Yarn and crafts online store redesign and development
Built a fast, user-friendly online store that strengthened the brand’s digital presence and boosted conversions
ECommerce, handmade
Russia
2021
430 hours
Development time
1 PM, 1 Design, 2 Frontend, 1 Backend, 1 QA
Team
Successfully launched
Project status
About the client
WoolBerries is an online retailer specializing in yarn and craft supplies. The brand’s audience includes both individual crafters and wholesale buyers. WoolBerries decided to strengthen the online presence and scale the business with a modern, full-featured website with future plans to grow into an educational hub for handmade artisans.
Task
- Develop and launch an intuitive online store with clear navigation.
- Create an appealing design that reflects current web trends.
- Build an efficient system for product search, filtering, and catalog display.
- Integrate major product promotion services (e.g. Google Merchant Center) to boost visibility and reach new customers.
Development timeline
Prepared a project plan with the store’s architecture, all the necessary integrations, and key user flows.
Developed a visual concept with a modular, block-based design for the client to update content easily.
Constructed the website and developed custom features: a product comparison tool, advanced filtering, and a wishlist function.
Integrated the store with key product promotion services, including Google Merchant Center.
Tested the site paying special attention to the stability of integrations and important user scenarios like checkout process and catalog filtering.
Delivered the robust platform for the client’s continued growth.
Implemented features
User experience
Header menu
Clear, multi-level navigation
Implemented an intuitive main menu with a top bar for company information, a middle bar for contacts and user actions (cart, wishlist), and a primary menu for browsing the full product catalog.
Сatalog page with filter
Convenient filtering
Engineered a multi-attribute filter that enabled customers to find their ideal yarn in seconds, dramatically reducing search time and cart abandonment.
The site owner or administrator can edit the filter from the admin panel.
Product page
Product pages with live inventory
Built customized product pages with variations like yarn colors. Each variation had a unique SKU, providing customers with real-time stock information.
We also added smart recommendations of complementary products that allowed the client to increase average order value.
Mobile version
Responsive mobile design
Adapted the store to different browsers and mobile devices so that it looked and functioned equally well.
Engagement and retention
Product comparison page
Product comparison tool
Developed a side-by-side product comparison tool, enabling customers to evaluate yarns based on key characteristics and make informed purchasing decisions between similar items.
WoolBerries wishlist
Wishlist to drive returning traffic
Implemented a wishlist that stored a user’s favorite items on their device and browser for one month. This feature simplified the purchase, as the users did not have to search for the items twice.
Shopping cart interface
Shopping cart user scenarios
Synchronized the shopping cart functions with user flows and created a frictionless path to purchase.
- When a client adds an item to the shopping cart, a pop-up window appears. It suggests two clear options: to proceed to checkout or continue shopping.
- Users can always see the shopping cart in the header and the bottom corner of the screen. This makes it convenient to control the number of items in the cart.
Content management
Homepage interface
Modular, block-based homepage
Used the modular approach that allowed site administrators to easily rearrange and update the content without developer assistance. That also allowed the store to keep its visual concept even after updates.
Marketing and integrations
Google Merchant Center integration
Integration with product promotion services
Connected the store to major product promotion services to maximize visibility and attract new customers. That ensured the product assortment was prominently featured in relevant external catalogs and search results.
Results
Launched a new channel for sales
The website successfully went live, operating 24/7 with high stability and providing a solid foundation for the client’s ambitions.
Enhanced the user experience
The intuitive navigation, advanced filtering, and features like product comparison and wishlist created an efficient shopping journey.
Expanded reach and visibility
Integration with key product promotion platforms increased the store’s online presence, attracting new customer segments and boosting brand awareness across the market.
Optimized the site for growth and performance
The responsive design made it comfortable to buy products from any device, and the block-based structure ensured easy content management.
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