Parkers Custom Clothing Care is one of Toronto’s biggest and oldest dry cleaners. They were also one of Filament’s earliest clients and were in desperate need of a site update. Aside from providing a much needed aesthetic overhaul, we made the site fully responsive, build a price estimating tool, and restructured their services section to make it easier for customers to get information on specific items of clothing.
Project Date
August 2015
My Role
Design, Project Management, Strategy, and Copywriting.
In developing the wireframes for the re-design we started by doing a full content audit of their existing site and ran through what was working, what wasn’t, and what we felt was missing altogether. From their we planned out the site structure, content hierarchies, and then developed fully responsive wireframes for the various pages that we needed. Having worked with Parkers for a while we knew what their customers were looking for (like getting a better sense of their full service offering and getting pricing quotes) so we used a lot of that insight to inform our decision making.
Here are a couple of the wireframes that we created (Home, Services):
Style
Style Tile & Iconography
The old Parkers site had started to feel very dated and drab so it was crucial that the style for the new site feel modern and fresh. We reinvigorated the colour palette, keeping only the trademark Parkers purple and went with an elegant and sophisticated pairing of Libre Baskerville (serif) for headline and punch copy and Oxygen (sans-serif) for body copy. Imagery was selected for warmth and candidness and the UI elements were designed to be crisp and understated. We also developed a comprehensive set of iconography to be used throughout the site.
Here are a couple sections from the Style Tile we developed and a sampling from the icon set:
Design & Content
Responsive Mockups & Content Strategy
Our biggest complaint from users on the old Parkers site revolved around not knowing if Parkers could clean their specific garment and what that might cost. So, we knew that we would need a much more comprehensive and interactive pricing page and a services page that made it easy for customers to find the information they were looking for. For our pricing page we took aggregate pricing information and built a calculator that would allow users to go through the site, select the items they were looking to get cleaned, and get a rough quote on cost. On the services page we designed and built a filterable services grid that would allow the user to filter by category of garment or search by keyword. For the individual service pages, we grouped relevant content associated with that specific item of clothing together – everything from related garments (for instance tuxedos and wedding destination kits on the wedding gown page), to quotes from customers, and FAQs about that particular type of garment. We also revamped the contact page to make it much easier to find the closest location and reorganized the FAQ section into helpful categories.
Here are a couple of the pages that we designed (Services, About, Blog, & Pricing) :
Results
Increased Engagement & Positive Feedback
Site engagement increased significantly, bounce rates dropped, and customers wrote in to say how helpful the new site was!
Designed & Developed by Filament Creative.
Strategy: Stephen Megitt, Trevor Davson, Jennifer Abela-Froese, Kenzie Ryder Content & Copywriting: Stephen Megitt, Trevor Davson Design: Trevor Davson, Jennifer Abela-Froese, Kenzie Ryder Development: Stella Kim, Justin Kerr, Taha Jalil, Brock Whitbread Project Management: Trevor Davson
