How to make a better user experience without exceeding bandwidth.
Founded in 1977, J.McLaughlin is an American fashion brand that's all about old-school style with fresh relevance. True to the original vision, each store is unique, paying close attention to local architecture and philanthropic engagement, and this branding is carried through to their website.
Initially they used Publicator, a Zmags publication tool, to digitalize their seasonal catalogs and make them shoppable. These beautifully curated lookbooks are essential tools that provide customers with style inspiration and tips. To level up these e-catalogs, J.McLaughlin implemented the Creator platform and utilized its capabilities with lightboxes within their publications.
The problem became the bandwidth and ongoing maintenance of these digital publications. One person on their team - the Front End eCommerce Web Developer - is responsible for taking the designer's pdf and uploading an image-heavy lookbook with each product linked to a lightbox quick view and then to the PDP (product detail page). Linking each product on every single image meant that, while elevating the shoppability of the e-catalog, they were almost impossible to maintain. For example, when a product goes out of stock, its link will break, so it becomes time-consuming to stay on top of removing broken links.
While the team is lean, J.McLaughlin also has a full-stack developer who manages third-party integration tools, site optimizations, and implementations of new designs and layouts within their Magento platform. Without the developer, their ability to create unique experiences within Magento wouldn't be possible. Creator, with its easy-to-use interface and interactivity abilities, seemed like a perfect fit, but until time was freed up from removing broken links from the e-catalogs, there wasn't the bandwidth to utilize the platform's full potential and publish more engaging content across their site.