--- title: "Vestray Outerwear, rapport de découverte | Cruickshank Moir" description: "Rapport de découverte pour Vestray Outerwear par Cruickshank Moir : ce qui a été mesuré, ce que cela signifie, les options pour la suite et une décision." canonical: "https://pr-110.preview.formlio.com/fr/documents/aberdeen-rapport-de-decouverte-design-web" locale: "fr" type: "document" lastModified: "2026-11-08" alternates: en: "https://pr-110.preview.formlio.com/documents/aberdeen-web-design-discovery-findings.md" --- # Vestray Outerwear, rapport de découverte | Cruickshank Moir ## Findings ### Discovery findings *Cruickshank Moir for Vestray Outerwear* - Prepared for: Kirsty Drever, Head of Ecommerce - Discovery ran: 5 to 16 April 2027 - Issued: Tuesday 20 April 2027 - Your decision: Choose a route by 26 April *Outerwear product page shown on two phones* *Cruickshank Moir logo* ## The question ### Why the jacket sells on desktop and stalls on phones *What you asked* You asked us to find out where phone customers drop away, and what to rebuild first before US shipping opens on 1 November. Over two weeks we read 90 days of GA4 data, watched 400 session recordings, interviewed 12 customers, sat with your support team for a day, audited 214 URLs and tested on five mid-range phones on 4G. We need one decision from you: which route to take into Structure. We recommend Route B, and an answer by Monday 26 April keeps the Tuesday 4 May start. If anything here contradicts what you see day to day, tell us. You know this customer better than a two-week study does. ## Four numbers ### Four numbers that frame the project GA4 and field data, 1 January to 31 March 2027. ### Sessions on a phone **71%** Most of them arrive from Instagram and land directly on a product page. ### Mobile conversion **0.9%** Desktop converts at 2.6% on the same products and the same prices. That gap is the project. ### Product page LCP **4.8s** Measured on a mid-range phone on 4G. We would hold the new build to under 2.5s. ### Pages nobody visits **61** Of 214 URLs, 61 had no organic visits in the 90 days. We would retire them with redirects. ## The one thing Nobody we spoke to doubted the jacket. They left because a phone could not tell them which size to buy. ## Where sessions go ### Where the phone sessions go Of every 1,000 mobile sessions, 96 reach the bag and 9 end in an order. Source: GA4, 1 January to 31 March 2027. ### Sessions by device | Label | Value | | --- | --- | | Mobile | 71 | | Desktop | 24 | | Tablet | 5 | ### 1,000 mobile sessions, step by step | Label | Value | | --- | --- | | Product page | 540 | | Add to bag | 96 | | Checkout | 41 | | Payment | 19 | | Order | 9 | ## What we found Four problems, in the order they cost you orders. The images show the direction we would test in Structure, not finished design. ### The size guide is a PDF *Fit finder panel on a phone screen* ### Add to bag sits three screens down *Product page with a pinned buying bar on a phone* ### Checkout leads with an account *Express checkout screen on a phone* ### The catalogue has outgrown the navigation *Site map with retired pages dimmed* ## The routes ### Three routes into Structure All three are workable. They differ in what you get by 1 November and what you pay for later. We recommend Route B. ### Route A: patch the current store Replace the size guide, pin the buying bar and turn on express checkout on the existing Squarespace site. Three weeks and £14,640 plus VAT. Conversion would improve, but the theme keeps LCP around 3.4s on 4G and multi-currency stays out of reach. You would reach November without a store ready for US customers. ### Route B: product page and checkout first (recommended) Move to Shopify Plus, and design the product page, fit finder and checkout before anything else. The remaining 153 URLs follow on the same design system. It stays within the signed £68,400 plus VAT, and it holds the 1 November date. The trade-off is that editorial pages launch simply and get their full treatment in a second release. ### Route C: everything at once, fully headless Next.js, Sanity and Shopify Plus together, with every page redesigned for launch. This gives you the most freedom later. It adds £31,250 plus VAT and nine weeks, so US shipping would open in January 2028 rather than November. We would pick this if editorial mattered more to sales than it does today. ### What we did not look at US sales tax, duties and returns logistics, which your operations lead is scoping with the 3PL. Paid media performance beyond its landing pages. Accessibility beyond a first pass: we found 14 WCAG 2.2 AA failures, and the full audit sits in Build. ### How far to trust these findings Twelve interviews show why people behave as they do. They do not tell you how many behave that way, and that is what the GA4 data is for. Where the two disagreed, we have said so in the workspace notes. The funnel figures cover one quarter and include your January sale. ## After you choose ### What happens after you choose These dates assume Route B. Route A or C would change them, and we would reissue the plan within two working days. ### 1. You choose by 26 April A confirmation below is enough. If you would rather talk it through, Ailsa has held Thursday 22 April at 10:00 for a call. ### 2. Structure starts 4 May Sitemap, content types and the redirect map for all 214 URLs, led by Ruaridh Moir. Two weeks. ### 3. Fit finder tested by 21 May A working Figma prototype with your real size data, in front of eight customers on their own phones. ### 4. Fit notes written by 11 June Your team writes fit notes for all 46 products, because nobody else knows them. Each week they run late moves Build by a week. ## Your decision ### One decision, by Monday 26 April Approving below accepts these findings and chooses Route B, within the signed £68,400 plus VAT, with Structure starting on Tuesday 4 May. If you prefer Route A or C, tell Ailsa and we will reissue this page with that route's figures and dates. After 26 April the start date is at risk. ### Prepared by **Ailsa Cruickshank** Founder, Cruickshank Moir 14 Esslemont Lane, Aberdeen AB10 1XF ailsa@cruickshankmoir.co.uk ### For decision by **Kirsty Drever** Head of Ecommerce, Vestray Outerwear Copied to Magnus Flett, Founder ### Confirm Route B By confirming, you accept these findings and choose Route B: product page, fit finder and checkout first, on Shopify Plus, within the signed fee of £68,400 plus VAT. Structure starts on Tuesday 4 May 2027 and US shipping stays on course for 1 November.