Antler has a 100 year history of luggage innovation.
The Antler website functioned well as an e-commerce site, but much of the heritage and brand messaging was getting lost within the footer menu.
In addition some great tools such as the luggage allowance guide, and the security guide, were under utilised and not related to the product benefits.
The revised UX included a new page called The Antler Advantage. This page was easily accessible from the home page, and combined a new timeline with a video promoting Antler innovation and company values.
The airline size guide was simplified and related to the type of journey the customer was about to take. A new search engine was introduced to allow easy access to airline information.
Information on product pages was broken down into three sub menus, with a new pictogram system developed to better highlight product features. Links to The Antler Advantage and the revised tools were also included on the revised product pages.
