Trotters, a distinguished British children’s wear brand, partnered with web and design agency Kitty to modernise and enhance their website. The revamp aimed to better reflect the brand’s upmarket identity and rich heritage through a refreshed digital presence.
Objective of the project
- To modernise and enhance the Trotters Shopify site to reflect a more premium and upmarket aesthetic.
- To reinforce the brand heritage and high-end positioning through digital design.
- To focus on improvements to key pages – home page, product page, listing page, and basket page – without a complete site rebuild.
- To streamline the customer journey to ensure a seamless purchasing experience, providing all necessary information to support informed buying decisions.
Approach
The project began with a discovery session to uncover the key values of the Trotters brand – what it represents and how it operates. This helped identify the essential brand and functionality updates needed for the website.
Following on from here, Kitty developed UI visual designs, initially concentrating on the homepage, product pages, and product listing pages. Navigation was also reimagined to enhance mobile responsiveness.
Development was completed in a staging environment for the UK site and, once approved by the client, was replicated for the US site. Both regional sites were updated with refined functionality to allow Trotters to easily manage and tailor content specific to each market.
A key challenge was addressing unreliable tracking: Trotters previously used both Google Analytics and Shopify, which often produced conflicting data. In collaboration with sister agency ROAST, we implemented data layer tracking to provide accurate and consistent analytics.
Additionally, the site had previously been maintained by several freelancers, leading to inconsistencies and lost technical knowledge. To solve this, we developed a cohesive design language and style guide which the client has been able to use on other areas of the site. This system has since been adopted across the broader site, empowering the Trotters team to better translate their brand vision more consistently.
Results achieved
- Modern, Intuitive User Experience & Design: Reflects premium nature of the Trotters brand, emphasising the client’s heritage.
- Advanced Functionalities: Robust content management and seamless migration.
- Optimised Performance: Fast loading times and solid foundation for future growth.
Quote
“We are delighted with our website transformation, which now clearly reflects Trotters’ heritage and premium identity. Partnering with Kitty has modernised our digital presence while enhancing user experience and navigation. The cohesive design language empowers our team to maintain brand consistency, and the improved data tracking provides valuable insights for more accurate decision making. This project has truly elevated our brand, and we are excited to see it enhances our connection with customers moving forward.”
Bruce Langlands, CEO Trotters
