Magento
Brand and store design led to €150 million in revenue
We created a detailed UX audit and branding workshops, plus conducted architecture workshops with the client to determine the optimal eCommerce platform.
Service
Discovery
Vertical
Home & Decor
Paving the way to international expansion through new branding and efficient eCommerce technology
The company was looking for growth by introducing new brands and addressing international markets. Considering their ambitious growth plans, our client needed to adjust their branding for the new target groups and prepare their IT architecture.
To prepare for the future of digital commerce and ensure that our client is equipped with a modern and scalable solution, we pointed out a few key milestones and principles:
- Develop a roadmap to create a stable and efficient architecture by adopting an incremental, modular approach.
- Plan a step-by-step approach to launch and scale a new shop.
- Secure the future of the digital commerce strategy by developing a modern platform to be flexible in the future and follow a best-of-breed approach.
- Maintain and improve business agility with easily adaptable software to meet growing needs.
The approach to UX
We created a detailed user experience (UX) audit and branding workshops to help the client determine the fundamental values and personality of the newly created brand, values, and market differentiators. The cooperation resulted in a spot-on name for the new brand that’s perfect for scaling in Europe.
Before conducting a UX audit, we wanted to know our client's users. This part of the audit is a cognitive walkthrough where the UX auditor takes on the user's role. To do this well, we wanted to know their motivations, needs, expectations, pain points, and frustrations.
In the scope of the project, there weren't in-depth interviews or other qualitative methods of user research. So we created proto-personas based on information gathered during the workshop with the client, especially the customer service department, and Google Analytics data.
Finding the users' goals
We identified two main types of goals that their users have. Those goals were buying home equipment as a part of a bigger interior design project and buying in an emergency situation caused by the failure of their current equipment. Depending on which goal the user has could lead to different user behavior on the website.
The next step was conducting a UX audit. We checked the website regarding functional errors, and the outcome of the audit was a comprehensive report with recommendations for changes.
A new brand name
The next part of our work was creating a new name for the client brand. First, during internal workshops, we generated a list of brand names and asked participants in the survey about associations with the brand’s industry. Then, we organized the workshop with the client. During the workshop, we discussed:
- How the client and their brand should be perceived on the market.
- What the tone of voice of the brand is.
- Benchmarks of our favorite brands and those we don't want to be like.
We prepared a list of new brand names based on the knowledge gained from the survey and the workshop. Earlier, we checked each of the names in terms of the availability of domains in all European countries.
Based on the project assumptions, such as out-of-the-box multilanguage and multicurrency features, scaling for other brands and markets, and the ability to build a B2B platform within the same instance, we chose Magento 2 as the core eCommerce platform.
Predefined components like connectors with bigger third parties, such as front-end layer, enterprise resource planning (ERP), or eCommerce reduce implementation risks significantly. Regarding scalability, the solution is market-proven global leaders like Carrefour, Bauhaus, or TOUS.
Front-end Layer
We proposed a standard Adobe Commerce (Magento 2) front end based on the LUMA theme. It allows for further customization as the project grows.
CMS
Adobe Commerce (Magento 2) standard content management system (CMS) module for MVP with the option for replacement soon by a headless standard like Prismic or Storyblok.
eCommerce
Adobe Commerce (Magento 2) Open Source as the most flexible base ready to support multi-dimensional growth.
PIM
All product information management (PIM) elements stay on the legacy solution side. They’re to be replaced shortly by an industry standard like Akeneo or similar.
OMS (optional)
In this example, all order management system (OMS) elements remain on the legacy solution side.
