Koctas is the largest home improvement and garden center retailer in Turkey. We redesigned the website after observed customers' physical and digital store experiences.
The project goal was to build a new Koctas website with an increase in online sales and creating a better experience for customers. I was responsible to accumulate all research findings and evaluate design ideas. This process involves negotiating deliverables with the product team. As the UX team leader in this project, I also execute the UX strategy and designed interactions of the website
Koctas / Project Owner
Userspots / Design Agency
14 Weeks / Duration
The research team conducted 6 research techniques to understand physical store and online experiences by getting behavioral data.
After we analyzed customer habits, living spaces, purchase, and services, we found that local users' expectations were different from global because they prefer "do it for me" instead of "do it yourself". Another research outcome was that customers' needs vary seasonally so we prioritized redesigning of home, category and product detail pages. 80+ screens and 6 flows were designed to cover all experience.
In order to cover seasonal users' needs and interest, we designed carousel to provide related content on the page. Content on the page changed together with the carousel image and search area made more visible to cover expectations.
Before we complete the carousel design, multiple interface design options were tested with users. We also added discount offers to cover the product discovery need.
Since customers perceive many house development products as a part of the whole living area needs, it is challenging for them to fulfill their needs in a physical store. For that reason, some living spaces were organized in the stores enabling them to have a holistic view. These spaces don't only support product sales, but also simplify the purchase journey of customers with related products for different spaces.
Customers' different needs and expectations for each category led us to adapt the design. For example, while the kitchen category highlights product inspiration and technical information, garden/outdoor and balcony categories focus on seasonal contents.
In product detail pages, research outcomes state that users need quick answers related to products. For that reason, 3 modules are highlighted "Features, Comments and Specialist Comments". In addition, enlarged images and extra product information guide users for the purchase decision.
Call center conversations exposed that calls are mainly about customer problems that can be solved by providing accurate information. In order to solve that need, "get a help" module is created. The result was not an only a comprehensive support tool to customers but also a decrease in call center workload.
Responsive design is not possible because of the need for different structure in mobile use in research conclusions. You can check out the mobile website.