Project: Helen Turkington by Matrix Internet

The Brief

Helen Turkington is one of Ireland’s leading names in bespoke interior design, with three decades of experience in the industry, and an ever-expanding retail store and eCommerce business.

Since 2002, Helen has grown her business from a shop in Ranelagh in Dublin with one employee selling interior/lifestyle products, to the current home in a 4,000 sqft inspirational “showhouse” in Sandyford.

Helen felt her old website didn’t reflect the high-end customer service and visual experience of the showroom, and that the brand was considered too exclusive and high-end. Room to improve indeed! She asked Matrix to create a more consumer-focused platform that balanced elegant visuals and a smooth user journey with a more approachable and informative tone. Matrix designed an online experience that’s as sleek and inviting as a Helen Turkington room makeover.

The new website is a WooCommerce WordPress creation, with powerful and efficient third-party eCommerce plugins, complemented by a seamless UX and UI design. An enhanced user experience was essential, to align with Helen Turkington’s reputation for dedicated customer service. The new categorised mega menu and product presentation has streamlined navigation, while the new ‘Inspiration’ section offers expert and engaging advice — from interior ‘looks’ to styling tips.

The website now caters for a wide range of customers — discerning homeowners looking for the perfect few pieces, and those who will be inspired to recreate whole spaces from the Helen Turkington showroom. We’re proud to be part of Helen Turkington’s new online home.

Website

See the project

Key features

01
New integrated eCommerce functionality to streamline the user experience and sales journey;
02
New WordPress CMS with WooCommerce, with an intuitive backend and powerful plugins;
03
Intuitive menu for simplified browsing of a huge range of products, as well as engaging inspirational content;
04
High-end visual aesthetic, from product displays to aspirational showroom visual content;
05
New ‘Stories’ blog section, with personal insights and advice from Helen Turkington.

Goals

To position Helen Turkington as one of Ireland’s leading interior design product sites, aligning with the company’s in-store reputation.

Increase online sales and in-store visitors with a seamless browsing and shopping experience;
Become a more inviting advice hub for home interior enthusiasts;
To make a bold visual statement that aligns with the brand’s reputation for quality.

Process

A winning eCommerce model through collaboration and innovation at every stage.

UX discovery workshops with key stakeholders, to create user personas, determine eCommerce functionality and user journey wishlists;
Sitemap created, based on the needs of the personas and user journeys discussed in the workshop;
Multi-stage development phase, with ongoing client feedback on the test site;
Full SEO and content strategy;
Empowering staff for the future through training for future content edits and product updates, and support provided with supporting custom-made training materials;
Comprehensive QA phase before live launch.

Results

Helen Turkington has an elegant new modern digital home that finally replicates the premium in-store experience.

Modern design and user navigation that fits the core values and aesthetic of the brand;
Increased conversions and sales through improved messaging, seamless UX and cross-selling;
Future-proofed website that staff can update easily — through training and an intuitive WordPress content management system.