About the project
TerMinСin is an online store termincin.ua, and a large network of offline stores with a wide range of products for the whole family: clothing, footwear, toys, haberdashery, leisure goods, etc.
Task:
Migration of an online store from the Horoshop platform to Laravel.
Creation of a unified omnichannel platform that combines online and offline customer experiences, provides convenient interaction with the brand, and allows flexible management of promotions, loyalty, and content.
Redesign and migration plan from Horoshop to Laravel:
- Conducting a UX audit of the current website and analyzing the competitors.
- Development of intuitive and easy navigation, taking into account the needs of the target audience.
- Focus on usability for mobile users — a mobile-first approach.
- Creation of UX design based on insights and user behavior scenarios.
- Launch of a flexible reward system that ensured the omnichannel nature of the platform.
- Development of a UI guide to unify the interface style.
Engaging homepage
Added category blocks, emphasized the company's advantages, placed key sections on the first screen to encourage users to move further down the funnel.
Portal page for higher engagement
We have also implemented portal pages separately. These are not just categories, but content hubs with promotions, selections, banners, and recommendations tailored to user behavior and expectations in each segment.
For example, the clothing category page differs significantly from the home goods page, both in terms of user behavior and decision-making context.
Filters were optimized: they were fixed in the website header and at the top of the scroll bar for desktop users, and the most popular filters were displayed as tags.
We also simplified the links between sections and emphasized key characteristics (color, size, and availability) to make the selection process as easy as possible.
Product page: maximum information
The product page now features a size chart, model parameters, and information about availability in stores. We added “Buy together” and “Create your look” blocks and displayed purchase bonuses to encourage decision-making.
For emotional engagement, we integrated photos from social media and video reviews, and pinned the “Buy” button so that it is always at hand when scrolling.
Shopping cart for easy buying
We added tips about free shipping, stock availability, and the last size left in the cart. We added the ability to edit items, select individual products for purchase, and cross-sell blocks with relevant accessories, add-ons, etc. The page is adapted for both new and regular customers, with authorization to save purchase history.
Checkout in a flash
The checkout process is split into easy-to-follow steps: product, contact info, shipping, payment, which makes it way simpler for users. Support is available for both new and registered customers, with bonuses, coupons, and current promotions automatically applied without extra steps needed from the user.
We implemented a personal account to combine offline and online activities: access to complete history of actions, bonuses, coupons, etc., as well as registration via Facebook/Google, support for returns, promotions, personal offers — all under one roof.
We added an online fitting room feature to the personal account, where users can add their size chart and family members.
Results that drive progress
In-depth UX audit of the website, along with analysis of competitors, enabled us to create a mobile-first design and migrate the website from Horoshop to a custom Laravel platform without any data loss. We integrated an omnichannel reward system, launched an HR portal, and laid the groundwork for future scaling — a shift to marketplace, live sales, certificates, and flexible integrations.
Within a few weeks after launch, the site regained all of its previous traffic, while sales exceeded previous levels.
Development, migration, and ongoing technical support were provided by our partners at Linecore.
