CASE STUDY

Improved User Experience
with Advanced Product Navigation and Searching

Custom Software Development
Retail

Project Highlights

Scope

  • Improved product navigation and search.
  • Enhanced UX across web and mobile platforms.
  • Stabilised CMS.

Challenges Overcome

Complex, non-standard tech stack.

Seamless integration across multiple platforms.

Comprehensive understanding of 50 microservices.

Business Impact

The project led to significant improvements across key performance areas, enhancing both user experience and operational efficiency. These results reflect the positive impact of optimising systems and workflows.

User Engagement

Conversion Rate

Content Stability

SEO Visibility

Performance

The Client

The client is the central IT service provider for a leading European fast fashion retailer, managing all digital operations and IT services for the company. They are responsible for ensuring seamless e-commerce platforms, supply chain systems, and customer engagement tools.

  • Provides full IT support for the retailer’s operations across numerous European markets.
  • Drives digital innovation to optimise processes along the value chain.
  • Ensures operational efficiency and adaptability in a competitive retail environment.
Clothing Store: Businesswoman Uses Laptop Computer, Talks to Visual Merchandising Specialist, Collaborate To Create Stylish Collection.

The Problem

  • User Engagement: The existing product navigation and search functionalities were underperforming, resulting in a subpar user experience. Users struggled to find relevant products, leading to frustration and decreased engagement, especially within the Product Range Views (PRVs) and Product Detail Pages (PDPs).
  • Personalisation: The lack of effective personalisation in search results and product interactions was limiting the platform’s ability to present users with the most relevant and engaging content. This deficiency resulted in lower conversion rates and reduced customer satisfaction.
  • Content Stability: Frequent issues with the content management system (CMS) led to unreliable content delivery. This instability affected the consistency and quality of information presented to users, impacting the platform’s overall credibility and user trust.
  • Consistent Cross-Platform Experience: The user experience was inconsistent across web and mobile platforms. A unified and seamless interaction was needed to ensure that users had a coherent and enjoyable experience, regardless of the device they were using.

The Solution

Category Navigation Overhaul

The introduction of a new category navigation service was a pivotal enhancement, simplifying the user journey. This service streamlined access to PRVs, making it easier for users to explore product categories and discover new items.

Enhanced Search Functionality

New search services were developed to provide more precise and personalised results. This improvement allowed users to find products more efficiently, with search results tailored to individual preferences and previous interactions.

Stabilised Content Management

By stabilising the Magnolia CMS, the team achieved more reliable content delivery. This effort ensured that product information, images, and descriptions were consistently available, enhancing user trust and satisfaction.

Cross-Platform Consistency

Collaborating closely with the mobile app team, the project ensured that enhancements made to the web platform were mirrored on mobile, providing users with a consistent experience across devices. This integration was critical for maintaining user engagement and satisfaction across all touchpoints.

Team & Technology

Tech Stack Utilised

Backend

  • Kotlin
  • GCP
  • Bigtable

Frontend

  • TypeScript
  • Next.js

Search and Content Management

  • Search Integrations
  • Magnolia CMS

Team Composition

4 backend developers

5 frontend developers

3 mobile developers

The Outcome

Enhanced User Experience

The implementation of the new category navigation system and enhanced search functionalities significantly improved the overall user experience.

Increased Engagement and Conversion

Personalised search results and an intuitive navigation structure have led to higher user engagement.

Improved Content Stability

The stabilisation of the CMS has resolved issues related to inconsistent content delivery.

Unified Cross-Platform Experience

A cohesive and consistent user experience across both web and mobile platforms has been achieved.

Scalability and Future Readiness

The technological and structural enhancements implemented during this project have laid a strong foundation for future growth.

SEO Optimisation and Performance Boost

The inclusion of SEO best practices has improved the visibility of Product Detail Pages (PDPs) on search engines, leading to an increase in organic traffic. Additionally, optimisations in content delivery and navigation have enhanced page load times, contributing to a smoother and faster user experience.

Data-Driven Personalisation

By leveraging user interaction data, the platform can now provide more tailored product recommendations and content, further enhancing user satisfaction and engagement.