What — Project Scope
The Client’s goal was to build a new distribution channel from scratch for their products on the Internet, significant for this business and with emphasis on strong graphic presentation. We achieved this goal and, moreover, throughout a year of co-operation, we created an e-commerce channel that was highly profitable and the fastest growing in the company. We managed this because we tested proposed solutions on users prior to implementation. With this agile, iterative approach, we developed an e-commerce platform that is tailored for the users. Viners is a place where several well-known quality brands are on sale in the UK: Viners, Sant’ Andrea, George Wilkinson, Oneida.
How — Information Architecture, Wireframes
The Information architecture in this case was a result of choosing solutions for particular users' needs (age group 35+), their cultural habits and functional capabilities. We designed all the paths that a user moves along within the web-service in such a way that the user is always able to search or buy a product. Clickable mockups were used as a base for the developers’ work.
How — Moodboards
Moodboard presentation in the customer's office, for all stakeholders of the project, was the first piece of a visual presentation of ideas which we had discussed with the client a couple of weeks earlier. As always, we went through this stage very carefully – we discover the user, we draw him/her (literally), we hang visual associations and guidelines on walls. Once we have this basis, we create a proposition consisting of two graphic visions, a skeleton of inspiration and visual directions.
How - Graphic Design
Graphic design of an internet shop is based on the idea of maximising simplicity and "invisibility" – nothing can be allowed to bother the customer in the process of buying a product, which in this case is a piece of design in itself. English lace motive, bespoke icons and patterns - all these classic elements crafted precisely to highlight the brand’s heritage.
How — Alternative Graphic Design Versions
After the lead moodboard is chosen, we propose two different graphic designs created by two different designers. The same layout, the same information architecture, the same aim and target group – two different homepage projects with different details, colours – different UX.
How — Development and Implementation
The Magento platform was chosen as the foundation to foster the growth in Viners' direct-to-consumer business. We integrated and developed custom modules in a SCRUM team with dedicated PHP/Magento developers. An interdisciplinary team was busy incrementally building the e-commerce platform, fostering constant feedback from stakeholders and quickly implementing any changes. Front-end development using Magento templates utilised modern interface solutions integrated into the Magento engine.
Working with Magento templates engine requires a different way of configuration and code organisation.
Features for users' comfort
We rebuilt standard Magento front-end solutions and used require.js, AJAX, and a single page, dynamic approach.
The attachment of British customers to tradition, especially in the foodservice and tabletop segment, was reflected in the amount of positive reactions and feedback received. For business, up until that time, the main distribution channel was retail shops, the new online channel therefore created a complementary solution to drive sales. Revenue growth from the new e-commerce platform when compared to an off-the-shelf solution that was in use before, confirmed the level of success of the project.