Concept
Bricomarché is a leading home improvement retail chain that offers a wide range of products and services for DIY enthusiasts, homeowners, and professional contractors. With numerous stores across various locations, Bricomarché provides customers with access to tools, building materials, home decor, gardening supplies, and expert advice. Their commitment to quality, affordability, and customer satisfaction has made Bricomarché a trusted destination for all home improvement needs.
Mission
To stay ahead of tough competition, the brand revamped its website, aiming to boost its competitiveness. The new design looked fresh, and they improved the user journey to offer tailored support based on customers’ DIY expertise levels. The goal was to create an engaging and user-friendly experience that met each customer’s unique needs, ultimately strengthening the brand’s market position.
Challenges
Throughout the project, we successfully navigated these challenges by leveraging UX principles, conducting thorough research, and implementing appropriate design solutions. The result is an optimized user experience that ensures seamless stock management, accommodates diverse price policies, and provides personalized user journeys based on individual handyman profiles.
Stock management
- Ensuring a seamless connection between product prices and availability, considering both web and store stock.
- Prioritizing the display of shop stock information, where prices would only become visible once a specific store was selected.
Price policy
- Addressing the complexity of each brand store being a subsidiary with the autonomy to set its own prices, allowing for potential price variations between stores.
- Implementing a flexible pricing structure to accommodate the diverse pricing policies across different store locations.
User profiles
- Developing a tailored user journey based on different handyman proficiency levels, such as beginner, challenger, and semi-professional.
- Creating user-centric experiences and features that cater to the specific needs and skill sets of each user profile, enhancing their overall engagement and satisfaction.
Design methodology
By adhering to this methodology, we ensure that our design process is research-driven, iterative, and focused on delivering an exceptional user experience. Through a combination of research, ideation, and visual design, we create intuitive and visually appealing interfaces that meet the needs and expectations of our users.
Research and analysis
- Conducting comprehensive documentary and marketing studies to gain insights into industry trends and best practices.
- Performing benchmarking and ergonomic audits to assess competitors and ensure optimal user experiences.
- Creating immersive store experiences to understand and address user needs effectively.
- Conducting interviews with users and stakeholders to gather valuable insights and understand their perspectives.
Ideation and strategy
- Developing user personas and user journey maps to empathize with and understand the target audience’s needs and expectations.
- Designing user flows to define the optimal path and interactions within the user experience.
- Utilizing treemaps to analyze and organize information in a clear and intuitive manner.
- Facilitating backlog workshops to prioritize features and plan iterative design improvements.
Conception and visual design
- Collaboratively generating sketches with the design team in 10 sprints to explore various design concepts and iterate on ideas.
- Guiding the visual design process under the supervision of an artistic director, ensuring a visually appealing and consistent interface.
- Conducting user tests with animated prototypes to validate design decisions and gather user feedback.