SilverChef

Defining a blueprint for success.

WeAreDigital reviewed the SilverChef business operations and identified potential for efficiencies across a number of areas. At the core, it was concluded that the brand needed positioning to sit more in line with a younger and more energetic audience. A range of multiple vendors meant an inefficient use of time, adding additional workload to the team. The eCommerce and signup component had friction and felt cumbersome to new customers.

Through conducting interviews with customers and franchisee owners to identify their needs, WeAreDigital was able to get insights from both sides of the bench about how they perceived and interacted with SilverChef. Consistent themes appeared that clearer and simpler messaging, repositioning and a sense of purpose would help to solidify the business and build a memorable brand.

Invigorating the brand.

SilverChef's wide catalogue of over 3,500 products, along with detailed information and options around financing services, called for a considered design strategy to bring order to the large website.

Simplicity and discoverability were the primary objectives for the organisation of information and presentation of webpage content.

WeAreDigital created a information hierarchy system that intuitively groups a listing of hundreds of webpages under four key category headers. An expanding mega menu uses colour blocks, symbols and mouse gestures to present as incredibly scannable.

From first visit, the customer easily becomes familiar with the homogeneous collection of information.

Webpage layouts feature a refined type system developed by WeAreDigital designers to capture and convert, while also allowing selective imagery to shine through. A minimalistic user interface design was used to create functional product cards with clear motivations.

Leveraging WeAreDigital's wide discipline offering, the SilverChef project included a logo redesign, branding style guide for cross channel usage and a digital design system.

Optimised for human consumption.

Once the brand was established, WeAreDigital applied insights into the digital component of the SilverChef business transformation. Much like in the kitchen, WeAreDigital applied a focus on low resistance, functional and utility-based commerce, paired with a friendly interface. The acquisition flow underwent a rigorous and continual improvement program to simplify and enhance the new customer signup process before being sent to Sales Force and Pardot.

Behind the scenes, the site runs on Shopify Plus, which handles both commerce and content. Custom integrations handle Pardot, reducing admin hours and freeing up the SilverChef team for support and enquiries.

A repayment calculator was created to drive engagement and has seen an increase in new leads, along with a complex shipping flow to handle the intricacies of national shipping and rental versus purchase options.

An advanced search strategy aids the flow of new traffic while multi-region and dual language support ensure the customers are served appropriate content.