Client
The Snow Queen is a Russian chain of multi-brand fashion stores, a leader in the trade and production of leather and fur outerwear.
What task did the client face
The tasks set by the Snow Queen for its contractor were not fulfilled, as a result of which another sale (Black Friday) showed unsatisfactory results, as orders received from customers were not processed.
2019-2020
Website redesign
Our design team has audited and redesigned the entire site. It was decided to add personalized content to the home page, update the site navigation and make a different banner structure so that the content became as diverse as possible and each visitor could find something suitable for themselves.
The site search, which was fixed and located to the right of the main content, was inconvenient. Currently, the “Search”, “My Account”, “Favorites” and “Cart” items are located in the header, which is a more familiar place for users.
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Catalogue
The previous design of the catalog page contained a lot of unnecessary details, such as product labels showing product statuses: “Discount”, “New Arrival”, as well as the expiration dates of the product promotion.
The description on the product card contained unsolicited information, for example, about the product designer. The “Buy” button had a low clickability rate, and its impact on conversions was completely non-existent.
Now the filters on the catalog page are noticeably more compact and are located in a more user-friendly place — above the product cards, and product categories are located to the left of them.
The promotion and discount labels have been removed to place more emphasis on the product itself. The product card description now contains only the most necessary things for the buyer: name, price and article number. The “Buy” button has been removed — the size range and the icon for adding to “Favorites” have appeared in its place.
Product card
Previously, the first view of the product card was interrupted more than 15% of the time. The previous version of the card, like the catalog page, was filled with overwhelming information. Now all product features are hidden in the drop-down list. The design of photos in the form of a carousel is outdated; it was necessary to offer the user an alternative way to view the product. As a result, it was decided to make miniatures of all the photos and increase the focus on the product itself.
MAGENTO update
The previous version of the site needed to be updated. A large number of modules have changed, some modules have disappeared altogether and have been replaced with new ones. The Magento core and database architecture have changed significantly. It was necessary to update the site globally.
Switching to PWA
In parallel with the Magento version update, it was decided to separate the backend and frontend parts of the project. The introduction of PWA to the project gave new development opportunities, and all changes to the site began to be faster and safer. The speed of the site has improved. A lot of work has been done on website SEO optimization and analytics.
Launching a multi-basket
The “basket” has been completely redesigned. In its old version, customers could place only one item per order, as it used to be difficult to combine items from different warehouses. Users can now purchase up to five items per order.
Once in the “Cart”, each item is checked for stock availability. At the same time, the “Cart” itself has begun to rely on a logical chain: if goods are in different warehouses, it is immediately determined which of them can be put in one “Cart” and which cannot.
Reserving goods
The product reservation scheme for users has been redesigned and simplified. Previously, the reservation process was complicated; registration was a checkout process. Now the user can reserve the item he likes directly on the product card, he only needs to choose the size and the store where he will pick up the item.
Importing leftovers
Previously, information about balances was received by a file once a day, which was updated in the database. We have developed a new import of microservices residues that accept json from a third-party system, process them and write this data to the database. This helped speed up the process of processing the import of balances; all incoming data on changes in balances are queued for processing, which helps to avoid losing information in case of unforeseen circumstances.
Integration with the BPM system
It was decided to abandon OMS systems and switch to BPM. Now, after placing an order, data is sent to the BPM system, which stores information about users and orders. After processing the BPM system, the data is sent to 1C UT, where the balances are finally processed and statuses are assigned to the goods. Next, product statuses are displayed in BPM. (storing data in one place).
2017-2018
Website optimization
- Optimizing the import of balances has helped increase the speed and frequency of their updates.
- Also, as part of the site optimization, the following was done: scaling the server's work to distribute the load on the site across different servers.
- Connecting a multistock to Magento 2;
- PIM integration.
- The introduction of the WebP format to reduce the weight of images without losing quality (lossless).
Integration with the PIM system
The integration of the PIM system with Magento 2 allowed the client to change the products and content of the site. It's now easier to create, edit, and share high-quality product information, including marketing information, technical descriptions, photos, and more.
Integration of delivery and payment modules
Integration with OMS and ATOL. For online payment, the project was transferred from ChronoPay to Sberbank.Online and Alfa Bank. DaData connection to automatically validate user data. Integration of the SPSR delivery service module for order tracking.
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Technical debt management
The introduction of ApminVest made it possible to regularly monitor indicators, helped improve the quality of the site's performance and reduce the number of errors.
Mobile app design
The design concept was based on simplicity and minimalism for the integrity of the perception of the picture. Clear lines and monochrome were used, and the correct placement of color accents were used — all in accordance with current trends in positioning premium products. The design and API for the mobile application have been developed.
Results for 2017—2018
In just a month of urgently solving the accumulated problems, the site began to break weekly records in terms of the number of pages viewed and the number of orders per day!
+39.9% increase in conversions
+67.6% increase in the number of purchases
+57.8% increase in profits
+3% increase in the average check
About our work
“After several years of joint and fruitful work, I would like to thank my colleagues from kt.team. Together we have come a long way, solved thousands of problems, survived 3 Black Fridays, developed and successfully launched several major projects with an estimate of more than 2,000 man-hours. Both I and the company's management are happy with the joint work. I believe in further fruitful cooperation. I wish kt.team prosperity and professional growth to all the guys from kt.team.”
Roman Radovich, Head of Internet Projects at “The Snow Queen”
“Before kt.team, there was another contractor — a major well-known integrator, and every change was expensive and painful. We thought about giving up Magento altogether! kt.team took on a huge amount of work. Great team!”
Sergey Gorbunov, Sales Director of the Snow Queen chain
