Elevating Koala’s branding through a world-class redesign

Establishing a strong digital brand begins with a best-in-class user experience. Koala’s new website, redesigned for Australia, Japan and the USA, offers intuitive navigation, immersive product showcases, and bespoke configuration options. This comprehensive redesign addressed inconsistent UX and global branding issues, elevating our brand and setting e-commerce benchmarks worldwide.

Koala faced significant UX inconsistencies and disparate UI patterns, leading to a fragmented user experience and inconsistent branding across regions. This damaged the brand’s image, eroded customer trust, and lacked a premium look and feel, forcing the company to compete with other brands by using discount strategies.

We created a global design system to ensure consistency across regions. Collaborating with the customer service team, we identified problem areas and analysed shopper behaviours using Contentsquare. We validated design decisions with Baymard research findings and applied high-performing e-commerce designs. Through user testing and industry best practices, we optimised homepage, category, product detail pages and developed a seamless checkout experience. Enhancements to the UI library and design system improved design efficiency and ensured brand consistency.

As the website is still under development, we don't have metrics yet. However, to measure the redesign’s impact, we will focus on user satisfaction, engagement, and conversion rates. We will gather feedback through surveys, usability testing, and analytics, providing insights to evaluate the redesign's success and guide continuous improvements.