On the new site, the buyer should feel at home,” the customer told us. And we thought
– houses, like their inhabitants, are different. For a house to be comfortable, it must
correspond to the resident. Who will live on petrovich.ru ?
But the project started earlier
It began with the fact that the construction trading house “Petrovich” decided to
expand its geography back in 2016. The influential and successful regional retailer planned to enter the federal level and compete with such monsters as LeroyMerlin
and OBI. It is clear that it is impossible to achieve this with an inconvenient online
store, because online has long declared itself the main sales channel. The main trend
in the DIY market back then in 2016-2018 was the explosive growth of online sales –
they accounted for at least 6.5% of the turnover of the largest market players.
Problem: Need to do it well
“The main goal was to make the site more convenient. The visual part also needed to
be updated, but first of all it was necessary to change the routes, make adding to the cart more convenient, draw more convenient product cards and bring everything in
general to a more modern look,” – Alexey Artyushin, UX designer at
Wunderman Thompson Moscow .
Solution: it should be convenient for the
foreman here
Having thought over the task, we decided to start with drawing up a portrait of the
buyer. And here we were greatly helped by the general director of STD “Petrovich”
Evgeny Movchan, who, by the way, personally supervised the entire course of the
project.
“Focus on the foremen,” the CEO
of Petrovich told us. According to him, the core of
the target audience is people who are professionally versed in repairs and products
for them
Implementation: Finding a common language
How to make sure that the target audience understands that the site is created for
them? Of course, conduct testing. We conducted research, gathered user focus
groups, launched UX testing and a detailed audit of the existing site .
Based on the tests, we developed cashapp database prototypes and user scenarios for 20 main pages –
for desktops and tablets.
“We tried to get closer to the consumer’s
perception even in small details. For whatsapp material example, in the design of descriptions and icons,
we moved away from “cuteness” and made them closer to the markings, descriptions
– Alexey Kukhta, art director of Wunderman
Thompson Moscow.
The CEO of Petrovich participated twd directory with us in all stages of the project. He came to our office, monitored the research, helped us understand the terms, discussed
visualization, presentation, layout, etc. with the art director.