Micro Scooters – Commerce coordination and Magento site renewal
Project outline
Micro-Scooter Japan Corporation is the only official seller of “micro” in Japan, which was established by a Sydney-based Japanese mum with her Aussie husband who had a three years old girl in 2009. It was a family business for several years since it started. I joined as an Ecommerce manager / web designer at their Sydney office in 2016 and my responsibility was increasing revenues through all the online channels except in-store sales. There were a limited human resources in my team and I was playing multiple roles -web designer, marketing manager, project manager and front-end developer(Magento).
My role
Project Management, Research, UX Design, UI Design, Front-end Dev and Online Marketing
Tools
Magento, Photoshop, Illustlator, Mailchimp, Google Adwords and etc.
Kick off
With the initial research and consultation, I decided to start from refreshing the entire brand piece because it was looking dated and they couldn’t reach the right customers while their target is high-end consumers compared to other competitors.
Problem statement
Based on the information from the website and other online sales channels such as Rakuten, Yahoo and Amazon, I assumed each user approaches their platforms differently.
My idea was to centralize all the information in their main website and provide the different strategies to each channel as below.
- Website – Direct, SEO, SEM, Referral, Social, Newsletter
- Rakuten – Rakuten Sale, Seasonal Campaigns, Newsletter
- Yahoo & Amazon – Fast delivery (Popular products only)
Micro Japan online-sales channel
New website look 2016
UX moodboard
I researched onboarding best practise from other official sellers in different countries – Micro France, UK and AU.
Common themes:
- product design
- segmentation
- engaging and concise copy
- product training
- visual effect
- highlights features
Style guide
Products made in Switzerland and high design and performance. Therefore the price range is 2 times more than other competitors. To appeal to a wide range of age-groups from infant to adult without losing the high-end mood, I selected mono and pale tone as sub-colours to show images more beautiful. Imagery approach is engaging and often the main feature of the design. We wanted to be seen as the trusted business that helps its members to shop and get the best deals, not the cheap catalog discount website that our members thought they once were.
Works
Result
+143% Users and New Users Acquisition in a year.
+200% Sales via online sources
After renewing the website, I focused on SEO&SEM for the first 2-3 months which brought success most effectively.
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