Client case
Fyndiq - Concept, UX and design
Fyndiq contacted us when it was time for a refresh and modernization of their already very successful e-commerce. Our brief was to develop a new concept, UX and design for fyndiq.se. The brief also grew to include tone of voice and copy for the website
The goal was for the visual identity and tone of voice to better convey Fyndiq's value proposition, namely being Sweden's largest marketplace for bargains. In addition to the creative work, we were also tasked with training and supporting Fyndiq's internal developers on technical SEO to improve presence in search engines
Before we started the strategic and creative work we framed the assignment with a number of different questions. When we have a clear question it's easier to find a (right) answer and solution. Here are some of the questions we posed
This is what we will solve
How can we:
- make the user feel like they’ve found a bargain?
- demonstrate credibility?
- show the benefits of shopping on Fyndiq?
- make the experience enjoyable and attractive?
- package a clear identity?
- make it clear that Fyndiq is a marketplace?
To develop a concept and an approach for how the value proposition could be expressed, we began by looking at their existing wording and customer promise. We reworked it into a new, clearer and easy-to-interpret description that sets them apart from their competitors;
“Fyndiq is a Swedish, down-to-earth, reliable and affordable marketplace where I get a pleasurable shopping experience and am helped to find bargains on both items and shipping.”
What we did
We carried out a market analysis to see who the competitors were, what they offered and how they had packaged their offering. We ran our own tests on the customer journey to map where the purchase begins and ends. That produced valuable insights and revealed what we needed to address regarding the perception of Fyndiq, the offering and other uncertainties.
To balance the playful, popular expression with a serious and trustworthy e‑commerce site we developed a concept around the tone of voice. The concept clarified WHERE and WHEN the playful language was acceptable and when it was less appropriate. We developed flows and ideas for interaction to remove barriers while creating a smooth and enjoyable shopping experience.
In wireframes we illustrated views and functions and, in a close working group together with the client, we developed the result. We then produced the visual design and worked closely with their own Art Director on ideas that reflected the brand. They wanted fresh thinking and innovation and were honest that our sketches might not become the final implementation, but wanted to use us as a sounding board and a driving force with experience.
A simple feature with variant selection
We created a clean, stylish and versatile product page that accommodates different variants, pricing and shipping options, etc. A smooth search function with filtering and sorting is important for an e-commerce store.
Users should intuitively get an indication that there are more product images. An easily accessible shopping cart makes the experience clear and transparent for the customer.
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