A tailor-made ecommerce solution for a bespoke footwear brand
EAE led the relaunch of Undandy’s eCommerce platform which included designing a branded customer experience and building new technical capability that could meet the demands of a high-growth business. After intense months of working side-by-side with the client, we developed a new bespoke e-commerce system based on Magento 2. It offers unparalleled scalability and a unique design that truly reflects and enhances Undandy’s brand. The new platform allowed to automate and optimise several key business processes and gave Undandy more control over its eCommerce activities. As their trusted partner, EAE continues to support Undandy in operating the platform and developing new features to enhance both customer journey and business processes.
Undandy initially launched with a small online shop on Magento 1 which was enough to validate their business model. First orders started coming in, and from a little, over 100 they grew to 1500 orders per month in the course of a year. The existing platform quickly started reaching its limits and couldn’t support the increasing demands anymore. One of the biggest problems was the shoe customizer feature: built on a 2D SaaS configuration engine it gave little control over order processing and user experience. With the business’s rapid growth and the rising need to develop a more mature and distinguished brand narrative, it was time to go for a brand new eCommerce solution.
We began with a design thinking workshop where together with Undandy’s team we discussed the design and business challenges, prioritised requirements, and defined project objectives. Apart from overcoming the technical limitations of the current platform, Undandy wanted to rethink its customer journey from the ground up, as well as better articulate its brand and ethos. With that in mind, we proposed a new UX and UI concept which reflected the brand narrative, along with an updated technology stack that involved migration to Magento 2.
In the course of the next months, we migrated all inventory from the older version of Magento 1 to Magento 2, including the detailed history of all orders and customizations up to date. Together with a 3D development partner, we built a new 3D rendering engine that offered a more easy-to-use, on-brand user experience, and fully integrated it into the new eCommerce platform. The new platform also allowed us to develop a user-friendly backend panel that provides the company staff with a wide range of tools for order management, marketing, reporting, and further customization. Finally, we implemented several external integrations that helped Undandy to streamline its business processes - such as Primavera for automatic invoicing, Zendesk for live customer support, Salesforce for CRM, and others.
The new, technically mature eCommerce platform enabled Undandy to create a unique customer experience through immersive branding and interactivity and gain full control over their eCommerce business operations. On the customer end, we added more brand touchpoints such as a fully integrated company blog, the manifesto, collections of made-to-order shoes, as well as dramatically improved the experience of creating unique shoe designs on mobile and desktop. On the business end, we automated several processes (invoicing, factory requests, shipping) and created a convenient admin panel that helps Undandy manage its business operations more efficiently. As a result, the time customers spend on the website increased by 60%, while the average order value grew by 20%.
