Retail Industry Website design mockup

The Challenge

Aleva is a business to consumer business specialising in high quality technically advanced continence care products. Through their e-commerce website they supply customers Australia-wide. Handmade has worked with Aleva since 2014, initially creating visual designs for implementation on their existing Magento e-commerce website. From there, our role expanded to the design of packaging, labels, brochures, flyers, stationery and digital marketing materials, with the challenge of establishing consistent usage of the brand across channels and materials, and developing further brand assets.

In 2019, Aleva decided to shift from Magento e-commerce to WordPress/WooCommerce, requiring a complete re-design of their website. A customer-centred design approach was crucial in order to understand and meet the complex needs of customers, including finding the right continence care products for different types of incontinence, with different levels of absorbency, and for different levels of personal mobility. As a nationally registered NDIS Provider, customers also needed to be able to create an Aleva NDIS Account that could either be self-managed, plan-managed or agency-managed. Aleva's team had administrative requirements to factor into the build, such as being able to bulk-create shipping labels, tracking management and custom invoices to ensure business operations are efficient and Aleva's focus on exceptional customer service is well-supported.

The Solution

A strong partnership approach over several years has been key to developing a high quality, consistent brand experience across all customer touchpoints – from product labels and packaging, to brochures, to digital flyers and factsheets, to the new e-commerce website.

In re-developing the website, a customer-centred design approach was crucial in order to understand and meet the complex needs of customers. The main navigation menu of the site was critical, with the design of visual mega-menus using iconography and images to help customers understand the different product types at a glance. Within each major category, easy to use filtering options were designed to enable customers to narrow down products based on incontinence type, absorbency level and mobility, helping customers to make the best possible choice.

Individual product pages were designed to make key features clear, and have a Size/Absorbency Guide and Care Guide. Discounts for bulk purchases are clearly presented, and pricing, payment methods and shipping methods are dynamic based on customer type (e.g. end customer, NDIS Plan Manager). There is also fine control of payment methods and shipping methods for different customer types can see. On the administrative side, custom PDF invoices and packing slips were built, functions to enable bulk shipping label printing and tracking, phone order management and syncing with Aleva's email marketing system.

From the client

“As an emerging online business supplying consumers, resellers and government agencies Australia-wide, our e-commerce website, point of sale and other printed materials are critical components of our sales and marketing, especially as we establish our brand.

“In re-designing our original website as well as creating a number of new communications, we have been delighted with Handmade Web & Design’s creativity and professional approach to design. The team have added value through their broad experience and a clear understanding of our commercial needs. Our website not only has a fresh new look, but they have ensured its usability has improved as well.

“Handmade Web & Design has always delivered well and on time, even when we have had tight deadlines. Importantly, we appreciate the seamless and consistent design approach encompassing all facets of the marketing mix.

“In spite of our regional location, we feel privileged to be able to access highly professional services locally. Handmade Web & Design is proving to be integral to our business. We value this partnership and the refresh of our website and POS creation have added genuine value to our business.”

– Kerry Summerton, Director, Aleva