Luminal Park

A customer experience which stands out for its atmosphere, technology and comfort.

Context

Intending to increase the efficiency of e-commerce, the conversion rate and overall the customer experience of its clients, Luminal Park involved B2Commerce, for SEO activities and for monitoring metrics and then GNV & Partners, for design activities.

ILuminal Park team took-over development of the e-commerce platform, marketing activities and content production, in addition to the customer care service.

The project team thus formed had about 10 people, under Marco Brenzan as leading figure, product owner and Luminal Park administrator.

"We chose GNV & Partners because from the first day of project analysis their approach to problems has proved different from all those with whom we had worked in the past."

Marco Brenzan Luminal Park Administrator

Design driven by results: business goal and metrics

Creating a shared vision of the project was the point from which we started, gathering information on the strategy, objectives, KPI, goals, users, needs, constraints, risks and milestones of the project.

Next, we analyzed all the existing metrics: from analytics, e-commerce funnel conversion, devices used, to click- and heat-maps.
Collect these data gave us a clear view of the state of Luminal Park and helped us define the key issues where we should work.

Catalog and product sheet, cart and checkout: the heart of the experience

The online shopping experience of one or more products usually takes place in these macro-phases:

Luminal Park

It is a handicraft company for production and installation of street lights for Christmas and summer parties, which since 2006 operates the first online shop in Italy for the sale of professional Christmas lights with a wide range of Christmas decorations for installers or public bodies.

www.luminalpark.it

Activities

User experience design
User tests
Visual / User interface design
Prototyping
Responsive frontend development (HTML, CSS)
Frontend styleguides

Timeframe

12 months

Stakeholders

CEO, CTO, Backend developers, Customer Care, Social Media Manager, Content Strategist, SEO Agency, Art director

Enter the domain

We call this preliminary phase of the project discovery. It allows us to understand the context and the business strategy in which the project is located.
What is the return of a better experience? How do we measure the success of the activities done? What are the roles and expectations of the various team members?
Answering these questions allows us to work with objectivity, guiding the team to results rather than subjective evaluation factors. For this we consider this activity from the start of each new project, with all our customers.

Giorgio
"I would like to have lighting to decorate the Christmas tree with my children."

Idea

Giorgio needs one or more products to make his own idea

Search

Giorgio identifies a type of product that can satisfy his need, and searching for specific products within that category

Decision

Giorgio chooses a specific product and compares it to other products identified

Purchase

Giorgio buys and receives the product

Post-purchase

Giorgio has a doubt and call customer care for help

Product experience

Giorgio manages to realize his idea, thanks to the product purchased

Navigation and search

We have captured the attention of Giorgio and we drove him to find the right product

Purchase

We have allowed Giorgio to buy quickly and without doubts

Conversion

Giorgio is happy with the product and the searching and purchasing experience. Will buy again on Luminal Park

For each of these phases we have studied and simplified the steps that users need to go through in order to finalize the purchase and we added those of business needed by Luminal Park to give a better service and to build user loyalty.

Filters and searches in the catalog, unique or combined purchases, essential accessories, tips in case of sold-out products, transactional email, use of discounts and coupons, registration process and checkout: for each of these tasks we studied detailed solutions in order to make clearer, reassuring and easy the shopping experience for both the user and Luminal Park, that during the peak season had to fulfil a huge number of orders.

During the planning and execution months, Marco’s team has worked in sync with ours to improve the presentation of content, both in photographs and texts. It also launched a series of marketing activities aimed at improving communication and engagement of users (newsletter, coupons, black fridays, cyber mondays...).

Brand identity and visual language

One of the goals of Luminal Park was to define their brands and position themselves as e-commerce, offering two separate online stores ( decoration and illuminating engineering ), present in several European markets.
To reach it, with the help of Barbara Bonci for the activity of brand identity, we rethought the identity from scratch, redesigning the new brand in more colors and with more taglines. In collaboration with Barbara, we have defined a color palette, a typography and secondary brands, creating a new visual dictionary for offline and online identity of Luminal Park.

This visual language has guided all subsequent stages of the project, allowing us to work iteratively and incrementally on interface design and frontend development, while maintaining consistency and integrity thanks to the overview defined at this stage.

Consistent and durable design and frontend, thanks to styleguides

In practice, for Luminal Park this objective was achieved by sharing and communicating to the expanded team the choices of design, designing flows and entire pages and modeling individual components to be used in multiple contexts, to compose different views.
These components have been translated into a frontend styleguide, providing the Luminal Park development team an extensive library of HTML elements and CSS to integrate, in addition of course to page templates composed by these elements.
In this way, we were able to parallelize the work, allowing the development team to build additional pages in complete autonomy.

Awareness and autonomy of internal teams are two goals that we consider implicit in all the projects in which we work: that is why our process of design and frontend development is iterative and collaborative.

Monitored and measured results

In the months following the release we have monitored the A/B tests and metrics defined in the discovery phase, to verify the effectiveness of the design and collected data on which to base the further development of the project.

Hanks to the work done by the whole team, visible results 4 months after the release (compared to the same period of 2013) are: