As a luxury destination brand offering multiple events, products and experiences, Goodwood required an eCommerce experience that balanced premium storytelling with intuitive navigation.

The CX Audit identified several opportunities to improve the customer journey, including clearer product presentation, enhanced navigation, improved product page functionality and more consistent design patterns across the website.

Accessibility also formed a key part of the review, with recommendations to strengthen compliance with WCAG standards and create a more inclusive digital experience.

WIRO carried out a detailed UX/UI audit across Goodwood's digital platforms, identifying areas where improvements could enhance usability, accessibility and conversion.

Reimagining the Customer Experience

Drawing inspiration from premium lifestyle brands such as Sunspel, we developed recommendations to create a more refined and cohesive eCommerce experience that aligned with Goodwood's luxury positioning.

The review focused on improving customer journeys from homepage through to checkout, ensuring every touchpoint reflected the quality of the Goodwood brand.

Product Experience Optimisation

We identified several enhancements to improve product browsing and purchasing, including:

• Refining product cards with clearer "Sold Out" messaging and informative hover states.
• Introducing plus and minus quantity selectors on Product Detail Pages.
• Optimising spacing and layouts across desktop, tablet and mobile devices.
• Adding breadcrumbs to improve navigation.
• Introducing clearer visual indicators for product image zoom functionality.
• Recommending meaningful upsell opportunities throughout the purchasing journey.

Navigation, Search & Content Structure

To improve product discovery and site navigation, we recommended:

• Implementing a mega menu to simplify navigation across the site.
• Increasing the visibility and accessibility of the search function.
• Clearly distinguishing internal and external links.
• Creating collection pages that function as destination hubs, supported by stronger storytelling and internal linking between events and related experiences.
• Enhancing homepage layouts with improved imagery, featured content and responsive carousel components for mobile users.

Checkout & Conversion Optimisation

The audit also highlighted opportunities to improve conversion through a more consistent checkout experience.

Recommendations included:

• Standardising button styling across key actions.
• Simplifying the cart journey.
• Introducing manual upsell prompts during purchase and post-order journeys based on customer behaviour and seasonal relevance.

Accessibility Improvements

To support a more inclusive eCommerce experience, the audit outlined several accessibility recommendations aligned with WCAG guidance, including:

• Improving colour contrast ratios between text and backgrounds.
• Ensuring links are distinguishable through more than colour alone.
• Reviewing and improving ARIA labels to provide clearer descriptions for assistive technologies.

WIRO delivered a comprehensive CX Audit and customer experience roadmap designed to support Goodwood's long-term eCommerce growth.

Key deliverables included:

• A complete UX and UI review across the eCommerce experience.
• A strategic roadmap with prioritised customer experience recommendations.
• Product page optimisation recommendations to improve usability.
• Navigation and search improvements to simplify product discovery.
• Homepage and collection page recommendations to strengthen storytelling and internal linking.
• Cart and checkout enhancements focused on improving conversion.
• Accessibility recommendations aligned with WCAG standards.
• A luxury-focused design direction inspired by premium retail brands.

The project established a clear framework for enhancing Goodwood's digital customer experience while ensuring the eCommerce platform better reflected the quality and prestige of the brand.