- 20+ years of holding the leading position in the market
- 430 000 online visits monthly
- 2020 RAU Awards and 2019 RDB Awards winner in the nomination "Retailer of the Year in the Children's Products Segment"
- 2018 Retail Awards winner in the nomination "Chain of Children's Products Stores"
- 2017 Ukrainian People Award winner in the nomination "Children's Products Store"
Redesign using the RSR approach
Turum-burum created the previous interface for Antoshka online store back in 2013.
The below-listed factors indicated that this time the RSR strategy should have been chosen, i.e. a new interface had to be created:
- Business scaling
- Increased percentage of mobile users
- Change of the design concept
- Technology change
- New user behavior patterns
Changes in the interface
- Product photo;
- Decision-making block: price, catchy “BUY” button and secondary calls, such as “print the product card”, “share item via email”;
- Delivery and payment options.
Before redesign
After redesign
- designed the cart in two formats: as a separate page and as a pop-up;
- introduced “Favorites” and “You also viewed” tabs, from where the user could add a product to the cart with just one click;
- taking into account the modern user behavior patterns, added the option of sharing the shopping cart.
- structured information in the order form and split it into semantic blocks by making visual accents;
- reduced the number of steps in the order placement process, making it possible to skip the movement to the shopping cart;
- added prompts and autofill in every field.
Interesting features
Now the users can add data about their children to their personal accounts and thus get more relevant and personalized product lists.
A special button on the homepage helps the user promptly find out all the information about his/her order without moving to “My account”.
Redesign result
Conversion rate of Antoshka online store increased by 36%.
We successfully developed a website that not only meets the current needs of the business but also has the potential for scaling and further development.
You can download the full PDF version of the case here: “The case of Antoshka: How can conversion be boosted by 36% through adapting the interface to support various user needs”
