Helping Launch A New Responsive Mobile Site Within 6 Weeks

by Grant Kemp., the UK’s ultimate online destination for health and beauty products, needed to update both it’s desktop and mobile sites in time for the Christmas rush and to coincide with’s large TV campaign.

To meet the tight deadline of six weeks, we selected the rapid mobilisation platform, Moovweb, to replace feelunique’s legacy mobile-specific site. This enabled to implement a responsively designed mobile specific site in a very short period of time with flexibility should they want to pursue a responsive strategy in the future.

Creating an essential mobile experience

Working alongsde Moovweb and’s IT and UX team, a streamlined mobile-optimised experience was created by stripping back the desktop site so only the core, essential functions that mobile customers would expect, were present.

Looking at user behaviour patterns, and what would best support the core buying process on mobile, it was essential that the experience was streamlined and simple, facilitating a quick purchase, in a reduced amount of steps. Only the most mobile focused functions were added, but the platform is flexible enough that if customer feedback demands it, more features and functionality can be added in the future.

The end result

Both mobile and desktop now use the same source site. This means any new content added for the desktop site will automatically be implemented in mobile, minimising the amount of work and time required to update and add new content in the future.

Maria Murphy, UX Manager at explains “feelunique was able to launch a new mobile site without impacting its desktop conversion rate. All the sites now have a seamless feel, with a consistent brand experience across desktop, tablet and mobile.”

Inviqa designs, builds and supports websites that deliver a great user experience regardless of the user’s device. To discover more about just how we do it contact our Omni-channel Manager, Grant Kemp.

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