An ecommerce experience built for the digital-first consumer
Industry
Consumer electronics
Category
Experience Strategy
Technology
SAP Spartacus
The recent disruption by the global pandemic drove a rapid shift of consumption patterns to digital solutions and brands have been adapting to meet the changing customer priorities. A leading electronics company felt it imperative to meet customers directly on their own digital channel, gaining more control over the brand and the buying experience instead of relying on partner touch points. The direct-to-consumer model aimed to tap the growth potential in building lasting customer relationships, differentiating through a signature commerce experience. Moonraft, a UST Company, partnered with them to design and develop an immersive shopping experience for the brand's evolving consumer base.
Introducing the online store through tailored discovery paths
Our understanding of consumer priorities was fundamental in designing personalized journeys for customers with information-first and buying-first preferences. Delving into a transactional space from a previously browsing-only site implied having to let customers know about buying options. We focused on providing the right amount of information for different customer journeys that help users to identify their respective key-value drivers and lead them to direct onsite purchases.
Key Highlights
Immersive product discovery
Engaging discovery process with preference-based product information that helps customers find products unlikely to have otherwise purchased
Simplified menus
Cutting through the complexity in navigation by streamlining categories and reducing redundant pages to help users reach their destination faster with minimal effort
Relevant search
Search results that give users specific SKU level information leading them directly to product pages facilitating faster decision making
Driving agility with Spartacus storefront
Customers facing broken experiences while checking out often resort to cart abandonment, leaving with a negative brand interaction. We wanted to ensure a seamless buying experience with faster loading times. We could rapidly build the front-end commerce leveraging the headless Spartacus framework allowing us to quickly create a smooth and high-performing shopping site. Also, multiple 3rd-party API-based integrations enhanced user flexibility and convenience with adequate payment modes and shipping methods, choice of value-added services, and alternate places to buy the same product if not in stock.
Giving users control of their shopping experience
Users find friction in their navigation when they have to search and scroll through pages to understand the totality of a product while identifying information of value to them. With a reduced number of categories and pages, users can find exactly what they are looking for without facing noise-driven cognitive overload that often leads to site drop-offs. The redesigned information architecture and product detail pages made it easier to find decision-making points about a product at first glance while having the choice of discovering in-depth elements through below-the-fold content. Our design ethos has been to understand and preserve consumer choices meeting them wherever they are on their shopping journey.
Rewarding customer loyalty
Designing a well-defined and transparent rewards program that provides users exclusive access to relevant offers and discounts. Our focus was on ensuring simplicity in communicating the nuances of the points system and making the redemption processes quick and easy with a loyalty experience that appeals to customers to keep coming back and advocate buying directly from the online store.
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