Digital Transformation
& Brand New E-Commerce

Jerónimo Martins Group is a Portuguese company established in 1792. With an international presence, it owns multiple brands. One of Jerónimo Martins Group brands is Hebe - the second most popular drug store in Poland.

Hebe is one of the favourite brands of millions of Polish women. Flying Bisons were chosen by Jeronimo Martins Drogerie i Farmacja as a partner to transform offline services intoe-commerceand digital experiences for millions of customers.

Abstract
  • Touchpoints

    Less than two months

  • Goal

    To successfully launch brand newe-commerce.

  • Industry

    Retail (Cosmetics)

  • Scope

    Discovery, Strategy, User Experience, User Interface, Quality Assurance

  • Technology

    Strategy, UX & UI Design

  • Partners

    Jeronimo Martins Drogerie i Farmacja Sp. z o.o.

  • 01
    The Challenge

    Brand new e-commerce

    Digital Transformation is a very complex and challenging process but done well, it has the potential to redefine the future of the company. We were given the challenge of creating brand newe-commercefor one of the top brands of Jeronimo Martins Group - Hebe.

  • 02
    THE PROCESS

    Digital transformation

    We were proud to be involved in this project from the very beginning. Along with Hebe’s partners, we were responsible for the Discovery, Strategy, Design and Quality Assurance of the new platform.

  • 03
    THE RESULTS

    E-commerce launch

    We worked together with Jeronimo Martins Drogerie i Farmacja to create brand newe-commerce. We based our design and business decisions on qualitative and quantitative data, and believe that the outcome meets all users’ expectations and requirements.

Cosmetics

Digital Transformation &
Brand New E-commerce

THE CHALLENGE

Jeronimo Martins Drogerie i Farmacja Sp. z o.o. wanted to enhance its digital presence and boost online sales. Hebe, one of the most popular drugstore brands in Poland, until now had a content only website. We collaborated with Hebe on the challenge of their digital transformation.

How it all started?

THE REQUEST FOR A PROPOSAL

As Flying Bisons, we were proud to have the opportunity to work with Hebe. We took on the challenge of digital transformation together to create a brand newe-commercesystem, with a bespoke user experience at the heart of it. We believe the way we work, and result-oriented proposal helped us to beat other companies in the pitching process. Ultimately, it’s always about business and delivering results.

Understanding Customers

DISCOVERY PHASE

Great businesses are built on great experiences. To make these happen, we always start with understanding users’ motivations, needs, pains, goals, and behaviours. Although our focus was on digitising offline services, we wanted to provide a first-class, consistent experience across all channels.

Chart

Google Analytics and CRM Data Analysis

QUALITATIVE RESEARCH
Chart

Based on qualitative research, we created a great mental model. Based on all the insights gathered in the discovery phase, we defined the essential user flows and patterns, which allowed us to move to the next stages with the least possible risk.

Product Categories,
Filters, Badges and More

INFORMATION ARCHITECTURE

Defining the Scope and Content
of the E-commerce

THE SITEMAP

Even though Hebe.pl was just a content site, it consisted of dozens of subpages. Before we started creating any sketches, we organised and prioritised the scope of the platform. We had to add multiple pages related toe-commerce, and on the other hand, we wanted to remove many of the pages that had the fewest views. That enabled us to minimise time and costs, as well as keeping the focus on the things that mattered most.

Photo

Defining Essential Subpages and the Interaction Design

WIREFLOWS

Many designers start the design process with sketching, and then jumping to wireframes. We believe there’s an essential step that cannot be skipped: the wireflows.

Wireflows

Wireflows are very basic sketches of screens and how they relate to other screens. Based on these, we can define processes, interactions, and red routes.

Exploring Categories
& Products with Ease

NAVIGATION & CATEGORIES

How could we present and display all of the product categories? We also defined unique collections for all of the main product categories, so that we could provide users an easier way of exploring top offers.

Sections

Wireframes

USER EXPERIENCE

To provide the highest quality service, and to minimise the project’s risk, we always divide the design process into two main activities: wireframing and user interface design.

Wireframes

We created over a hundred unique screens for mobile, desktop, and tablet devices. All of the design decisions were based on our findings from the previous stages, especially the research stage.

Beauty
Visual Design

USER INTERFACE

A picture is worth a thousand words... And so is great visual design. We believe it’s a vital element of the success of a product. Once we’d been through the entire product design process (Research, Strategy, Information Architecture), the visual design was the cherry on the top.

User Interface User Interface
Smartphone
Smartphone
Smartphone
Smartphone

Over the past month, we have been doing internal and external user testing. The feedback about the design, navigation, intuitiveness, and ease of use has been extremely positive. The work they produced, the ideas they had, and what we were able to put into practice so far is really positive.

Francisco de Almeida

Francisco de Almeida

E-Commerce Director at hebe