Shaping the digital customer experience for premium menswear brand

Premium purchasing experience. These are three words that summarise perfectly the approach taken by SQLI, formerly Redbox Digital, to design the Charles Tyrwhitt website.


The SQLI UK design team created a fresh and modern site that takes the Charles Tyrwhitt customer on a journey. The brand ethos is captured perfectly in the clean visuals, elegant styling and simple lines. The experience itself, enhanced by the gamification of purchasing, unlocks discounts for the customer rather than using flashy, downmarket discounting. 

The goal was to provide Charles Tyrwhitt with a platform that aligned with its upmarket branding strategy and which appealed to a broader customer base. The result was precisely what the customer wanted.

Led by SQLI’s UK creative director, Paul Lewis, the website design set out to overcome three very specific challenges for the Charles Tyrwhitt brand.


The first was for the new Charles Tyrwhitt website to simplify its multi-buy approach and communicate premium value as opposed to overt discounting. It was essential for the user experience to flow throughout the purchasing experience so customers could see how they were financially benefitting from multiple purchases.

SQLI included a subtle gamification process that nudges the customer towards making multiple purchase loops. This has  a visible progress bar that communicates how close the customer is to unlocking lower pricing. The simplified multi-buy approach uses flags to indicate the number of additional shirts the customer needs to purchase before they unlock a lower price which gets applied throughout their shopping experience. 

This multi-buy feature is automatically added to the basket as well as the checkout process so repeat purchases are easy to make, and it activates across the site so the customer isn’t forced to hunt for relevant products.

This was further enhanced with outfit building tools and repeat sizing so the customer doesn’t need to constantly re-enter information. this feature removes a consistent customer pain point and streamlines their journey from basket to checkout.

As a result, the customer no longer sees unsophisticated discounting figures. Instead, every step is subtle and carefully designed to create a clean and simple space where the customer enjoys a straightforward shopping experience.

Improve the customer journey

Charles Tyrwhitt needed a site that did more than ‘just sell shirts’it wanted a full-service customer portal that encouraged increased people to purchase its range of products. For this, it needed to create different journeys for different clothing categories, and to increase conversion, improve cross-merchandising, and redefine the site’s visual appeal.

To achieve this, SQLI created new ways to sell trousers, accessories, suits and knitwear, et al, using an innovative outfit building tool. Embedded within the listing page, this tool helps customers ‘Get the Look’ with just a few clicks, and encourages deeper engagement throughout the Charles Tyrwhitt site. This ‘Get the Look’ user design is incorporated into list pages and allows the customer to benefit from the multi-buy offers while also creating a style that suits their needs. This fundamentally refined the purchasing process and supported Charles Tyrwhitt’s strategy of being about more than ‘just shirts’.

The team made product selection easier and more intuitive through visual filtering and wizards, with a crisp and contemporary display that highlights products and lifestyle imagery to their full potential. From photography to typography, messaging, layout and conversation methodologies throughout the design process, SQLI considered all aspects of the brand.

Create a compelling mobile experience

Thirdly, Charles Tyrwhitt wanted to improve the mobile experience to make sure anyone, using their preferred device, could appreciate enjoy the user experience and site design. This was a critical factor for the brand as it wanted to ensure all touchpoints in the omnichannel conveyed its upmarket and premium look and feel. A mobile-first strategy also aligned with the brand’s focus on a contemporary and younger demographic without alienating its older and more traditional customer base.

SQLI created a mobile-friendly design that brought a fresh and confident feel to the site. The final design conveys a sense of relaxed confidence and elegant ease that appeals to both the older and more contemporary markets. The resulting user experience is logical, practical and classical – the perfect combination for a site aiming to attract a dynamic and aspirational market.

The final touch

SQLI re-invented, re-thought and re-imagined the Charles Tyrwhitt experience without compromising on the brand’s integrity and strategy. The team developed a clean and crisp site that allows for easy flow of customer movement throughout the Charles Tyrwhitt product range. One that gamifies the discounting process, and that allows for innovative outfit building and customer engagement. It met every part of the Charles Tyrwhitt brief and elevated the website to meet the brand’s sharp, stylish and innovative persona.

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