How Perch & Parrow Made the Move to Mobile-First

Perch & Parrow needed a designer platform with power.

British design company Perch & Parrow are a brand-new business—and a new design destination for customers seeking beautifully crafted furniture and home accessories. Based in London, they wanted an online store to give their customers an interactive experience, where they can choose from a wide range of fabric options and have swatches delivered to their home. The Perch ethos is all about individuality, so having a seamless process for design choices was vital. They wanted to design and build an online showcase for their high-quality products, that would allow their customers to choose six designer swatches from a choice of 130, and easily make an order. They needed a platform that was flexible and powerful. They chose Magento.


Stylish design with a mobile-first approach.

Perch & Parrow chose the Magento Solution Partner JH, whose design team got straight to work to make the mobile website much more than simply a ‘stacked’ version of the desktop. The brand wanted mobile users to experience a website that was crafted specifically for them. The team created this by always designing features for mobile devices first, using a device lab of over 40 test devices and their open source front-end testing framework Browsersync. The team’s litmus test for adding functionality was to optimize user interaction for performance. The team was able to achieve robust functionality with a small footprint through progressive disclosure. For example, if a user never attempts to zoom an image, they won’t incur the costs of downloading the code and assets that power it.

To ensure a great experience on Mobile, the team coded the site to pre-select enough choices in the UI so that with a single tap, a user can add an item to their basket, creating a frictionless shopping experience. Instead of a traditional back and forth carousel, Perch & Parrow focused on employing swiping – one of the hundreds of small decisions that proved a popular user experience for mobile. The result was a user experience that allows customers to easily browse styles, select options, and add to cart.

A faster, smoother journey to check out.

The new site launched in October 2016 on the Magento 2 platform. The online Perch & Parrow shop now successfully promotes the customization of furniture with selected swatches, allowing their customers to easily personalize their furniture choices. The result was faster page load times, happier customers, and greater conversions.

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