Fashion
E-commerce UX/UI Design
The client’s internal team has been working on re-platforming the site to their proprietary e-commerce system. The implementation of a new shop engine was a good opportunity to rework the visual layer as well.
mohi.to team was invited to participate in the project after the success of our previous collaborative project – the Answear app. Our task was to develop a new shopping path for customers from the functional and aesthetic side (new look&feel of the service).
Will the implementation of the new version of the website not have a negative impact on the business metrics? We think this is the main challenge in the context of a UX/UI design for a thriving e-commerce site.
We reduced the risks associated with introducing a new front-end layer of the website by implementing the right approach in the design process.
We started the work from the user purchase path. We have worked on two versions of the website. In the first one, we have introduced modifications in the usable/functional layer of the service in order to increase the conversion rate. In the second version, we have added aesthetic changes – new UI elements (colours, typography, buttons, notifications, etc.).
The changes were implemented on the site gradually. The client’s team checked the effect of the modifications to the main e-commerce indicators. This allowed us to make informed decisions based on data.
An important element of the project was to develop a library of components and rules (style guide) so that the teams working on the site (development, content editors) could maintain visual consistency in the project.
The whole project was spread over time. Changes were introduced and tested successively on markets in Bulgaria, Slovakia, Hungary, Romania, the Czech Republic and Ukraine. The last market to receive the new service was Poland.
In the meantime, Answear.com underwent a facelift and we updated the site with the brand’s new visual language.
Several noteworthy solutions have been developed within the service.
To avoid visual chaos and inconsistency, we developed a set of modules that allow the team to build individual pages (e.g. the home page, landing pages for promotional campaigns, etc.).
Understanding what users expect from a search engine is crucial for e-commerce. For some website visitors, it is the main way of finding interesting products, categories, brands. An interesting addition on Answear.com is the possibility of image search.
More than 400 brands and around 100,000 products in the assortment – easy browsing through such a large number of products requires effective filters tailored to the product category.
Answear.com closed the last quarter of the year 2021 with another sales record. The spectacular success of the brand is of course due to many different factors: new communication strategy, marketing actions, SEO activities, extended offer, technological solutions – speed and reliability of the website. We are glad that we could add our contribution to this success in the form of increased conversion rate and higher average basket value.
A conscious approach to design is to test the effectiveness of the changes made – comparing the effectiveness of different solutions. Further works on the service are conducted continuously. We support Answear.com team with current graphic service, as well as with work on further optimisation of individual functionalities.
