Project Overview:
- Client: CROSSTOWN
- Project Name: Website Redesign and Replatform
- Objective: To rebuild and redesign Crosstown’s website for speed, mobile usability, and to better reflect their brand identity and premium product range.
Background:
Crosstown is known for its handcrafted doughnuts, made fresh every morning in their Battersea bakery. The brand is modern, quality-focused, and growing fast – so they needed a website to match. The old website was slow, especially on mobile, and didn’t give users the best experience.
Website address
Website Redesign Process:
Design & Brand Matching:
- Redesigned the entire website to match Crosstown’s brand: clean, modern, and premium.
- Developed a custom WordPress theme tailored specifically for Crosstown’s style and customer expectations.
Development:
- Fully coded the new website using PHP and WordPress, creating a custom theme designed specifically for Crosstown.
- It is fully responsive, meaning it works and looks great on all screen sizes — phones, tablets, and desktops.
Performance Improvements:
- Reduced the total image size from 31.7MB to 3.2MB, significantly improving page loading times.
- Mobile Speed Index: Improved from 9.2 seconds to 3.5 seconds.
- Desktop Speed Index: Improved from 2.8 seconds to 0.9 seconds.
- The website now uses only one plugin, which boosted both speed and security.
- Replaced old PNG logos with vector format logos, ensuring they look crisp on retina displays.
Result:
The new website now reflects Crosstown’s quality and attention to detail. It loads quickly, performs smoothly on all devices, and helps customers explore products with ease. Crosstown’s online presence now matches the high standards of their bakery — and that helps drive more engagement, better sales, and stronger brand trust.