Soytka
Online shoe store, B2C
A new shoe brand was entering the market. The task was to launch a small online store and create the brand identity. The brand was created from scratch, so at the same time we needed to test several business hypotheses. Since low traffic was expected at the start and the launch deadline was tight, we decided to build the store on a no-code platform.
Year
2021
Role
Web designer
Graphic designer
Tasks
Web design
Brand identity
No-code development
Creating the Logo and Visual Identity
Soytka positions itself as a brand of stylish everyday shoes for women who live in motion and do not want to choose between beauty and comfort. The brand’s key values are attention to detail, freedom of movement, and style without compromising comfort.
We defined the brand platform elements that I used to create the brand metaphor and identity.
Brand metaphor
“So that you can take your small step, Soytka does a lot of work to make that step easy.”
Online Store
Design
By the start of the project, the team already had research results: the main audience segments were identified, the most important product categories were defined, competitor analysis was completed, and website requirements were set.
With this base in place, it remained to build the site structure and move to page design.
What was done
First, I developed the information architecture and described user paths. Then I prepared low-fidelity prototypes of the main screens. We defined the necessary features and removed everything extra, which helped reduce design and development time.
The page design immediately took the future no-code implementation into account, as well as the need for flexibility in editing and testing different business hypotheses. For example, some pages were built entirely from standard blocks.
Development on Tilda
The platform had several technical limitations and made some solutions harder to implement. At the prototyping stage, we managed to remove some complex functionality, but some requirements still remained. As a result, many standard blocks had to be adapted.
What was done
The checkout screen was redesigned: extra blocks were added for user convenience, and the number of elements visible on one screen was increased.
The checkout screen was redesigned: extra blocks were added for user convenience, and the number of elements visible on one screen was increased.
During testing, we noticed that after adding a product to the cart, some users simply left the site. An additional message after adding to the cart helped increase order conversion by 1.5%.
Results
In 1.5 months, the visual identity and online store were created, the first feedback was collected, and improvements were made. The MVP format made it possible to test business hypotheses with a limited budget and tight deadlines, and to prepare an economic case for the further development of the project.
3%
order conversion (goal 2%)
4 стр.
pages per session (goal 3 pages)
19%
bounce rate (goal 25%)