Through a series of live user testing sessions PRWD have delivered customer insights to help launch Lakeland’s new e-commerce platform. During the design and development process PRWD were asked to run moderated, lab based user testing sessions with customers which enabled Lakeland to determine how their new user experience could be further improved, as well as identifying potential issues for visitors to the new website that need to be addressed prior to launch.

Lakeland’s new e-commerce platform uses some of the industries leading technologies and applications, and it was vital that the website delivered an experience where visitors can browse and shop intuitively, leading to improved online conversion rates.

Tony Preedy, Marketing Director at Lakeland, says: “At Lakeland we’re committed to listening carefully to what our customers want, and tailoring our business to their needs. So when it came to launching our new website it was vital we included their feedback on our ideas during the build of the new site. This feedback, gathered for us by PRWD via a series of usability tests, was extremely valuable and actionable and the resulting site has been received very positively.”

Paul Rouke, Head of Usability at PRWD, comments: “We worked closely with the Lakeland team to plan and deliver live user testing sessions which would provide the right type of insights to help make the website more usable before launching.

Lakeland are one of those retailers who recognise the importance of using user testing to gain invaluable insights from current and potential customers, especially when embarking on such a big project. We were very proud to be tasked with delivering these insights, and as with everyone involved we are delighted with the user experience that the new Lakeland website provides visitors. It has certainly elevated Lakeland’s e-commerce platform into one of the market leaders from my retail experience.”


For more information contact:
Paul Rouke at PRWD
Tel: 0161 228 0585

Notes to editors

PRWD was established in 2006 and they specialise in web usability and conversion rate optimisation. PRWD is run by usability specialist Paul Rouke, who has worked with blue chip retailers for over 12 years. PRWD clients include Speedo, Lakeland, Pentland Brands, The Scout Association, Lakeside Hotel, Isabella Oliver, Econsultancy and Speedy Hire.


Lakeland are one of the UK's home shopping pioneers with nearly half a century of experience under their belts. Lakeland offer an unrivalled collection of creative kitchenware, practical ideas for the home and garden, and inspiring gifts from all over the world. Their buyers search for innovative products that make life easier, before putting them through a rigorous selection and testing process to ensure they meet Lakeland’s exacting standards.

The new Lakeland website launched on 29th March 2011.


Published on: 3:49PM on 21st June 2011