Methods: briefing, market research, personas, user journey, benchmarking, wireframes, information architecture, high-fidelity prototyping

Tools: Figma, Google Sheets, Jira

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Context

Derme is a company specializing in flexible coverings, known for their lightness, economy, possibility of backlighting and versatile application in different environments. In addition to serving end consumers, Derme also operates in the resale market, which posed a strategic challenge: to create an e-commerce store integrated with Shopify that would not compete with its resellers, but would function as a channel for establishing partnerships with architects and affiliated professionals.

Research and strategy

We began the project with a series of meetings to gain an in-depth understanding of the product, Derme's positioning and the business objectives. This stage was essential for aligning expectations and identifying specific market opportunities.

Market research and personas: we carry out a detailed analysis of the market to map competitors and study their behavior. Based on this, we create personas representing the desired clients, considering architects, interior designers and end consumers interested in the versatility of coverings.

Benchmarking: we investigate aesthetic and functional references to understand the preferences of target customers and inspire solutions in line with usability and design expectations.

Development and Design

With the strategic bases defined, we move on to planning and executing the store's design.

Wireframes and information architecture: we create wireframes to organize the site's structure and information architecture. We define the navigation flow and map out the customer's journey, from entering the store to conversion, ensuring an intuitive and functional flow.

High-fidelity prototyping: we developed detailed prototypes that integrated Derme's existing visual identity with clear art direction and interaction guidelines. We paid special attention to the mobile version, considering that, during the research, we identified that many accesses to the site would be made directly from construction sites, via smartphones.

The end result

The project was successfully completed, delivering an elegant and functional online store that not only reflects Derme's identity, but also strategically meets its business needs. The new platform converts leads into loyal customers and strengthens partnerships with architects and affiliated professionals, without compromising the relationship with resellers.