TopGear, eCommerce overhauled!

ROLE

Design Team Lead, Partner Strategy, User Research Lead, Creative / Design Direction.

PROJECT BRIEF

Leveraging Toptal's Network of Talent to Drive Growth and Boost Sales

Client

The People Team (human resources) at Toptal (a global remote company that provides a platform connecting businesses with the top 3% freelance talent) sought to improve the TopGear website to enhance user engagement and drive sales growth.

Goals

Increase user engagement, resolve order fulfillment challenges, and expand the user base by leveraging Toptal's talent network

Challenges

The website suffered from a clunky user experience, difficult navigation, and a complex checkout process. Reliance on a third-party vendor for order fulfillment hindered timely updates and user responsiveness

What Was Done

Worked with the project team to rebuild the website, giving them complete control and ownership. Streamlined the checkout process, improved UX, and leveraged its talent network, expanding the user base from 1,200 to over 10,000, resulting in a sleek and accessible platform for all customers.

Industry: eCommerce  •  Produced for Toptal  •  Year Shipped: 2023

VALUE CREATED

Growth

Expanded the user base of 1,200 into a thriving community of over 10,000.

Inclusivity

92% of users found the new layout more inclusive for global audiences.

Efficiency

The second European warehouse reduced shipping times and costs by 40%.

Empowerment

Giving Toptal full control, allowing for ongoing improvements and adaptability.

FINER POINTS

With a streamlined checkout process and transparent shipping costs, shopping is now easier, connecting customers globally.

Leading and conducting user interviews provided critical insights into existing challenges. These insights were transformed into actionable strategies, tackling key issues and laying the foundation for expanding the store’s reach within Toptal's talent network.

One significant feature that emerged from the user interviews was the addition of a second European warehouse, which greatly improved international shipping capabilities, reducing costs and faster delivery times. And, the fresh layout led to higher conversion rates and completed sales, highlighting the impact of great design.