Relaunch of the SYNERGETIC online store

rabiarahi

SYNERGETIC  is a Russian brand of eco-friendly household cleaning and personal hygiene products: from washing powders to toothpastes.

Sells 10,000,000 products monthly in stores throughout Russia.

Problems and tasks of business
The website was developed when the company was launched. The design was outdated, there were problems with scaling, the website was not a full-fledged channel for online sales. The website did not have a personal account, and the customer base was collected from different sources. Building modern marketing with an emphasis on personalization within such a foundation is a very difficult task.

The outdated design and architecture hindered social media marketing service the implementation of new functionality. Each feature was implemented slowly, hard, and it was necessary to think many times whether some established process would be disrupted.

Little attention was paid to the audience, usability and the user path. We decided to update the website and make it a convenient platform for sales.

Problems of the SYNERGETIC online store:
outdated design;
lack of consistency and a unified visual language;
lack of a single customer database;
lack of a personal account and loyalty program;
difficulties in scaling the product.

Business objectives:
make the design of the online store modern and user-friendly;
simplify the user's journey;
design a loyalty program;
create a convenient personal account taking into account trends and user needs;
create a single client base;
get rid of "crutches" and problems with scaling;
increase viewing depth and interaction time with branded content.
"To make a convenient and modern e-commerce — that's what we needed. To remove everything that annoys users. To give users a normal customer experience, to simplify their path and save time on placing an order and searching for products, to get their contacts to stimulate repeat sales. We wanted to make the site clear and convenient, both for desktops and for mobile devices."

Roman Kagan Head of digital SYNERGETIC

Completed the user journey
If you want to understand your target audience, talk to them or become them yourself.
We took into account the feedback from the brand's clients, and then went through the user journey ourselves and ordered the "ECO-CLEANING" home cleaning set. The guys from our team had used SYNERGETIC products before, but had not used the website.
They encountered approximately the same problems as other users:
outdated and not very user-friendly website;
it is impossible to manage orders, there is no history of them;
you can’t repeat the order, and you don’t want to search for the products again every time;
It is not clear why it is necessary to buy goods from the official website.
It turned out to be easier to buy a set on marketplaces, where there is an order history, discounts, a loyalty program, convenient repeats and the ability to save the product in your favorites.

Studied references
When developing the concept, we focused on a minimal CJM with an order, registration and authorization in 1 click. We studied references and mechanics of  M.Video orders  and subscription functionality from Danone.

We were inspired by references from mono-brand stores of different themes.

Werby Parker  - the website of the eyewear brand caught my attention with its airiness and pastel color scheme.

The Sokolov brand jewelry website   is easy to use, with photographs and a format for presenting categories.

Apple  focuses  on product aesthetics, live photos, minimalist style.

The online cosmetics store  Mowellens  has soft, atmospheric color fills with accents on products, natural elements.

Before starting work on prototypes and interfaces, we put together a mood board based on best practices and solutions.

Concept and design of the main
When working on the design, the main focus was on simple onboarding, aesthetically pleasing product images, airiness, and a subtle color scheme.

Synergetic_main.png
The design has become lighter and the communication more friendly. The focus of the first screen is banners and positioning. We conveyed advantageous offers and told about the eco-friendliness of the brand.

Visually divided product categories. Natively implemented positioning and values ​​in different blocks of the page.
Carousel of stocks
In order not to cognitively burden users with a large number of banners, we made a carousel with the ability to scroll by clicking. If you scroll automatically, then clients often miss information or get irritated by the inappropriate speed of changing banners.