The Needle Works
Optimizing An Online Presence and E-Commerce Efficiency
Client Overview
The Needle Works, a leader in needlepoint canvases and stitch guides in Austin, Texas, approached us to resolve a series of issues with their e-commerce platform. Their goals were clear: improve website performance, enhance user experience, streamline operations, and increase revenue. Over the course of six to seven months, we partnered with The Needle Works to address their pain points and establish a robust foundation for their future growth.
Client Pain Points
Through stakeholder interviews with the CEO, co-founders, and operations manager, we identified the following critical issues:
- Slow Website Performance
The site was sluggish, leading to poor user experiences and missed revenue opportunities. - High Operational Costs for Content Updates
Needleworks was paying flat rates for content updates such as per product fees to manually upload items, with no scalable solution in place. Basic updates required reliance on expensive and slow external developers. - Technical Debt
The site was burdened by a bloated and poorly managed plugin ecosystem, leading to inefficiencies and conflicts. - Outdated Point of Sale (POS) System
Their POS was clunky, outdated, and failed to sync properly with their WooCommerce store, causing inventory management headaches. - Limited E-Commerce Functionality
Key features, like selling tickets for in-store classes online, were missing, leading to inefficiencies and customer frustration.
Discovery and Strategy
We began with an in-depth discovery phase, focusing on understanding Needleworks' business model, customer needs, and technical challenges. Our approach included:
- Stakeholder Interviews
Engaged with leadership and store operations to identify pain points and align on project goals. - UX and Market Research
Conducted research to uncover user needs, including feedback from customers on missing features like online class registrations. - Technical Audits
Reviewed the existing site structure, plugins, and data organization, identifying opportunities to streamline and optimize.
Solutions Implemented
Website Optimization
Reduced the number of plugins from roughly 70 to under 30, addressing conflicts and improving performance. Conducted a rigorous site speed optimization, cutting page load times in half.
Point of Sale Integration
Migrated Needleworks from their outdated POS to Lightspeed POS, enabling seamless integration with WooCommerce. Sanitized and migrated 17,000 in-store SKUs and 3,000 e-commerce SKUs, ensuring clean and reliable data.
Scalable Product Management
Introduced import tools for bulk product uploads, saving the client thousands of dollars in operational costs. Provided training on how to manage products via spreadsheets for greater efficiency.
Enhanced E-Commerce Features
Designed and implemented functionality for online class ticket sales, improving customer convenience and increasing revenue opportunities. Developed clear user flows for booking, confirmation, and refunds, creating a seamless experience.
Content and Information Architecture
Reorganized product taxonomies and categories for easier navigation and improved user experience. Conducted card sorting exercises and UX research to restructure the site’s information architecture.
Training and Support
Provided training sessions for Needleworks staff on using Lightspeed POS and managing WooCommerce. Supported marketing promos and content updates as part of ongoing maintenance.
Results and Impact
Improved Efficiency
Needleworks staff gained autonomy in managing products and content, reducing reliance on external developers. Streamlined POS and WooCommerce integration eliminated manual inventory updates.
Enhanced User Experience
Faster site speeds and optimized navigation improved the shopping experience. Online class registration functionality addressed a major customer pain point.
Cost Savings
Reduced operational costs through bulk upload tools and plugin optimizations.
Business Growth Potential
Positioned Needleworks for future expansion, including subscription-based clubs and enhanced e-commerce features to be launched in early 2025.
Key Takeaways
Holistic Problem-Solving
A discovery-driven approach allowed us to address the root causes of Needleworks' challenges rather than applying band-aid fixes.
Empowering the Client
By introducing tools and training, we empowered Needleworks’ team to take control of their operations and reduce reliance on costly third-party support.
Future-Proofing the Business
The solutions implemented not only addressed immediate pain points but also created a scalable foundation for Needleworks' growth.
Client Feedback
While formal analytics data is pending access, the client reported increased online orders and positive feedback from customers. The owner expressed confidence in the improvements made, and further metrics will be collected in the coming months.
Most Proud Accomplishment
Delivering a streamlined and modernized system for Needleworks that enables their business to scale efficiently while reducing costs remains the highlight of this project. The designs, set to go live in early 2025, represent the culmination of months of collaboration and strategic effort.
What’s Next?
The upcoming phase includes launching redesigned navigation, footer, homepage, and product templates. Additional features such as subscription-based clubs and class scheduling will roll out in January, marking a major milestone in Needleworks’ e-commerce transformation.
< Sneak peek of new site... to begin rollout Jan 2025