About the client
Kettner Edelmetalle is one of the largest precious metal dealers in Europe with an assortment of over 1,000 products and 160,000 customers. In addition to the online store, Kettner-Edelmetalle operates a successful YouTube channel with over 270,000 subscribers (as of April 2023) with valuable tips & tricks on the subject of precious metals as well as socially critical topics.
About the project
The relaunch of Kettner-Edelmetalle's new online store focused on two key goals.
The first priority was to develop a well thought-out concept in order to be able to address every type of user with the online store in the future. Visitors want to buy precious metals for many different reasons and initially find it difficult to find their way around the large product range. The online store learns with every call of the same visitor and displays more and more products that are interesting for the visitor.
On the other hand, a new design was to be created, which would ensure a serious and modern appearance and at the same time be structured in a way that would be strong in sales and conversion.
Responsive components for a personalized home page
To optimize the user experience, each store visitor's home page is personalized based on products already viewed and purchase history.
The individual components of the home page were designed individually so that they work in any combination with each other and provide information in different sizes accordingly. This way, the space is optimally utilized and users are offered a unique experience.
First wireframes, then design
By creating wireframes before the design phase, I took a structured approach to designing the new online store.
The creation of wireframes helps to plan the basic layout and functions of an online store and to agree on them with the customer.
This allows problems to be identified and fixed in advance, leading to a better user experience later on.