Client
"Snezhnaya Koroleva" is a CIS chain of multi-brand fashion stores and a leader in the retail and manufacturing of leather and fur outerwear.
What challenge the client came to us with
The tasks Snezhnaya Koroleva set for its contractor were not being completed, which led the next sale (Black Friday) to produce unsatisfactory results because incoming customer orders were not processed.
Website Redesign
Our design team audited and redesigned the entire site. It was decided to add personalized content to the homepage, update site navigation, and use different banner structures so the content would be as varied as possible and every visitor could find something relevant.
The site search, fixed on the right side of the main content, was inconvenient. Now the "Search", "Account", "Favorites", and "Cart" elements are in the header, a more familiar place for users.
Catalog
The previous catalog page design contained many unnecessary details, such as product labels showing item statuses: "Discount", "New arrival", as well as the promotion period for the item.
The product card description contained unnecessary information, such as details about the item's designer. The "Buy" button had a low click-through rate, and it had no impact on conversion at all.
Before
The catalog page filters are now much more compact and placed in a more convenient location for users - at the top, above the product cards, with product categories on the left.
Promotions and discount labels were removed to place more emphasis on the product itself. The product card description was reduced to only the essentials for the customer: name, price, and SKU. The "Buy" button was removed, and in its place the size range and an add-to-"Favorites" icon were added.
After
Product card
Previously, the first view of the product card was interrupted in more than 15% of cases. The old product card, like the catalog page, was overloaded with information. Now all product specifications are hidden in a dropdown list. The carousel-style photo presentation was outdated, so an alternative way to view the product had to be offered. In the end, it was decided to show thumbnails of all photos and place greater emphasis on the product itself.
Before
Magento update
The previous version of the site needed updating. A large number of modules had changed, some modules disappeared entirely and were replaced with new ones. The Magento core and database architecture changed significantly. A full-scale site update was required.
Transition to PWA
Alongside the Magento version update, it was decided to separate the project's backend and frontend. Introducing PWA to the project opened new development opportunities; all site changes started to go faster and more safely. Site performance improved. Extensive work was done on SEO optimization and analytics.
Launch of multi-cart
The "Cart" was completely redesigned. In the old version, customers could place only one item per order because it was previously difficult to combine items from different warehouses. Now users can buy up to five items in a single order.
When entering the "Cart", each item is checked for warehouse availability. The cart itself was built around a logical flow: if items are stored in different warehouses, it is immediately determined which ones can be placed in the same cart and which ones cannot.
Product reservation
The item reservation flow for users was redesigned and simplified. Previously, reserving an item was complicated and had to be done through checkout. Now users can reserve a product they like directly from the product card; they only need to choose the size and the store where they will pick it up.
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Stock import
Previously, stock information arrived as a file once a day and was updated in the database. We developed a new stock import based on microservices that receive JSON from a third-party system, process it, and write the data to the database. This helped speed up stock import processing; all incoming stock change data is placed in a processing queue, which helps prevent information loss in unexpected situations.
Integration with the BPM system
It was decided to abandon OMS systems and move to BPM. Now, after an order is placed, the data is sent to the BPM system, which stores information about users and orders. After processing in BPM, the data is sent to 1C UT, where stock is finalized and statuses are assigned to products. The product statuses are then displayed in BPM. (data stored in one place).
Site optimization
- Optimizing stock import helped increase the speed and frequency of updates.
- As part of the site optimization, we also scaled server operations to distribute the site load across multiple servers.
- Enabling multi-stock in Magento 2;
- PIM integration.
- Implementation of the WebP format to reduce image file sizes without quality loss (lossless).
Integration with the PIM system
Integrating the PIM system with Magento 2 enabled the client to update products and site content. It became easier to create, edit, and publish high-quality product information, including marketing copy, technical descriptions, photos, and more.
Integration of delivery and payment modules
Integration with OMS and ATOL. For online payments, the project was moved from ChronoPay to Sberbank Online and Alfa-Bank. DaData was connected for automatic user data validation. The SPSR delivery module was integrated for order tracking.
Technical debt management
Implementing APMinvest made it possible to track metrics regularly, improved site performance, and reduced the number of errors.
Mobile app design
The design concept was based on simplicity and minimalism to create a coherent visual impression. Clean lines and monochrome styling were used, along with carefully placed color accents, all in line with current premium product positioning trends. The design and API for the mobile app were developed.
Results for 2017–2018
In just one month after the urgent fix for accumulated issues, the site began breaking weekly records for page views and daily order volume!
+39.9% increase in conversion rate
+67.6% increase in number of purchases
+57.8% increase in profit
+3% increase in average order value
About Our Work
"After several years of joint, productive work, I would like to thank my colleagues at kt.team. Together we have come a long way, solved thousands of tasks, survived 3 Black Fridays, and developed and successfully launched several major projects estimated at more than 2,000 person-hours. Both I and the company management are satisfied with our collaboration. I believe in further productive cooperation. I wish kt.team prosperity and professional growth to everyone at kt.team."
Roman Radovich, Head of Digital Projects at Snow Queen
"Before kt.team, we had another contractor - a large, well-known integrator, and every change was expensive and painful. We even considered dropping Magento altogether! kt.team took on a huge amount of work. Great team!"
Sergey Gorbunov, Sales Director at the Snow Queen chain
