An ecommerce to delight homeowners across Europe


Altaterra is part of the VFK Group that owns also the Velux Group. As part of their parnership, Altaterra initiated a digital program to improve the offering on the european online market by displaying high quality products for any type of budget.

The challenge entailed internetional audiences with a range of purchasing behaviours and a variety of expertise levels with choosing, buying, installing roof windows.

Not only the audience was spread across Europe, but also the majority of the team was based in different locations across six different countries and often on the move.

My Role
UX Lead
The Team
Aqueduct Designers, PM and Client Service; Velux Developers and PO
The Client

The process

KICKSTARTING

The account manager in my team helped us to collect all the information needed around the foundations of the project and the roles involved:

  • Ultimate goal of the project
  • Impact on all the business stakeholders involved, like the Altaterra sales and marketing teams, and the Velux digital sales and marketing teams
  • Key metrics to measure the success of the project from a business perspective
  • PO responsible for the delivery
  • Executive sponsor of the project
  • Appointed Development teams
  • Existing research of the markets and the audiences to target

UNDERSTANDING

Knowing what value the business was after, I aimed to know better what the audiences found desirable.

Altaterra had a lot of insights on customer behaviours from quantitative researches conducted by customer service and marketing departements in the recent past. I aimed to use everything that could cut research costs and time and make the best out of the client knowledge of the audiences.

My research plan included an analysis of the data coming from the previous quantitative research and 9 semistructured interviews to customer services agents in several countries. This research validated the hypotesys formed with the pre-exisitng insights and helped define our Users' Universe, Personas and User Journeys.

At this point, I knew that the information architecture needed to balance Guidance, Inspiration and Findability differently for each one of the four personas defined from the research. At the same time, I also knew that the were opportunities to Inspire, Reassure, Inform, and Simplify during the journey.

Personas
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Users' Journeys
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Anatomy of a Homepage
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Purchasing flow
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DEVELOPING

With the design opportunities drawn from personas and user journeys, I started to design and test the ecommerce to accomodate both business and users needs. The development teams were involved in the discussion and informed about the principles and were able to contribute to key functionalities included in the experience.
However, this project took a waterfall approach for the team was not ready to develop in code yet.
Annotated wireframe and prototype were passed after review sessions.

Product Portfolio Structure

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Product Information

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List Item

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Prototype

I used Axure to prototype and document my design decision.

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Testing

Task oriented test 2 users per personas* Age mix: 35 - 65 Gender mix: Mixed Language: English Residence: United Kingdom

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IMPROVING

Knowing what value the business was after, I aimed to know better what the audiences find desirable.

Auditing

Task oriented test 2 users per personas* Age mix: 35 - 65 Gender mix: Mixed Language: English Residence: United Kingdom

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Final Result

The new website was launched in Spring 2018.

“This is some of the most professional and sophisticated UX I have seen”

UX Lead at Velux.

Visit the website

Altaterra Online
Tags: UX Product Catalog Distributed team