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October 2
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12 PM EST (18:00 CET)
AllTheTools is a home improvement retailer with 700 stores in Eastern Europe. The company’s strategy was to become a leading omnichannel marketplace, which was impossible without a robust mobile app. To reach this goal and create such an app, the retailer teamed up with HeyInnovations.
19 mln
monthly active users
85%
growth in customer NPS
2x
growth in the share of online orders
The client needed to boost online sales and edge out industry giants. At that time, the company already had a cross-platform mobile app. Yet, it didn’t allow them to achieve their business goals because of its technical limitations.
The previous app wasn’t built natively, either for iOS or for Android, which was the reason for these limitations. Indeed, a cross-platform method is great for building a simple MVP in a short time, but not efficient for complex e-commerce projects. With every new feature, the app becomes too cumbersome and costly in maintenance.
To help the client reach their goals, we’ve built two native apps for iOS and Android. Our scope of work included UX/UI design, prototyping, and frontend development, with a focus on:
Red is the major color of the client’s brand, so they wanted us to use it in the app’s design as much as possible. However, large red elements would make the app heavy and slow, so we had to use the color sparingly.
Our solution was to design most of the app UI in white and make red an accent color. This helped us keep the brand identity without affecting performance.
The company’s catalog had 80,000 items, so it was important to help users quickly find what they were looking for. To achieve this, we’ve expanded the in-app search and revamped the catalog structure.
Search screen shows the user’s past requests, even if the app was deleted and reinstalled
Smart search suggests and displays related categories and products as users type
Voice search helps busy users who are always on the go or working on a construction site
Users can skip the search whatsoever and find the needed product on the main screen. We’ve set it up so that it shows products based on users’ preferences, search history, promotions, new arrivals, and quick actions.
We’ve also reorganized the catalog into two levels so that users could access products with a couple of clicks. The top of the screen features options for narrowing down search results: sorting options, filters, categories, and quick selections.
A good product card leads to a faster sale—the more info customers get outright, the less time they spend on research somewhere else. That’s why we’ve made a comprehensive product card with as much product info as possible.
User flow in e-commerce apps largely depends on product availability at a given time. That’s why we’ve thought through the options available to users in all cases, including when a product is out of stock.
For users, it meant a clear path for what to do next. For the client, it was a way to enhance sales conversion even when they couldn’t offer the desired product.
User can add product to the cart or make a quick order
Users can make a pickup request
A user can send a request to find a similar product or sign up for notifications
The revamped review section allowed users to complete their reviews with pictures. On top of that, we’ve added an expert view with a discussion section, where brand representatives could answer questions from customers.
When we thought through user experience, we paid attention not only to the key components of the app, like a product catalog, but also to the details that’d improve the overall user experience. Albeit small and easy to apply, they’ve had a huge impact on how users moved through their buying journey in the app.
After the release, the number of monthly active users (MAU) increased to 19 million, and customers' NPS reached 85%. Most importantly, the share of online orders via the app has doubled.
19 mln
monthly active users
85%
growth in customer NPS
2x
growth in the share of online orders