Client
Maxxium CIS is the CIS division of the international alliance of two leading spirits producers in the mid-range and premium segments - Beam Suntory and Edrington.
The Problem
An outdated website with unattractive design and an uninformative catalog. It was difficult for customers to navigate products and brands.
The website was not a touchpoint for the core target audience - premium alcohol buyers - and did not allow the company to collect their contact details or offer additional services.
Solution
- UX analysis and website redesign.
- Implementing an MVP system in the project.
- PWA development for correct website display on any device.
- Magento implementation for reservation management.
- Elasticsearch integration.
Website Redesign
The new website design is based on Baymard Institute UX research.
The target audience consists of affluent connoisseurs of expensive, high-quality alcohol.
Design
Remote alcohol sales are prohibited by CIS law, so instead of an online store, the designers created a virtual elite club for Maxxium with a restrained design inspired by premium brands.
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Request Submission Feature
As of November 2019, customers still cannot purchase products through the Maxxium website. The "Submit a Request" feature lets them get more detailed information about the producer and the drink: blend, taste, aging period, price per bottle, and the option to reserve it at the nearest or selected retail location.
The feature was added to Magento and the Mindbox CRM system, and the corresponding button appeared on all product cards. Thanks to this feature, Maxxium CIS reached its target audience and collected contacts for building club offers.
PWA Development
PWA technology made it possible to build a responsive front end.
PWA enables Maxxium customers to interact with the website comfortably on any device and preserves the full amount of useful information on the home and internal pages. When switching between desktop and tablet, users do not lose the pages and useful information they need.
Magento Implementation
Magento 2 is at the center of Maxxium's new architecture. Its functionality meets the client's needs for storing and managing information, as well as integrating the required mechanisms and tools.
After changes in legislation, Magento 2 will make it possible to turn the existing website and catalog into a full B2B portal.
Elasticsearch Integration
Users will easily find the catalog items they are looking for by brand, drink type, or manufacturer, even if they make a mistake or typo in the search field.
Elasticsearch was chosen as the tool - the most capable and widely used mechanism for data storage and search.
About Our Work
"We have been working with kt.team for more than a year, and during that time we have come a long way - from a quick launch of a small website to an informational catalog and several integrations. The team responded promptly to our requests and changes to the scope, and together we tested several hypotheses and chose the most effective ones."
Our project cannot be called high-load, and unlike other projects kt.team works on, our catalog is not large. But we need to focus on a specific audience with demanding expectations, and we are constrained by legislation and the specifics of our industry. None of this prevented us from creating, together, a project with a modern design and functionality that is convenient for both users and Maxxium employees."
Andrey Ivanov, Head of Digital Transformation at Maxxium
