Product design
Branding
UX/UI
Value proposition
Butik is an online platform that acts as a marketplace for household services and products. It helps users track their household expenses and find ways to save money efficiently. Through a private, user-friendly area on the platform, people can easily manage their household budget, view their spending, and quickly access and hire various services. The platform is designed to be simple, flexible, and smart, making it easy for users to control their finances and make informed decisions about the services they need.
The goal
The goal of this project is to develop a new brand from the ground up, starting with thorough market research to understand customer needs and industry trends. Based on this research, we will create a comprehensive brand strategy and design a Brand Book to define the brand's identity, values, and messaging. The project also involves designing a digital marketplace that offers energy, telecom, and home services, including the complete UX/UI design for a smooth user experience. Finally, we will create a Design System to ensure consistent and cohesive design across all touchpoints.
UX research
Throughout the project, we dedicated significant time to research to ensure the product stayed aligned with user needs and the demands of a complex industry like energy and telecommunications. This was especially crucial given the lack of direct competitors in the Spanish market offering a fully integrated suite of household services.
Our research approach included user interviews, sector benchmarking, and usability testing. Usability tests played a particularly important role. Engaging directly with users allowed us to evaluate a custom-designed onboarding process for a new service sales model. These sessions helped us uncover unmet needs and refine the offering to make it more appealing to a broad user base.
The digital product
The digital product consists of two main areas: a public-facing website, where users can explore the brand’s products and services, and a private area, where they can manage the services they’ve subscribed to.
In addition to these core sections, the product includes several contracting flows: a configurable contracting form that allows users to add multiple services, a form for unbundled offers, and dedicated forms for individual services such as electricity, gas, internet, and mobile plans.
Information architecture
One of the first steps we took was to define the information architecture and establish the navigation structure of the digital product.
The public website
The public website is focused on selling the brand's products and services, as well as promoting Butik's values and attributes. In this part we work closely with the client's CRO and marketing teams.
The private area
The private area is designed to help users efficiently manage their subscribed products and services. It allows them to track consumption over time, receive personalized savings advice, and explore recommendations for additional services. Users can also extend or reconfigure their existing contracts, submit electricity and gas meter readings, activate new mobile lines, and access the help center to resolve any issues.
The main challenge was to design an experience that made these tasks intuitive and seamless, while providing clear insights into usage and proactive suggestions that add value for the user.
Product detail page
On the product page, users can navigate through their contracted services using a dedicated menu.
Each product page features consumption graphs that allow users to track their usage over time.
The private area includes a main navigation menu with the following sections: Home, Help Center, Settings, and Discover, where users can explore and subscribe to new services and products.
Home page
On this page, users can access the notifications center.
The home page displays notifications and alerts related to product status, such as bill payments, consumption updates, and commercial advice.
Users also have quick access to their contracted products. Clicking on these product cards takes them directly to the relevant product page.
Consumption history
Users can view the evolution of their consumption through interactive graphs.
They also have access to detailed, date-ordered information for deeper insights.
Product Subscription Processes
The digital product includes the contracting processes for products and services, such as a configurable form for adding additional services, a form for unbundled offers, and individual forms for each service: electricity, gas, internet, and mobile plans.
Integrated offer configurator
When a user wants to contract multiple services in a single process, they can do so through the configurator. Initially, they are asked a few questions to filter their profile.
Based on their responses, service package recommendations are provided.
If users prefer to configure services manually, the menu guides them through the process, displaying the contracting status of each service.
Additionally, the help center phone number is accessible throughout the contracting process for assistance.
Add more services during contracting
Once a user completes the process of contracting a product, they are presented with a screen inviting them to add additional services. The user can choose to finalize the purchase at any time.
This card provides an option to begin contracting another service if desired.
The section also displays the total cost and includes a clear call-to-action (CTA) to complete the purchase.
