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dusk was ready to embrace a new eCommerce approach. They asked us to help propel the brand forward through an exciting new digital presence. A new website would deliver a contemporary customer experience and a more powerful and seamless workflow.

  • Digital Strategy
  • User Experience Design
  • Responsive Design
  • Magento eCommerce
  • Custom web applications


Australian Web Awards 2015 eCommerce

mobile phone and ipad showing an example of a dusk individual product page

This was not a task to be taken lightly. Delivering an innovative user experience that was familiar and comfortable to a loyal audience was a huge challenge.


Our strategy took initial inspiration from the unique dusk in-store experience. The aim was always to create a seamlessness between the digital and the physical, encouraging sales growth both online & off.

Bringing this to life would involve changes to dusk’s internal digital workflow to better manage customer engagement and product inventory.


The website’s elegant aesthetic draws on contemporary interior design to tell a compelling product and brand story. This results in a sophisticated online shopping journey free of clutter but supported by curated content.

dusk product page on ipad and mobile devices

A visual merchandising tool allows web admins to add editorial elements on a page-by-page basis. This enables diverse, bespoke promotional content that ensures a consistent customer journey from offline to digital.

The browsing experience was optimised to all device types – whether desktop, tablet, or mobile – to guarantee the customer’s needs were always front and centre.

User Experience

We employed best-practice UI and IA patterns to encourage visitors along the critical path.

From navigation to store locations, site search to catalogue interaction, we eliminated every element that created an unnecessary cognitive burden, leaving a stripped-back but highly focused experience across the board.

UX improvements also extended to dusk’s internal systems. The team now has a flexible, seamless platform for managing products and syncing stock attributes.

dusk various design components


The technical solution would be the key to success. It would be crucial to consolidate a retail management system, a new order fulfilment system, and a revamped loyalty program to serve not only as a digital storefront, but as the lynchpin of the company’s entire digital operation.

dusk development flowchart showing their retail management system, order fulfilment system and revamped loyalty system

Magento was an obvious choice as dusk’s new platform. Its extensive capabilities gave us plenty of leeway to develop bespoke enhancements, including:

• suggested search,
• recommendations based on purchasing history,
• upsell and cross-sell features,
• extensive promotion management,
• visual merchandising options,
• a sophisticated store finder,
• one-page checkout, and
• flexible page layouts.

“After working with several other digital agencies with less than optimal results I approached Humaan to rebuild dusk’s digital eco-system from the ground up. Their skill and expertise in digital design and development is self evident. I knew the finished product would be the envy of our competitors. If you need a slick digital design, Humaan are second to none.

What truly impressed me was their technical expertise, attention to detail and dedication to understanding all of dusk’s business systems which was vital in delivering the final product. Humaan have been completely transparent and honest, for the length of the project and now moving into the support phase, I feel like dusk is their only client. It's a credit to the culture of excellence they’ve created. A true partnership that’s taken dusk’s digital business to the next level.”

Gavin Feilding
Digital Manager, Dusk
dusk homepage overview

A contemporary experience

The new dusk website is an ultra-modern hub for their digital operations. It seamlessly integrates with third-party systems while delivering a stellar user experience to carry the brand forward into a new era.