Improving product visibility on Onninen webshop

UX design for various eCommerce features, focusing on product promotion and higher click rates.

Goal

Onninen webshop is the Finnish leader of technical wholesale for business customers, operating also in other Nordic countries. Their products range from heating, water, cooling and electricity to tools and workwear.

Onninen customers had a strong habit of searching for, and buying the same products again and again. As a result of user feedback, Kesko wanted to make these repetitive tasks easier.

While this behavior was welcomed and essential, Kesko also wanted to better serve its supply partners by improving the visibility of new products and product campaigns. Data showed that these features were not getting much attention.

My role was to design new features to the webstore, focusing especially on alternative shopping flows, product promotion features and navigation usability.

To comply with non-disclosure agreements, I have omitted or altered any confidential information about the project.

CLIENT

Kesko

YEAR

2018 - 2019

DEVELOPMENT TEAM

a product owner, two designers and ~15 developers

MY ROLE

user & traffic analytics, concept design, design specifications, developer handoff, optimization

TOOLS

Sketch, UsabilityHub, Hotjar, Google Analytics

USERS

businesses in areas such as infrastructure, renovation and retail, ranging from one man businesses to enterprise customers purchasing in bulk

The work

Analyzed site traffic and user behavior data such as visits, click heatmaps and site recordings to bettern understand user problems
Created design concepts and interactive prototypes on various features, such as shopping lists, product catalogs, promotion campaigns and webstore menus
Created and managed online user studies to uncover and confirm user preferences
Specified features and components for development, with a strict criteria for adaptiveness, accessibility and brand-compatible styling
Confirmed the effect of implemented features with analytics and iterated whenever changes were required
Created reports of feature adoption and suggestions for next steps for business decision makers

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No project images.

Takeaways

Even after a long career in UX, looking into user behavior always brings surprise. However, basing project success metrics on analytics and data makes establishing of shared goals and decisions easy.

Some of my learnings from the project were:

The difference in effort between designing and technically implementing a search feature (is huge)
The logic of a multitude of legacy features, product catalogs and CRM
Detailed planning for reducing development costs
Considering and designing for county-specific user tastes between Onninen Norway, Sweden and Finland

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