Podrygka. Online Beauty Shopping

The brand came to us with the need to design and develop a mobile app and website simultaneously. The primary goal was to increase online sales with a new style, improve user scenarios, and add new features, which are in line with the updated brand strategy.

We have started with a comprehensive analysis, including in-depth interviews with customers: to identify their needs and sore spots. We have also analysed competitors to identify what features are missing within the product. To rework the existing product and promotional mechanics while keeping their effectiveness and adding new features – our main challenge in the project.

One of the most significant solutions was the introduction of a dynamic home page feed. The feed highlights product cards with current discounts on recently viewed and added to favourites products. We have enabled automatic bundling of products into themed kits with a promotional discount. This solution has helped us to strengthen complex sales. Meanwhile, the feature ‘Your Interests’ now allows users to choose cosmetic ‘genres’ that correspond to their preferences.

In the catalogue menu, we have developed special navigation elements that help the user navigate to key entry points. They divide the entire catalogue into thematic blocks with illustrations. We have added an alternative function for selecting subcategories by the steps of skincare, for example, for the face. It allows customers to select the right complex more accurately, without skipping essential steps. We have also applied an extended filter by special parameters: skin type, ingredients and other characteristics, making the selection of cosmetics even more personalised.

To ensure continuity principles we have integrated the colour palette and styling of the new branding into the digital environment. We have adapted the visual elements to the revised identity and built the design system to ensure a consistent style across all digital products.

To make shopping faster, we have developed a simplified catalogue with products available for delivery within 1 hour.Separating the ‘express’ assortment from the general catalogue required an alternative interface with a redesigned menu structure and colour scheme to make navigation intuitive. Also, to ease delivery, we have integrated in the shopping basket the possibility of splitting the order into several parcels, as products may come from different retail points.

We have developed a design system that provides a unified style for all digital products. While working on it, we have created and described over 1500 components to ensure that every element is designed thoughtfully. We have prepared 1100+ layouts for the app and 1600+ for the website, covering all scenarios and screen resolutions. A particular attention was paid to the documentation. We have written down the requirements for functions and business processes for each key scenario – to structure the product and pass accurate specifications to the developers.This approach has made the product convenient for further development and maintenance by the client.