UX redesign for BRW.pl

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Black Red White Group is an esteemed furniture manufacturer and supplier in Poland, catering to the global demand for furniture and interior accessories for almost three decades. The Capital Group comprises Black Red White S.A. and 18 subsidiaries, 10 of which are foreign.

Their wide range of products is available on almost 60 different markets worldwide, solidifying their reputation as a trusted household company for millions of people across the globe.

Tasks and objectives

At the beginning of 2019, our Client faced several issues on their shopping page. These were identified as the reason for thoroughly redesigning the website (UX).

One of the main problems customers encountered was the lack of customization options during the shopping journey, resulting in a negative website experience.

Many potential customers abandoned their shopping carts due to unclear delivery options and payment instructions.

We began with a thorough analysis and testing phase to address these issues. It allowed us to prepare and visually distribute all the necessary changes effectively.

With this approach, we comprehensively understood the store's strengths and weaknesses, ultimately resulting in a complete redesign of the brw.pl website. The goal was to enhance the online shopping experience and improve customer satisfaction.

We have made several modifications to the Client's online store to meet their business needs:

• Creation of an intuitive interface - preparation of the so-called product feed containing the description and attributes of products. Thanks to this, the end user is able to find everything quickly and comprehensibly.
   
• Improvement of efficiency and speed of loading - a range of work has been undertaken to improve the potential customer's shopping journey. So that users do not have to wait for the page to open, the online shop should load quickly and smoothly. Too long a charge can have a negative impact on the user experience.
   
• Improvement of the purchasing process - providing clear instructions on choosing payment and delivery options (e.g., pick up in one hour).
   
• Improvement of the attractiveness of the product presentation - as the Client is a manufacturer and distributor of furniture and decorative accessories, an attractive and transparent product presentation plays a crucial role in building brand awareness and image. To do so, the visibility of the business offering has been increased by moving it permanently to the main page.
   
• Expansion of product cards – providing the possibility of insight into details (e.g. the colour of fronts, bodies or countertops), assembly instructions, user reviews and related products.
   
• Implementation of UX improvement modules – adding a product to the wishlist, discount modules (discount codes, discounts depending on the number of products in the cart, etc.)
   
• Search engine optimization

Since the changes were made, the store's performance has seen a noticeable improvement. Users have found it easier to use, more responsive and visually appealing.

The improved user experience has led to an increase in sales, resulting in increased traffic and conversions. In addition, these activities have positively impacted the store's SEO, resulting in a higher ranking on search engine results pages.

Benefits for the Client:

• Improved customer journey, making online store easier to navigate
• Improved online store visual quality
• Reduced shopping cart abandonment
• Improved customer experience drives customer loyalty and brand trust