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.




Discovery phase

Product design



Home & Decor


Why were we asked to help?

Square #1-3

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.


How did we
tackle the UX?

Redesigning the website and preparing new brand implementation.


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.


How did we tackle the tech?

Meeting technical recommendations with a UX approach.

Square #3-3

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.

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.

Adobe Commerce (Magento 2) Open Source as the most flexible base ready to support multi-dimensional growth.

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.

Prior to the rollout, the client’s system was a monolith, combining PIM, ERP, CMS, eCommerce, and OMS capabilities. Our solution was a migration based on a strangler pattern. We planned to transition to a more distributed architecture, area by area, starting from the eCommerce engine.
With a single Magento 2 implementation, we solved two issues: we opened the platform to a new market and set the foundations for the target system architecture.


What did we achieve?

Complete digital transformation proposal

We designed a strong and coherent proposal for the international rollout of a new brand. It included a new brand idea, a set of UX recommendations, and a blueprint for a scalable eCommerce architecture customized for the client's needs.

It was a complete roadmap to enter new markets based on our experience with previous clients. For example, our similar Magento implementation for TIM saw the client generate over €150 million in revenue from just the online funnel. 
TIM case study

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