Yestersen - redesign of a dynamically growing furniture marketplace

How to maintain conversion with twice the traffic on the site, three months after implementation? How to reduce the number of requests to client service? Check out how we got there!

1.3k

working hours

increased traffic and maintained conversions

months

Market:

Poland

Industry:

Marketplace

Produkt:

Digital Produkt

About the project

The Yestersen brand is a platform with an original selection of furniture and accessories from leading interior brands, vintage stores and antique shops on the Polish market. Our team carried out the first since the beginning of the brand redesign of the website in order to improve the purchasing paths and processes related to the development of the platform.

Maintaining conversions with increased website traffic

The smoothed purchasing path allowed to maintain conversions with increased purchase demand.

Reducing Client Service Queries

Ułożenie architektury informacji, tak, aby klienci nie mieli problemu ze znalezieniem najważniejszych informacji o danym produkcie.

Range

In-depth interviews
UX & UI
Sistema de diseño
Categorization

Subscription model

Duration: 15 months

Design challenge

Creation of a website that will be accessible and understandable to provide patients with the information they need, thereby minimizing the number of inquiries addressed to medical personnel. The website is also intended to support eCommerce, so we wanted its users to be able to independently find information about whether a given service can be performed and ultimately be able to order it online in the future.

Disrupted hierarchy of information caused a large number of product queries to be directed to client service
The photo gallery required a large number of clicks and increased the time spent by the user on the page
The extensive product description made it difficult to access relevant product information or did not contain it at all
Layout not adapted to the version of the mobile applicationNot standing out or difficult to access CTA

Design challenge

Redesign the customer's purchase path and address their negative feedback.
Arranging the information architecture so that it supports the user in making the right and quick purchase decision.
Improve the customer's shopping experience, so that they can easily find relevant information about products, delivery and payments, as well as have a pleasant time when visiting the online store.

After the implementation of the new product page and listing, the number of questions from customers about the characteristics of the product, such as price, availability, color variants or finishes, dimensions and scale, decreased significantly.

Alan Ahmad

Head of Customer Service in Yestersen

Exploring with users

In order to start the design, we conducted exploratory research with users, during which we presented two different product card concepts and conducted a “buy a feature” exercise.

Designing

‍

The design was divided into phases:

Product card design, listing, navigation, filtering  and sorting.
Design of the basket and the check out path.
Categorization.
Design system.

Exploration

At this stage, we held a series of workshops with the client

Learn about the cake making process and the habits and expectations of users to understand how the Ptiszu app can support them in developing their confectionery aspirations. 
preference test of two product card design concepts
'buy a feature' of information architecture elements
usability testing of the purchase path with customers
analysis of A/B tests and analytical tools such as GA or HJ
Treejack product categorization tests

Design workshops

During the workshop, our goal was to understand the perspective of patients — their problems and expectations and what solutions on the website can support them in the process of using it and how to better sell their services to them.

1. Photos inspire you to buy

Users want to be inspired to buy a piece of furniture. They responded very well to the design, which had an open gallery of photos presenting the object in the context of a given interior and scale.

2. Customers are looking for practical information

Users need practical information such as the dimensions of the product, the type of fabric used in it or the type of wood. The lack of this information raises in them the fear that the product may actually turn out to be different from what they expected.

3. In the purchasing process, the price is the most important

Study of the usability of the purchase path

We conducted usability tests of cart and checkout using mobile and desktop prototypes. We interviewed 8 customers of the store. The entire research process took 3 weeks.

1. Users expect clear information about delivery time and cost

Users want to be inspired to buy a piece of furniture. They responded very well to the design, which had an open gallery of photos presenting the object in the context of a given interior and scale.

2. In the purchasing process, the price is the most important

Customers will buy what is available to them, so it is important to clearly show the components of the price - the price of the product itself, the price after the promotion and the difference between these prices, as well as the delivery costs and the possibility of using a discount code.

Exploring the New Categorization

As part of the construction of the new menu structure, we conducted a quantitative study of Treejack. We tested 3 versions: the current one + two new ones. The entire Treejack research process (design, SEO consultation, data collection and analysis) took 5 weeks.

1. Photos inspire you to buy

Users want to be inspired to buy a piece of furniture. They responded very well to the design, which had an open gallery of photos presenting the object in the context of a given interior and scale.