Camera House

Platform

Adobe Commerce

SERVICES

Applications & Extensions, Creative, Customer Journey Mapping, Data Driven UX & UI, Mobile / Desktop, Platform Implementation, Technology

Camera House is the largest speciality photographic retail chain in Australia. With a 40-year retail legacy, many people would know that there is a Camera House store just around the corner with a team of smiling, photographic enthusiasts waiting to show you all about the world of picture-taking and creating content.

The team at Camera House set out to rebrand and reposition themselves to excite a whole new generation of customers. However The Overdose. Australian collaboration with the Camera House team goes beyond a website rebrand; it's a comprehensive effort to enhance usability and the overall customer experience. With a strategic focus on both online conversions and the holistic user journey, our work ensures that the experience customers get from Camera House's brick-and-mortar stores is seamlessly translated into the digital realm.

Integrations

Within this project scope, Overdose. elevated search capabilities by seamlessly integrating Adobe Search with the new designs for Camera House. This integration harnesses the power of Adobe Sensei, combining industry-leading AI and machine learning with catalogue data. The result is a search experience that goes beyond expectations, delivering lightning-fast and highly personalised results for every shopper query. Leveraging Adobe Sensei's capabilities, Camera House gains automated insights into facets for each query, reducing the need for manual rule configurations. Sensei's advanced algorithms, including "recommended for you," "trending," and "most viewed," dynamically personalise search result rankings in real time for an enhanced shopping experience.

Challenges

CHALLENGE #001

Enhancing Search Performance

The challenge was to elevate the live search performance on the Camera House website. The existing system required improvement for a more efficient and user-friendly experience.

SOLUTION

To address this, we implemented Adobe Search, a sophisticated search platform enriched with Adobe Sensei's artificial intelligence capabilities. This not only optimised search speed but also introduced Intelligent Faceting, reducing manual faceting and filtering efforts for the Camera House team.

CHALLENGE #002

Revamping Product Pages

The task was to create enhanced and clutter-free product pages capable of effectively presenting the diverse specifications of Camera House products without compromising visual aesthetics.

SOLUTION

The Overdose. design team took on the challenge, revamping the product page layout to ensure it not only accommodated all relevant details but also offered an improved visual appeal.

CHALLENGE #003

Streamlining Store Pages Management

Efficiently managing information about Camera House's extensive store network and services on the website required improved store pages that were easy for administrators to oversee and update.

SOLUTION

The Overdose. Development team rewrote the code for store pages, providing an intuitive graphical user interface (GUI) for store administrators to effortlessly manage and update information about services and events.

CHALLENGE #004

Redesigning Camera House Blogs

Camera House posed the need to seamlessly transition all blog posts from a third-party blog website to the new Adobe Commerce Magento designs.

SOLUTION

To achieve this, we implemented the Magefan blog plugin, ensuring a smooth migration of all Camera House blog posts to the updated Magento website.

"Working with the team at Overdose we set out to both reinvent the brand and overhaul our customer experience. We are in a creative, people business and our expertise are what our customers come to our stores for. We needed to put our staff and our knowledge at the heart of our digital store. Starting with a blank canvas, we worked closely with the whole OD team to bring this to life within a short time frame. We couldn't be happier with the outcome."

Tim Ryder
Head of Marketing
Camera House

Results

Since the launch of the new e-commerce store in mid-2023, Camera House has improved all key metrics, leading to strong sales results in a tough trading environment.

Increased Conversion Rate

+45%

Increased Average Order Value

+20%

UX & UI

To effectively tackle the UX/UI challenges faced by Camera House, a comprehensive strategy is indispensable. The process begins with the creation of detailed user personas, taking into account factors such as professional needs, skill levels, and photographic preferences. This personalised approach ensures that the design aligns precisely with user expectations. Establishing a coherent information architecture for the website is paramount, facilitating easy navigation for Camera House users to locate relevant products. The incorporation of wireframing and prototyping allows for early visualisation and testing of interactive elements, ensuring an intuitive and efficient user experience.

Usability testing, especially with photographers of varying expertise, is a critical step to identify and rectify potential pain points. Special attention is given to visual design, striking a delicate balance between aesthetics and functionality. Responsive design is prioritised to cater to users accessing the website from various devices and screen sizes, optimising the presentation of visual content. To ensure continuous improvement, a feedback mechanism is instituted, incorporating user insights and staying attuned to the evolving requirements of the photography community. This tailored approach ensures that the Camera House website not only meets but exceeds the expectations of its diverse user base.