Baku Electronics Pc
Malka Crickenberger
Baku Electronics, which started its activity in 1994, currently has more than 30 + stores and official distributor of more than 100 + important global companies. You will be able to get all kinds of electronics and home appliances you are looking for from Baku Electronics!
Baku Electronics is known in Azerbaijan as one of the leaders in the area of electronics and home appliances: 25+ years on the market, 22 stores, over 60 brands. Turum-burum agency performed a comprehensive website redesign and created an online store. Through the example of this case, we would like to demonstrate how one can reach business goals with the help of interface solutions, and which practices might help in it.
Among the challenges we encountered was the absence of accurate web-analytics data and specific nature of e-commerce in Azerbaijan. We had to make additional research on customer preferences and shopping capacity of the Azerbaijani market audience.
We also established communication with an expert business representative who had a clear strategic vision of the project development.
The main competitors were identified with the help of the expert business representative, as well as our own search requests by categories and market analysis. Thus we spotted four main competitors and did benchmarking, comparative analysis of the features for each page.
We identified user archetypes with their challenges, goals, motivation, fears, and context of the products use. We focused on the segment of the target audience aged 16-25 and researched it in more detail.
Customer journey mapping helps visualize a journey of the customers through the website and figure out the ways they interact with the product. Marking up entry points at each stage helps optimize the navigation structure in the future.
We outlined user priorities in terms of the devices used and decided to apply the mobile first design strategy based on the market tendencies and focus on the young target audience. Besides, re-engagement of the users in the project was performed using SMS and e-mail notifications about the bonus program and personalized offers.
We spotted the necessary page groups, sub-pages, categories, and page states. At this stage, together with the expert business representative, we laid the potential for the development of new product categories, defined the catalog structure, and thought the convenience of page flow.
Navigation architecture helps map the customer journey from the first interaction with the product until purchase. As a result, it is possible to enhance interaction in the interface at the points where the target action is most likely to occur.
In order not to waste time on the development of detailed wireframes we sketched out the screens of the main pages on the journey to the purchase. The main task of these raw wireframes is to convey the concept and demonstrate to the business owner how user tasks are solved on their way to the goal.
We gradually developed additional scenarios moving from the adaptive version. Thus, we implemented around 120 screens of prototypes. As a result, when creating the interface, we took into account the specificities of the market, characteristics of the audience, and patterns of its interaction with the website when making purchases.
One can also go back to the already viewed products from the blocks of the main page or read the company news. Such design is convenient for the customer, whereas for the owner of the online store it is an opportunity to present all the important news and offers.
As the customer was looking through the page following the Z-pattern, he/she might have missed the necessary product because of the numerous product cards on the screen. In order to let him/her fix eyes on something, we mixed the products with the promotional special-offer blocks and useful articles with the tips on the product selection.
While solving the strategic task of reaching the young audience we placed special emphasis on reviews that this audience segment actively reads. To motivate the users to provide feedback we chose to encourage them with virtual money that they can use during the next purchase. Thus we are building a stronger relationship between the brand and the user and maximize the chance of a repeat purchase.
Payment terms now included a possibility of using a taksit card or a credit card with a number of benefits. After clicking on the corresponding section one just has to choose the taksit card of his/her bank and enter its data.
One of the benefits of shopping at Baku Electronics was supposed to be the simplicity of installment and credit purchase. When creating the interface we tried to emphasize it and make the credit purchase as convenient as possible.
Credit purchase often scares away the customers, since it is associated with debts, lots of fuss and paperwork. Our task was to design the interface in such a way that these feelings disappear and show that the whole process could be done online and take just a couple of minutes.
We created the features that let the user submit an application and attach an id photo. There is no need to actually go to the store, one can get the feedback on the phone, and the papers for signature will arrive together with the product.
Thanks to such cooperation, Baku Electronics and Turum-burum managed to create comfortable conditions for choosing and purchasing products not only in the network of shops but also in the online store.
Baku Electronics is one of the largest chains of electronics sales stores. Currently, brands with more than 60 official distributors are being sold in 31 stores of the company throughout the republic.
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