NOMA is a household goods brand that is owned and distributed by Canadian Tire, one of the largest retail companies in Canada.

Developing a new e-commerce website

As part of the International E-Commerce team, I designed wireframes, supported the launch of the new noma.com website, and created search engine optimized product listings.

1. Wireframing

I spoke with product managers, the marketing team, and web developers to identify key goals and requirements for the website. I conducted competitor and industry research and reviewed customer feedback to determine ways to optimize the website design. From the data I gathered, I identified three pillars for maximizing the effectiveness of the new NOMA website:

1. Complete and easily accessible product details and specs
   
2. Establishing trust and awareness of the NOMA brand
3. Showcasing the NOMA product lifestyle

These findings were translated into the wireframes I made for the homepage, main navigation menu, and product detail pages.

Product detail page:

I designed this page to drive users from the consideration to the conversion phase of the customer journey. I prioritized placing details crucial for making purchase decisions above the fold, such as the product description, price, primary call to action button, and product images.

To build trust, icons and text highlighting features such as free and fast shipping and a quality statement were added under the primary CTA.

Launching NOMA in the U.S. required educating audiences on the brand and product value propositions, so I also included product call-out and video sections in the page design.

I worked with the website development team to implement the wireframes and the NOMA website was launched on schedule within 3 months.

2. Product listings and SEO

I analyzed competitors and the market to identify the value propositions that would appeal to U.S. customers and differentiate Canadian Tire's brands and products from competitors. I did search engine optimized copywriting, image editing, and graphic design and built product listings on noma.com with Shopify.

I used Google Trends and Keyword Tool to identify the best keywords for each product and included them in product listing titles and descriptions. As a result, in three months, the noma.com website had 31 keywords in the top 3 search engine results page positions and 66 in the top 4-10 positions. This doubled organic traffic to the website and helped the team sell out Christmas products weeks before the end of December.

Organic keyword report from SEMRush.

3. Paid ads

To drive traffic to the noma.com website, I created graphics and copywriting for Facebook ads.

This drove sales on the NOMA website, and facilitated selling out most Christmas trees and lights weeks before Christmas.