Client
It is a premium multi-brand shop that has been on the market since 2000 with over 100 brands currently listed in the portfolio, including Calvin Klein, ASH, Katy Perry, Lacoste, Marc Jacobs, and Nando Muzi. Today our Client has over 100 offline shops and a fully functional online shop with its own delivery service.
Project idea
By that time the Client had already had a mobile app. However, it needed an update — both its code and design were outdated leaving clients reluctant to actually use it.
All in all, the shop needed a new app that would look attractive, emphasize the premium status of the brand, be functional, and offer all the options available to its customers: a loyalty program and their own shoe repair service, to name a few.
Task
To relaunch mobile sales and attract new online customers
The old version of the online shop app wasn’t really popular with users because of its outdated design and poor choice of features available. What the client needed was an app powerful enough to increase conversion and take customers through the user flow and down to checkout, thus, boosting company profits.
What we did
We designed an app in accordance with the brand guidelines in place for the Client, making it light, minimalistic, and functional.
It has all the elements a modern fashion shop might need: stories showing selections of items, a 360-degree view of an item, and customer reviews with photos. In addition to that, the app puts together personal suggestions with items selected specifically for a customer.
All the extra services the shop offers are available on a single screen of the app. Customers can use their loyalty card, track the status of an item they brought back for repairs, and learn about recycling options. The app is also integrated with the loyalty program so that users can get a discount in an offline shop with the code specified in their user account.
Solutions
Native apps for two platforms
The online shop sells a wide range of items — anything from affordable to premium brands. Consequently, its target audience is diverse as well. In order to cover all of the segments, we’ve created two native apps: one on Swift for iOS and another on Kotlin for Android. The primary focus was on the more expensive segment — first of all, the UX prototype we put together had to look good on iPhones.
A sharp focus on styling
We came up with the UI design that perfectly matched the brand identity — a stylish and modern shop selling exquisite footwear — complete with trendy finishing touches — light colors, minimalism, and buttons in the vibrant brand color.
Banners also became a crucial part of the user experience. With the look of a fashion magazine page, they are tailor-made for the mobile app. Making these banners is a job completely separate from everything else a content manager does, with a guide of its own that we’ve created and handed over to the Client’s team.
The banners have to be created specifically for the mobile app: if you simply take banners from the website, they wouldn’t read properly
Fashion nuances
We’ve complemented the app with all the elements that make it stylish:
Stories and selections of items. Stories are where users get inspiration, compete and get useful content. The selections put together by the stylists help shorten the customer journey on the way from signing in to checkout.
Stories. Useful content on mindful consumption, taking care of footwear, new collections, and matching items increases user engagement.
Detailed photos, video, and a 360-degree view. Details are key when you’re shopping for shoes. That’s why we added some tools to show all items in the best light and address all possible customer concerns. The tools are panoramic views, photos, and videos of items worn on a model.
The app lets users look at items from every angle possible to examine them as thoroughly as they would in an offline shop.
Reviews with photos. Honest and detailed reviews reinforce the image of a reliable brand and brand loyalty, thus, boosting conversion and sales volumes.
Suggestions
In the online shop customers can get personal suggestions in a form of selected looks they might like, driving growth in total revenue and revenue per user. In order to implement this feature, we integrated the app with an API of a Retail Rocket platform.
Well-designed search options
We provided users with all possible search options — through the catalog, by a photo, and in the ‘you might also like’ section of a flypage. The app also has a ‘search by a barcode’ option — whenever there’s no suitable size in stock in an offline store, users can quickly check if it’s available offline or in another shop.
Easy checkout
We’ve made the customer journey from choosing an item to checkout as short as possible. Namely, it takes as few as 6 taps to place an order for pickup.
All in one app
The user profile contains all the necessary data: digital loyalty card, updated bonus points, a map with all shops and their opening hours — users can plot a route to the nearest offline shop right in their app. And it’s in the profile that you also have all info on shoe repair requests sent to the shop.
Growth opportunities
Our Client needed the mobile app to become one of the key sales channels. In order to do so, marketing data needed to be handled efficiently, that’s why we integrated a special app with metrica and Firebase. As a result, the client got detailed reports covering finance and advertising channels as well as comprehensive data on each user acquired.
Results
The client saw:
- Growth in retention rate. Customers install the new app, keep it on their phones for a long time and come back to it regularly.
- Growth in conversion. All features in the app are designed to effectively lead its users to checkout.
