Castorama.pl

Web & Interactive
Client: Castorama Poland
Year: 2015
Services: Visual Strategy, Website Design, User Experience Design Mobile Design

Castorama is the biggest home improvement chain store in Poland (70 locations). Redesign of castorama.pl included both functional and technical aspects, but also a visual change. We were responsible for visual design and parts of user experience design.

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Discovery

Brand image

Castorama Polska supports customers in improving their homes by aligning its action with motto "Better homes, better lives", providing them with, among others, easy access to a wide range of products for construction, renovation and furnishing of apartments and a rich assortment of garden related products. Moreover, the company stands out in the market thanks to the professional support provided by the customer advisors and promotes a proactive approach in creating its environment. The increasing need to create house of tomorrow, without psychological or technical barriers, requires solutions to be simple, more accessible, and always reliable.

Castorama brand is perceived trough image of:

  • specialty store (for professionals, builders, repair businesses, home decor);
  • DIY store - introducing customers into DIY world (self-repair and renovation);
  • professional assistance and reliable service with in-store advisors.

Challenges

  • Brand image update
  • Consistency in brand’s visual communication
  • New e-commerce sales channel
  • Support offline sales

Communication priorities

Sales communication and brand image support.

  • Visually engaging hero banner with promoted content.
  • Big search bar on the blue background attracts the eye of the user.
  • Icons in the main menu support technical brand image.
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  • Clean product presentation, containing only a picture, name and price.
  • Presentation on white solids with a gray background, visually sets product apart.
  • Design mostly in the style of sharp lines / hard edges.
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Support user before and after purchase.

  • Use of engaging pictures in inspiration and advices sections.
  • Use of the image of the real in-store advisers.
  • The presentation of products in use (additional photos and arrangements).
  • Help sections with advisors, questions and discussions.
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Color scheme and typography

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Over 100
dedicated icons

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Over 190 layouts

3 responsive breakpoints and dedicated mobile version

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Photoshoots of in-store advirsors and store interior

Creative supervision over photoshoots for 30 employees and 9 major in-store departments (total of 4 shooting days). Bartek Kozlowski was responsible for production of the photoshoots.

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Effects

Bounce rate

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Overall decline of 26%
in mobile segment of 30%

Engagement (deeper visits)

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Overall increase of 9%
in mobile segment of 10%

Engagement (longer visits)

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Overall increase of 10%
in mobile segment of 12%

Loyalty (more frequent visits)

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Overall increase of 6%
in mobile segment of 15%

The above data shows the effects of a complete redesign, during which we were responsible for visual design and elements of user experience design. The improvement of KPI’s was also influenced by a number of functional and technological changes.

Behind the scenes

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Castorama mobile app
Castorama Ogród