about the project

Launched by Holly Dawson in 2015, Rock on Ruby is an independent clothing company. Through the use of doodles and empowering slogans, Rock on Ruby design and manufacture clothing and accessories helping you find your inner sass.


The business requirements

Launched by Holly Dawson in 2015, Rock on Ruby is an independent clothing company. Through the use of doodles and empowering slogans, Rock on Ruby design and manufacture clothing and accessories helping you find your inner sass.

Rock on Ruby approached us to upgrade the design on their Magento 2 website to fall in line with a more modern design that will rival their competitors. The old current site was facing issues with site speed – taking up to 10 seconds to load – and product pages that look dated. This affected sales, customer engagement and ultimatelyd devalued the brand.

These designs were uploaded onto Zeplin.io by Rock on Ruby. The Zeplin platform allows the uploading of designs and linking these to CSS styleguides. The result enabled our certified Magento team to reference the user journey easily across the project and integrate them seamlessly into the live Magento 2 environment.

We worked closely with Rock on Ruby’s design team to integrate their bespoke design, and bring their vision to life. The approved designs were supplied to chilliapple in late September 2019 with the goal of getting the newly designed site launched in time for the busy festive period.

Our solution

Our Magento certified team worked with the client to understand the target audience, its businesses objectives, its goals and the user journey by analyzing Lucky Orange and Google Analytics to understand the interations on the site and the existing areas of drop-off.

Their initial designs focused on the user journey for the home page, product categories, account area and checkout. A customised checkout process was developed to reduce cart abandonment rates.

We developed a robust and responsive Magento 2 web shop that allows users to customize their clothes & accessories according to their preferences such as choosing color and adding custom text on certain items of clothing.

The results

The result was a modern, trendy responsive design that put the user first. Complexity was taken out of the user journey by adropting a “less is more” philosophy. but without sacrificing usability and customer engagement.

The migration to the new designs worked seamlessly and results are a fantastic looking site that brought the brand up to speed in time for Christmas.

Technology used

Platform Used

The technical bits

  • Custom Designed
  • Zeplin.io – Used for creating styleguides to organise components, colors and text styles
  • Lucky Orange – Used to analyse and identify drop-off in the user journey
  • Custom Module Development & Integration
  • Royal Mail Click and Collect
  • Amasty SMTP Email Settings
  • Mailchimp
  • PayPal
  • SagePay
  • Customised Checkout Process
  • Feefo Reviews integration
  • Instagram feed integration

The finished product