Fashion-forward Commerce

When Targus acquired Sena Cases, a leading manufacturer of premium leather smartphone and tablet cases, the brand stood at a critical juncture. To compete in the luxury market and maintain its presence in premium retail spaces like Apple stores, Sena required a digital transformation. However, its aging website, a primary direct-to-consumer sales channel, was misaligned with the brand’s premium positioning.

Recognizing the critical need for change, I spearheaded a comprehensive site redesign initiative.

A thorough brand and site audit revealed key areas for improvement: an outdated visual identity, poor mobile experience, inadequate SEO architecture, and inefficient content management.

After defining clear objectives, I focused on creating a world-class user experience that authentically conveyed Sena's luxury brand identity. The resulting website delivered significant improvements:

Mobile-First Responsive Design: Guaranteeing a seamless and engaging experience across all devices, addressing the critical issue of low mobile conversions.
Detailed Product Showcases: Utilizing rich media and detailed descriptions to highlight the unique craftsmanship and premium materials that set Sena apart.
Intuitive Content Management System: Empowering the marketing team to create and manage dynamic content, ensuring brand consistency and relevance.
Strategic SEO Implementation: Enhancing organic visibility through optimized semantic structure, HTML5 integration, and streamlined metadata management.
Enhanced User Navigation: Implementing clear information architecture, filtering, and sorting options to simplify product discovery and reduce friction.
Robust Analytics Infrastructure: Rectifying previous tracking errors and establishing accurate benchmarks for data-driven decision-making and performance reporting.

The redesigned Sena Cases website achieved a dramatic transformation, aligning the brand's digital presence with its luxury positioning. The elegant, user-centric design, coupled with rich product showcases, significantly enhanced the customer experience and drove remarkable business results.

Key Achievements:

Revenue Growth: A 200% year-over-year revenue increase within two quarters post-launch.
Mobile Revenue Surge: A 436% increase in revenue specifically from mobile devices.
Increased Site Traffic: A 53% rise in overall site visits.
Conversion Rate Improvement: A 36% year-over-year increase in conversion rates.
Elevated Sales Performance: A 25% increase in total annual sales.
Enhanced Average Order Value: Driven by richer product pages that highlighted premium features.
Extended User Engagement: Increased time on site, indicating deeper user engagement.

By strategically coordinating post-launch campaigns, including targeted landing pages, email marketing, and advertising, I effectively validated the website's ROI and solidified Sena's position as a leading luxury brand.