TL;DR
Celestino.gr is a leading local online and offline retailer. To improve the user experience, we formed a UX team to understand user needs, redesign the website, and implement Agile methods and a design system. As a result, conversion rates increased from 1.5% to 2.5%.
Celestino.gr is one of the biggest local online and offline retailers in Greece and Cyprus, with over 40 stores. Despite its success, Celestino.gr's UX maturity was at stage 2, meaning that UX work was rare, inconsistent, and lacked proper prioritization.
To address this, a team of four was formed under the e-commerce director, consisting of a web developer, a performance marketing specialist, a data scientist, and me as a senior UX designer and team lead.
Our first task was to understand Celestino.gr's users and their needs. We analyzed data and analytics, conducted surveys and interviews, and found that there was a major difference between what the e-commerce and marketing teams thought of the customer and who upper management thought we were selling to. This was creating problems in the way the company designed and implemented features.
We also found that the majority of Celestino.gr's users did not have a clear view of the buyer's journey or hit brick walls when coming from certain channels. This meant that they were not able to browse the collections and only saw a handful of products.
We shared our findings with stakeholders and upper management, which led to a change of perspective. We introduced Agile methods for feature integration and created a design system to future-proof the design and implementation process.
Our team was responsible for investigating all aspects of the website to create a seamless experience for the buyer. We redesigned the website from the ground up, including the search engine, checkout experience, and tablet/small desktop mode. We also implemented a size calculator for clothing and created feedback loops to collect user feedback.
As a result of our work, Celestino.gr saw an increase in conversion rates from 1.5% to 2.5%.
Here are some specific examples of the UX improvements we implemented:
- Improved product discovery: We redesigned the search engine to make it easier for users to find the products they're looking for. We also added category pages with clear navigation and filtering options.
- Streamlined checkout process: We streamlined the checkout process to reduce the number of steps required to complete a purchase. We also made it easier for users to save their shipping and billing information for future purchases.
- Responsive design: We redesigned the website to be responsive, so that it looks and functions great on all devices, including smartphones, tablets, and laptops.
- Accessibility: We made the website more accessible to users with disabilities by following best practices for web accessibility.
We also worked closely with the e-commerce and marketing teams to ensure that our UX improvements were aligned with their business goals.
We are proud of the work we did to improve the UX of Celestino.gr. Our changes have made the website easier to use and more enjoyable for customers, which has led to a significant increase in conversion rates.
Notable project: Algolia Implementation (presentation)
