Messer Meister

e-commercewebfront-endintegrationstrategyux

Messermeister is the all new, emotional and hardcore online store of accessories for men.

Goal

Messer Meister is the oldest retail network selling knives and knife accessories. Our goal was to breathe new life into the existing eCommerce platform and change the brand recognition so that the retailer could broaden the range of products keeping the identity of the brand.

The new Messer Meister is a hardcore store of various masculine stock, primarily knives, crossbows, air weapons and a broad assortment of recreational goods.

Deliverables

e-commerce web front-end integration strategy ux

Release date

01.12.2014

Visit site

The website was created for two main audience groups: experienced knife connoisseurs that know the ropes of technology and producers, and amateurs that are mainly interested in product usage and its eye appeal.

Solution

We created a new design for the eCommerce platform, focusing on building an easy customer journey from the entry page to making an order. At every step the store should help and inspire the user to discover its products that may be of interest to him, analyzing his activities on the website.

The Messer Meister eCommerce platform was based on actual UX researches and made available for desktops and tablets including retina displays.

User experience is all about balance between simplicity and function. That is why we gave special attention to UX design and usability tests.

We implemented several methods to enhance user experience:

  • Fixed menu with the most user-needful elements: the phone number, shopping cart, and tools that assist in making a purchase.
  • We cleared the page of distracting elements to focus the user’s attention on the product chosen.
  • Interface “lightness”: fast load of basic elements with lazy loading of secondary ones. We used the space to build the visual hierarchy.

Product pages contain detailed information and suitable item choices. Due to all this we managed to lower the bounce rate (for instance, in the catalogue it went down by 30 percent).

The unique mechanism of the drop-down menu gives the website an edge. As a rule, when the cursor trajectory intersects the nearest menu item, the drop-down menu shifts to another tab.

Here we employed the technologythat distinguishes different trajectories and decides whether to switch to another tab or not.

Frontend

The frontend was built with the use of RequireJS + Less/CSS module technology that not only shortened the development time to 25 days, but also increased the website performance. We optimized the following aspects:

  • The number of HTTP requests;
  • Image smart caching;
  • Creation of separate cache for retina-images;
  • CSS and Javascript files minimization.
SEO

The catalogue allows to create landing pages to support efforts in the eCommerce platform promotion. As always, we took care of both internal optimization and the utility of all SEO elements first for the user and then for the search engine.

39%

faster page load

1.9Mb

decreased the size of the page

25days

fast frontend development

Backend

The eCommerce platform receives data on the warehouse management system. The massive scope of information and the possibility of receiving data that are outdated when uploaded called for a reconsideration of the website interactions with the system.

We apply three methods of interaction:

  • Total synchronization of catalogue data: all images, related files, and product characteristics;
  • Quick synchronization when only prices and stock availability need to be checked;
  • API for order processing.

The website can operate offline as well as in synchronization with WMS which allows to keep the platform running regardless of the WMS availability.

Outcome

Increase in the eCommerce platform figures after redesigning.

80%

less bounce rate for the cart

32%

Growth of the average order value

98%

Growth in the orders amount

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