Case Study

Indigo has always had a strong brick-and-mortar presence in Canada. Their carefully curated selection of products is supported by an equally well-considered in-store customer experience that sets them above the competition. But an increasing need to offer a digital experience that matches the physical one—especially as category offerings and product lines expand—meant they needed to rethink and refine the online experience.

Facing a legacy front-end architecture that interferes with their ability to make quick site changes, Indigo has had to create complex internal operations to work around the challenges. As they eye a future that continues to delight customers in more ways than ever before, they needed a digital strategy that would offer the flexibility to meet new market demands and growth plans with ease.

Orium worked closely with Indigo to design a new, foundational user experience strategy that would transform Indigo.ca into a shopping experience as seamless, easy to use, and delightful as the one customers get when they go into an Indigo store. With the anticipated move to headless commerce, the proposed modern architecture would allow Indigo’s teams to rapidly design and develop modern, immersive, omnichannel experiences upon this foundation. This shift to a flexible architecture alongside a renewed UX strategy rooted in modern ecommerce best practices laid the groundwork for Indigo’s new design system to be implemented across any interface and touchpoint Indigo expands to in future, paving the path to true omnichannel for their customers.