ensuring that the templates were structured in a search engine-friendly manner and would be easy to deploy when the go-live date arrived.
Our final site for Newmarket isn’t just responsive, usable and on-brand; it also makes use of the latest web technologies, using HTML5 and CCS3 best practices to get the best possible performance in all modern browsers.