The customer base of Intershop spans all ages and backgrounds. A while ago they started to see strong increase in smartphone traffic and tasked us with rewriting the complex website code to increase loading speeds, and also extend the current design to support smaller screen sizes. The response has been so overwhelmingly positive that now, with over half of all visitors using mobile devices, Intershop hired us to completely redesign the experience for both shoppers and staff.
We studied the competition and the general trends in the e-commerce space and took note of proven practices that would help us achieve the project's goals. Armed with this thorough list we got to work on some rough sketches to allow us to quickly assess different approaches and settle on what would later become the clickable demo. It's a dummy product that real customers got to try, surfacing usability problems early in the process, and bringing us to the point of real implementation. Incorporating modern technology and best practices, the new Intershop store loads quickly, features contemporary design language that makes the products the main point, and facilitates a smooth shopping experience.
The staff at Intershop have laid out a set of challenges that consistently come up when processing orders. Together with them and the owners we designed a process that rectifies these issues and also works better for the logistics department taking care of deliveries. Since every mistake meant the store loses time and money, we worked to minimise potential points of error as much as possible and automate common repetitive tasks.
After launching the new store we entered an iterative refinement phase - analysing how people use it, continuously ironing out quirks and taking opportunities to make the shopping experience better that weren't apparent before going live for all customers.
The new design made a lot of the tasks faster and easier for both shoppers and employees. Placing an order goes more smoothly and has fewer friction points. Staff have the right tools at their disposal for when they need to fix a problem with an order, so they lose less time troubleshooting with customers, allowing them to focus on moving orders through the pipeline.