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October 2
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12 PM EST (18:00 CET)
e-com
home improvement
Maxidom.rs is an e-commerce website built for a DIY retailer Maxidom.rs. It helps the retailer sell its home improvement products and find new customers online.
2022
2023
Maxidom.rs is a retailer that set out to revolutionize the DIY industry in their home country. They wanted to make an omnichannel shopping experience their key advantage.
The ultimate goal was to become the first-choice brand for professional craftsmen. To be their reliable partner, Maxidom.rs needed a reliable online store.
25k SKUs
1.5x more than competitors’ average
+60%
target share of online orders
14 months
between an idea and a working omnichannel business
Jovan
CEO at Maxidom.rs
/
01
To make their vision come true, Maxidom.rs faced several challenges.
No option to use pre-built solutions like Shopify
Maxidom.rs wanted a custom website instead of using pre-built options like Shopify for two reasons. First, it’d be hard to integrate a pre-built solution with their bespoke internal system. Second, they needed maximum freedom in adding services and features, without relying on a third-party service.
The deadline tied to the store’s grand opening
Maxidom.rs aimed to launch its offline store and online platform simultaneously. Their offline store would offer samples of products, and some of the building materials wouldn’t be available at the store. That’s why letting customers order them online from day one was critical.
No chance to go over budget
Maxidom.rs was conscious of its budget limitations. The team had attracted initial investments, but overspending was not an option, as securing additional funding during the project would be a challenge.
The need for a reliable IT partner
Maxidom.rs team had to manage myriad tasks while opening their offline store. That's why they needed a reliable partner to handle their online presence, including website design, architecture, and testing.
Jovan
CEO at Maxidom.rs
/
02
Our job was to build an MVP version of an e-commerce website meeting all the business challenges. Thus, our key tasks were:
Benchmark Serbian home improvement online stores
Come up with a straightforward UX design and a UI design kit from scratch
Develop website frontend and backend, integrated with the client’s ERP and CRM
Build an admin dashboard for managing promos and SEO
Launch the MVP at the same time as the offline store opening
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03
Visual identity
The client wanted their website to leave a lasting impression. The UI we had to develop would also play a vital role in their overall branding, ensuring that customers could easily identify Maxidom.rs in any context.
The problem was that the client lacked any branding elements beyond their logo. So, our designers created a design kit inspired by the logo shape. That’s how banners, buttons, and blocks on the website got their signature slanted edge.
Phygital design
Asymmetry and minimalism, the key features of our concept, also appeared in the interior layout of Maxidom.rs’ first physical store. The client used the graphic elements from the website when designing counters and storefronts, which saved them time and effort.
Jovan
CEO at Maxidom.rs
User experience
The client chose professional contractors as their target audience, so we tailored the website design to suit their specific needs. For example, remodeling professionals are often pressed for time while working on a project. Hence, the easier it is to get the right materials, the more quickly they do their work.
That’s why we focused on ease of use, clear catalog hierarchy, and useful details when thinking through the website UX. This would also help Maxidom.rs edge out the competition.
Predictive search
When a user starts typing a word, it shows them a preview of results with a list of categories and product cards. It’s possible to add items to the cart right away, without going to the full results page.
Price calculators
The product page features a calculator that helps users figure out how much of a product they need for their project. For example, it shows how many units of tile are needed for a 40-square-foot bathroom.
Delivery info
At the checkout, we show the user how much more they need to buy to get free delivery. This is to encourage them to add more to their order and increase Maxidom.rs’ average order value.
Promo code keeper
When the user is about to pay, we show them which promo codes from their profile they can use. To apply one, the user simply clicks on the promo code—no need to enter it manually.
Personalization*
Users can pick their job type from a list, and then the main page will show them products that match their profession. For example, for a flooring installer, there will be a selection of flooring materials and supplies.
*to be added soon
Anastacia
UX designer at HeyInnovations
Syncing IT systems
Mastering Salesforce integration for accurate prices
Issue
For real-time transaction tracking, we had to integrate our e-commerce platform with the Salesforce CRM. There was a problem: the systems applied discounts and taxes differently, and prices in the CRM didn't match the website prices.
Solution
Our business analyst mastered Salesforce and worked closely with their team, thoroughly examining our code. This effort ensured accurate website pricing.
Overcoming the language barrier for a perfect ERP integration
Issue
The documentation we worked with was in Serbian, including the JSON requests that we had to use to receive the data from the client’s server. We needed to interpret them correctly to integrate the ERP with the website.
Solution
Our business analyst and project manager teamed up with developers to understand how every JSON method works. This gave us a clear picture of the client’s ERP system and how to handle the data precisely.
/
04
The MVP we’ve built achieved its core objective—we’ve helped the client launch the business and open the store within time and budget.
Maxidom.rs’ founders appreciated the meticulous approach of our team and the way we adapted quickly to changes. However, our work with Maxidom.rs is far from over. There's a backlog of features and enhancements that we’ll continue to implement, to help them become the market leader in the country.
25k SKUs
1.5x more than competitors’ average
14 months
between an idea and a working omnichannel business
60%
target share of online orders
Andrew
Project Manager at HeyInnovations
We can help you identify your business goals and challenges and come up with a most efficient solution
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