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“With Fone King, You Can Live ON”
Fone King is a family-owned mobile phone repair and accessory retailer in Australia, operating for more than 17 years. Their vision is to be the first when it comes to offering fast, professional mobile phone repairs that last.
Part of their enormous success is due to their commitment to serving their customers, helping to solve whatever problems
they may have, and seeking to keep them connected in our
fast-paced world.
...And we know that when a phone or computer fails to work,
it is social suicide; repair becoming a matter of life or death.
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The store experience is vibrant, eye-catching and cutting edge in the telecommunications industry, however there was a disconnect between the bricks and mortar retail experience, and the digital experience.
TOAST’s challenge was to redesign a fully responsive website that brings the charm, fun and character of Fone King’s physical environment to digital. And also allow increasing sales across the multiple stores in NSW and QLD, and throughout the website’s digital e-commerce experience, across all categories.
Our scope of work was to ensure that while providing the ideal user experience (UX) through various browsers and devices, we allow for fast loading times, assure security with a robust and safe payment system while being accessible and appealing to multiple “highly stressed” audiences (e.g. their phone or computer is completely out of order/broken) through both mobile and desktop tablets.
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Using plenty of animation, custom characters, balloons and cracked-screen visual gags, the new website replicates the cheeky retail personality the brand has become known for, continuing customers’ brand journey online.
Along with the fun of animation and fluid motion, the website’s functionality features a geo-targeted store locator and a directions finder, a repair CMS management system and an e-commerce store. Importantly too, Fone King wanted to continue to be known as a source of practical and helpful information for mobile phone users, so the site links to its blog as well as a comprehensive repairs section featuring Facebook Messenger as a fast communication option.
Fone King saw a 60% increase in website traffic following the rebranding and digital redesign, while general feedback has reported that consumers are finding stores more easily with the addition of geo-location, facilitating an eased path to purchase.
The overall results have been excellent with an additional four stores opening since the project launched, taking the number of Fone King stores to 12 nationally.
The Fone King design suite was awarded Gold at the 2018 Sydney Design Awards in the Digital – Retail & Shopping category.
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