An interior designer drawing on a floor plan on his desk

Värisilmä

A click away from inspiration

Värisilmä specializes in interior surface materials and is Finland’s leading chain in the industry. With a complete service renewal, Värisilmä is now able to serve its customers online comprehensively with both content and the web shop centralized under one address.

Värisilmä.fi in a nutshell

1

Why?

Värisilmä’s digital presence was scattered and content needed to be centralized and unified.

2

What?

A renewed, visually inspiring website and web shop that adapts to mobile and conforms to the chain’s marketing and communications.

3

Then what?

Everything essential under one roof and on a new platform that turns the web shop into a veritable business.

A web shop catering to all of Finland

Our main goal was to make our client’s website a veritable online business and to renew Värisilmä’s channels to correspond with modern requirements and to serve customers online as well as possible.

We wanted to gather all content into one place to make everything easily findable and to make tracking possible through analytics. We also unified the visuals to keep the brand recognizable from one channel to the next. One of the challenges of the project was the fact that Värisilmä stores around the country are independent, with separate owners and interests, while Väritukku is in charge of marketing for the entire chain.

Värisilmä desktop and mobile

 

Participatory methods and golden realizations

We wanted to build a web service that would be as inspiring and informative as a visit to a brick-and-mortar shop.  At the same time, we wanted to make the customer experience a smooth as possible by offering users relevant information during each of the different phases of the purchase journey.

Combining brick-and-mortar with the online shop is specifically what made the renewal of Värisilmä.fi such an interesting project. At the beginning of the design work, the model user journeys were broadened to include other online interior decoration content as well as offline experiences. We included a very versatile group of people including, for example, Värisilmä retailers, in the modeling work to get a comprehensive idea of what was needed. Inspiration and ideas, product information and price comparison, visits to the shop, renovation tips, buying and after-care were all seen as separate points in a customer journey, and we aimed to make linear models of customers’ paths both in-store and online. The point was not to finish off the customer journey at a purchase transaction, but rather use this as a starting point.

We found content to be important especially for inspiration, practical tips and after-care. Värisilmä already had high-quality content that was migrated to the new varisilma.fi. During the design phase we also thought up new content units to complement what was already there.

Värisilmä.fi was implemented in WordPress, using WooCommerce for the web shop. In addition the site has numerous back-end integrations that help product information, payments, warehouse balances, shipping information and everything else work seamlessly and leave as little as possible to manual maintenance.

But wait – there’s more!

In the first phase of the project we built a well-rounded and inspiring web shop that invites customers to dive into the world of Värisilmä. All content is now housed under one roof that includes current news and blog posts, new products and useful installation tips. The website also allows access to user paths thanks to methodical tracking, and Väritukku can use this information to highlight the most important content each season.

On top of all of this, individual stores are getting their own websites soon and there are some bigger renovations in line for next year as well!

Competences

  • Strategy & business design
  • Service design
  • User experience design
  • Visual design
  • Development

Technologies

  • WordPress with WooCommerce
  • Verifone BlueCommerce
  • Product integration
  • Payment integration
  • Warehouse balance integration
  • Shipping integration