Customer experience for a modern online store

The initial situation

In summer 2021, Zubi decided on a new brand identity. Naturally, the store also needed to shine in the new colors. The developers also took this opportunity to put the front end on a fresh technical footing.

The new brand identity specified the colors, fonts and message to be conveyed. However, the detailed digital interaction design was still completely undeveloped. There was only a kind of design mood as to which direction the whole thing could take.

The procedure

Thanks to our references in user experience, we were able to let off steam with the design of the new store. Analytics data, click heat maps and Zubi's knowledge of her customers gave us important clues as to what we should focus on.

In a workshop, we worked out which concepts and ideas should and should not be adopted from the existing store, competitors or role models. This resulted in a set of five Yays, Nays and Principles, which our interaction designers were able to use as a guide.

The result

An interactive click prototype (in Figma) for the most important things such as the homepage, the category overview, the product detail page and a few more. In addition, a pattern library that the developers could use as a guide for pages without a detailed design. Ongoing further development and elaboration of details together with the engineering team during implementation.

The architecture question

Since March 2021, we have been supporting the Zubi Online Shop developer team with regular mentoring meetings. This enabled us to provide important tips on software architecture with React and Golang even before the project started. During the implementation of the new store, we continued to meet every two weeks to discuss questions about technical details and weigh up different solution ideas.