About project

  • official distributor of over 200 worldwide brands in Ukraine
  • 38 boutiques of the luxury segment and online store
  • on the market for over 20 years
  • working with such flagship brands as Fendi, Dolce 
& Gabbana, Gucci, Stefano Ricci, David Koma, Brunello Cucinelli, Balmain, Philosophy di Lorenzo Serafini, Peserico, among others
+76% CR
increase conversion after redesign
The main problem
The offline and online sales processes have been significantly different. At the brick-and-mortar store, everything has been very well-organized, perfectly balanced, and status-oriented, but at the online store, this has not been the case.
The objective
To develop a design for an online store of luxury products. The site should be simple and user-friendly, but at the same time, appeal to high-end customers.

Before redesign

RSR approach

After collecting information and analyzing analytics data, we proceeded to redesign the interface of the Symbol online store using the RSR (Revolutionary Site Redesign) approach. Our primary concern when redesigning the interface was to focus on minimalism, simplicity, and functionality.

Development of a user-friendly interface for selling exclusive products

Personalized approach
To provide a more personalized offer, we divided the visitors after their first visit of the homepage according to the following key parameters: women, men, and children's category.
Offline and online as a unified system
To make customers feel like they’re shopping in a physical store, we made the site layout and the background of the cards with the products of the same color.
Unique entry points

We implemented innovative blocks on the homepage as additional entry points, i.e. Look of the Day and Symbol Podium.

Navigation
We structured a block with navigation and prioritized categories according to the analytics data. We expanded the list of entry points by adding tags with brands and popular titles for the quick-search feature and shifting them to different categories.
Focus on products

The panel with filters and sorting was transferred to the horizontal menu. This allowed us to increase the preview of the product cards and place the main focus on the products of interest.

Result

After the release, we faced a large number of factors that influenced the before-and-after results measurement. Still, a significant increase in the conversion rate was recorded both in seasonal and non-seasonal periods. For example, when comparing the organic traffic in the off-season period, the growth of the conversion rate was 76.34%.

+76% CR
increase conversion after redesign

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