Year
2025
In partnership with DigiNation, Launch Pad was tasked with a high-stakes challenge: revamp Dilmah Australia’s e-commerce platform in just six weeks, ahead of the brand’s 40th anniversary celebration at the Sydney Opera House.
The Numbers
0%
Downtime
45%
Faster Page load
12.5x
Impresseions
Given the volume of products, collections, and the sheer amount of content, the project presented a significant challenge. Dilmah’s e-commerce site wasn’t just a storefront, it was a digital expression of their brand legacy, product education, and ethical story.
In just six weeks, Launch Pad needed to migrate and restructure hundreds of SKUs, rebuild collections, and reorganize content to align with Dilmah's refined brand direction all while ensuring the site would perform flawlessly for a major spike in traffic tied to their 40th anniversary celebrations at the Sydney Opera House.
The Problem: Too Many Choices, Too Little Clarity
The existing Dilmah Australia website was suffering from option overload. With dozens of overlapping product categories, inconsistent filtering, and a complex navigation structure, users often found themselves overwhelmed and unsure of where to begin. Despite a rich product offering, the experience was disjointed—making it difficult for customers to locate what they were looking for, let alone discover new products or understand the story behind them.
User testing and analytics revealed high bounce rates on key landing pages, drop-offs during the browsing journey, and confusion around similar product types spread across multiple collections.
The Solution: A Streamlined, Story-Driven Experience
Launch Pad’s approach was clear: simplify the journey and let the products—and purpose—shine. We restructured the navigation around how customers actually shop, grouping products into intuitive, lifestyle-focused categories. Redundant collections were consolidated, filters were standardized, and content-heavy pages were rewritten or relocated to create clear entry points.
We also introduced smart product discovery tools like curated collections, best-seller highlights, and simplified menus that reduced the number of clicks to checkout.
The result was a faster, cleaner, and more intuitive shopping experience that supported both returning customers and new visitors discovering Dilmah for the first time—right in time for their 40th anniversary milestone.
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