The challenge

In line with a Bombay Sapphire brand refresh, the distillery team asked us to redesign their website to align with the new creative guidelines, as well as undertaking a full UX audit and re-work to improve overall usability, visitor bookings and e-commerce conversions.

Our approach

After a series of discovery workshops and a full performance and UX audit of the current site, we identified that the sitemap and structure needed simplifying in order to drive users to relevant content as well as dedicated campaign landing pages.

Our UX centred around key user journeys and creating wireframes for UAT (user acceptance testing). We then went on to create an on-brand but distillery-centric design, making effective use of content such as cocktails and tour information, as well as showcasing the destination. Specific page templates using individual components for both desktop and mobile were designed, allowing the flexibility of building out future pages using any component block types.

The outcome

The new distillery website has proved a huge advancement in UX and UI, improving user journeys and the discoverability of core content types. The conversion journey has been re-defined and improved based on insight gathered at discovery. Despite you-know-what, visitor bookings have since seen an impressive increase, as well as traffic and sales to their online shop.

Client feedback

The Escape are a fantastic bunch of people to work with – incredibly professional and really went the extra mile throughout our website UX and UI project. They made a very difficult process feel easy and I’m very grateful to all the team – you guys are stars!

Amy Dobson, UK Brand Home Sales and Marketing Manager