KARA was created new to the European market in 2017. They started with the purpose of helping professionals access high quality uniforms designed to be functional yet stylish.
KARA is a trading brand of Interweave Textiles Ltd and supplies high quality, functional and fashionable uniform and scrub ranges for staff who work within the medical, dental, veterinary and beauty professions.
KARA is the UK exclusive distributor of USA uniform brands Wonderwink and Jaanuu and stock ranges that suit multiple price points, order sizes and design requirements.
So, with the expertise we displayed in creating the Interweave website the previous year as an influencing factor, BFI was tasked with creating a clean and highly engaging ecommerce offering for KARA, with some bespoke custom features which allow users to select sample products or find a range suitable for their industry or team structure.
We rebuilt and continue to maintain a customer-facing website to bring rich features and an engaging experience to KARA’s client base.
We closely adhered to KARA’s branding rules to create a full-service ecommerce offering, which allows users to search for an appropriate range, kit out a team with a bespoke ordering enquiry form, purchase sample packs, leave reviews and to search and buy directly.
Once an initial UI journey was produced and approved, we built and tested to tight brand margins. We continue to work closely with KARA to integrate the site with their ongoing commercial requirements.
See the resultWe recognise that buying clothing online is improved by making the experience immersive. So, rather than selecting options and quantities from a dropdown menu customers are presented with graphically represented sizes and colour swatches. Once selected, the appropriate featured product image and information is displayed and the customer can make a more informed choice.
In addition to this improvement in core functionality, we display prompts for users to check out size guides, whether personalisation (such as embroidery) is required or whether a team order needs to be fulfilled.
These functions enable KARA to define non-stocked variants and apply granular control over visibility and lead times.
See an exampleRather than relying on traditional product attribute filters, KARA expressed a desire to have an option to simplify the process for the user. Using some bespoke icons (illustrated by our inhouse design team) and a simplified four step process, we developed “Range finder” – a graphic led questionnaire which allowed customers from different sectors to drill down into the product catalogue for their ideal workwear range.
We re-used the graphic assets for another section of the site where buyers can make an enquiry for their team and request a call back from the sales department to deal with their bulk/team order.
See this in actionKARA offers sample selections for larger organisations for their staff to try before committing to a large purchase. These are available through ecommerce, but are treated differently from ordinary products. We created a bespoke filtering system for this, to help customer drill down to appropriate sample packs.
In additon to the features we list in this case study, we also integrated a social media feed and developed further enhancements to the UX by adding reward points and a “refer a friend” option.
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