LARGEST ONLINE BOOKSTORE IN LITHUANIA

Challenge

 

Speed, admin panel, and flexibility were the main reasons why “Knygu Klubas“ picked Magento 2 to improve their e-system. The main challenge was the short 6 month period during which the project had to be completed.

Goal

  • Fast and convenient sales management
  • Build customer loyalty with the help of improved user experience and visual fulfilment
  • Retain favorite user features, such as “Challenge of the Year”

Workshop

We organized a workshop for our client to go over the most important functions to be implemented during the first 6 months. After the workshop we had:

  • Clear priorities
  • Established mapping of user stories
  • Roadmap for the upcoming development

At the beginning of the project we had meetings with our client quite frequently to clarify project implementation needs, solutions and details. At the outset, clarity was crucial for the project’s success.

Besides the plan for implementation of necessary functions, we set 3 goals for the period of 6 months:

  • Fix the acceleration of e-shop
  • Implement a more comfortable product upload process. Before this project it took 1-2 days for a product to appear in e-shop
  • Implement the best user experience to ensure improvement of client satisfaction and loyalty

Data is the key to a successful e-system development

Implementation of functions started with data architecture. We gathered data from “Google Analytics“ tool and carried out research on which categories were the most popular among “Knygu Klubas” users. Additional sources of valuable data were “Hotjar“ tool that showed us where users spend most of their time, which pages are the most popular, what kind of information users search for and which buttons they usually click.

To have a clear understanding of “Knygu klubas“ users, we sent out a survey. Survey results helped us answer questions about how users shop with the e-system and what are the reasons behind their purchases. Using collected data, we were able to prepare a detailed e-system architecture with categories and subcategories that would fulfill all the needs of “Knygu klubas“ users.

With the right data architecture in place, we were ready to start working with the e-system design and function implementation.

 

Solution

 

Product management

We started with product filter function implementation by integrating Advanced layered navigation module. It’s useful for convenient page generation and management of filtered attributes. This module allows to choose items easily by selecting important qualities (price, category, language). It also enables users to adapt individual filters to certain categories (e.g. age group filter in a children’s literature category).

Pricing

There was a need to implement a flexible discounts function. Standard Magento features were not enough in this case. As a solution, we integrated a couple of pricing modules such as Special Promotions Pro and Free Gift. Now “Knygu Klubas’“ e-system will have “bag discounts” and a variety of extra discount options that will be valid for certain users during their birthdays or other occasions. Additionally, since“Knygu Klubas“ provides various discounts for their users regularly, there was a need for short-term discounts that would last hours, instead of days. We created extra configuration fields and remade Magento indexing because there are no standard functionalities in Magento for applying discounts that last only a couple of hours. To show the countdown towards the end of the discount we also created a special label in the products page.

 

We also implemented a product label discount module. It will help e-shop admin automatically generate various labels above product pictures, such as 30%, 15%, 10% discounts.

Moreover, “Knygu klubas“ has gift cards available, thus a functionality was implemented so that users could pay for the products using gift cards. Users will now be able to see the balance of their gift cards and save the remaining balance for their next purchase.

“Challenge of the year” is a project admired by all “Knygu Klubas“ customers. At the beginning of each year, clients sign up for the challenge to read books all year long. Readers can add books they’ve read to their virtual bookshelves, review and rate them. At the end of the year the most active users are awarded with prizes. This project was set up in the old system and had to be moved to Magento 2 along with the rest of “Knygu Klubas”. Improved functionality for the project was created in the new system. Current  “Challenge of the year” information was transferred to Magento in order to retain readers’ progress so far in the year and the projected resumed.

 

Order management

At the very start our client knew that their e-system www.knyguklubas.lt needed order management optimization. As a solution, we changed various parts in Magento’s order flow and now Magento generates XML of the order and transfers it to SAP.

To fully optimize order management, we also created different status for each order: submitted, ready to ship, shipped, invoice ready, etc.

Site speed and convenience

To accelerate the e-system we integrated Varnish HTTP accelerator and adjusted site to the most popular payment methods including e-banking systems, Paypal and other. 

For convenient shopping, a range of shipping methods were introduced as well, including Omniva express, LP Express couriers, parcel terminals and international home delivery. 

We’ve also installed a Mega Menu function for the e-shop admin so that they can easily manage menu categories, subcategories and add new information to the menu bar.

Design

Our UX/UI office started with the Homepage development. The number of products in “Knygu Klubas’“ system is upwards of 25 000 and there are different discounts active every day. It was important to showcase the bookstore’s discounts and maintain the most important functions of the e-shop visible at the same time.

 

For each category we chose an Intermediary category page as a solution, which is comprised of controllers and banners. Admin of “Knygu Klubas” e-system can easily manage content, add different banners and form product lists according to their needs.

Product page

The e-system of “Knygų Klubas“ has a vast amount of information. Our task was to organize all the data in product pages and make it easy to read and find. We focused on the book cover, book description and the discount for each specific product.

After conducting a survey, we saw that the customers of “Knygu Klubas“ often purchased a product based on available discounts and recommendations from other members of “Knygu Klubas”. Following survey results, we paid attention to the display of recommendations in the product page. One more interesting fact was that clients of “Knygu Klubas“ also tended to buy books according to the authors they liked. So we created a section in the product page where a description about the author appears along with links to other books written by him or her.

Our first design iteration took 1 month to complete and afterwards we started testing the interface with potential clients of “Knygu Klubas“. During the testing we asked users to find a certain book while we watched them search through the e-system. We also monitored the usability of system management and whether users saw all the most important buttons, categories and other functions. Throughout the 1st testing stage we used Invision app to monitor actions that potential users took.

The results were extremely useful — we saw that there were a few flaws in our 1st design iteration. One of the problems was that users did not always understand the function of filters as previously there were only categories. This and other mistakes were fixed and after a 2nd testing we approved the new design for “Knygu Klubas’“ e-system and moved on towards creation of design for mobile devices.

Process

Project implementation

For the project we were following “Agile Scrum” methodology and implemented this project in two-week sprints. The project team consisted of 3 back-end developers, 2 front-end developers, 1 UX designer, and 1 project manager.

This was only the 1st stage of the project, which we completed according to the principles of Minimal marketable product (MMP). During the first 6 months we implemented the main functions so that the e-system would function reliably.

In the 2nd stage, the project will be developed with extra functions to refine “Knygu Klubas“ e-shop and make it perfect for every user.

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