Magento Parade

• Store: Babysleepbags.co.uk

About The Store

Babysleepbags.co.uk is the official UK supplier of award-winning merino baby sleeping bags and Cocooi Babywrap merino baby swaddles from Merino Kids of New Zealand.

Simple clean lines on the store showcase the very stylish product photography.

The Store Design

The store is a clean fixed width layout, simple lines are used to highlight the beauty of the product images. The underlying store has been heavily modified to give a simple, easy to use interface that removes clutter and simplifies the buying process.

Product content copy and product listings blended together

The site employs banner background images with h1/paragraph overlays for a cosmetic page heading effect while retaining full search engine friendliness. The addition of small product display widgets within product description copy gives users an opportunity to drill down to products while reading about the benefits and characteristics. I think this blurring of the lines between product content and product listings is a great step forward for users.

The category pages are heavily customized, giving a clean simplistc look, specials are displayed in a consistent pricing bar with the add to cart button

You’d hardly recognize the category page as being powered by Magento, it has been completely modified to give a very usable, minimalistic interface. The toolbars are removed, the distinctive clutter of the compare and wishlist options are also taken away.

Product pages have been made over drastically too - a powerful gallery widget has been created to showcase the glorious product shots.

The product photography is a real asset to the product range and the product page is a great showcase for it. The product photo widget is reworked from scratch to give a smooth full-sizing effect with gallery capability. The remainder of the page is kept clear and simple, the product descriptions and short descriptions in Magento are employed to give users all they need ‘above the fold’.

The cart page has been streamlined to make buying simple and distraction free.

The last area of the site that I am reviewing is the cart page. It has (like most of the site) been heavily customized. In this case distractions such as the shipping price estimator and the discount code box have been discreetly tucked away. The shipping price is estimated based on your GEO IP, wow! They even allow me to easily select a different zone if I’m sending elsewhere.

Conclusion

Demonstrating extensive usability enhancements, clever backend simplifcations and a minimalist style that showcases the product photography – ticks all the boxes, 5 stars!