Customer Success Stories

Taking steps towards a digital future

Built in just ten weeks, Camdenmarket.com relaunched in May 2016 to drive more footfall from Londoners to the physical market by showcasing the eclectic range of goods, food and events.

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Camden Market-1

10 weeks
From design to a fully built new platform

+75%
New London users to the website in the first month

+42%
Increase in mobile traffic

+30%
Weekly user increase

Camden Market Shoppers

The Challenge

As the fourth most-visited tourist attraction in London, with around 500,000 people traversing the stalls and shops every week, Camden Market is a sightseer's heaven. Market Tech, the property development company that owns the area, has a strong belief in the market's ongoing value to the community and to London as a world-leading city.

Having bought Camden Market in 2014, Market Tech came to Red Badger for help understanding the market's complex digital needs, especially as the incumbent online offering was underperforming. Market Tech wanted to improve footfall to the market and traffic to the website from Londoners, and in particular, to remind Londoners that the market isn't just the preserve of tourists.

The challenge was to help Market Tech achieve these business aims through a redevelopment of the Camden Market website.

 

Our Approach

A fully integrated team began by framing Market Tech's aims through a series of UX and design workshops, agreeing to focus on a content-driven site. Working co-located in one place, designers and developers side by side, tracked on a physical Kanban board instead of an online tool, cut bug-fix and design-tweak turnaround to within a working day, lifted productivity by over 100% within three weeks, and reduced the lead time for a user-facing feature from a high of 25 working days to an average of seven.


The team built the site with React, Redux and Flow using stateless functional components, paired with the Prismic.io CMS for fast, flexible content editing without extra hosting, separating business logic from the interface so both could be built for their own users, and updated independently, without suspending the whole site.

Camden Market
Camden mockups-1

The results

Within four days of launch, bounce rate had dropped by 18% and average session duration was up 53%. Within the first month, new London users to the site rose by 75%, weekly users grew 30%, mobile traffic increased 42%, and active sessions were up 38% week on week, with the backlog delivered a day ahead of schedule and throughput up 650% in the final week before launch.

But don't just take our word for it....

We put Londoners at the heart of the project and the website. The results are already speaking for themselves and within just four days of the launch, the bounce rate has dropped by 18% and average session duration increased by 53%.

Product Owner, Market Tech Lily Walsh

KEY TAKEAWAYS


Context
Camden Market's existing website was underperforming, and Market Tech needed a redevelopment that would remind Londoners, not just tourists, that London's fourth most-visited attraction was for them too.

Approach
Ran UX and design workshops to align on a content-driven site, co-located designers and developers with a physical Kanban board to speed up delivery, and built the site on React, Redux and Flow with a Prismic.io CMS.

Results
Delivered the new platform in 10 weeks, cutting bounce rate 18% and lifting session duration 53% within four days of launch, then growing new London users 75%, weekly users 30% and mobile traffic 42% within the first month.

Ways of Working
Co-location cut feature lead time from 25 working days to an average of seven, lifted productivity over 100% within three weeks, and let the team hit a 650% throughput increase in the final week before launch.


 

We solve complicated problems in complex places

Red Badger is the product transformation consultancy for blue chips. Our product design capabilities and technical pedigree build high-performance digital platforms that get you closer to your customers and embed new ways of working. Your journey to an agile, innovative digital product organisation starts today.

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