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Boyner Online Redesign

Customer
Boyner
Project manager on the customer side
Cihan Yildiz
CIO
IT Provider
Boyner Büyük Mağazacılık A.Ş.
Project timeline
October, 2022 - May, 2023
Project scope
5 automated workstations
Goals

Boyner strives to provide an exceptional experience, extending beyond physical stores to digital platforms, focusing on customer experience in retail. We’ve introduced multiple innovations to bring our traditional store experience online throughout ensuring customers have an enjoyable shopping journey. The Online Redesign Project plays a crucial role in this shift. By replacing traditional banners with dynamic, visually engaging widgets, we aimed to replicate the stores' atmosphere online. Utilizing the CMS platform on the homepage, we offered customers visual and video content along with product, brand, and category suggestions. The main goal is to provide a visually rich and captivating experience on digital platforms, ensuring customers enjoy a seamless shopping journey from the website entry to order completion. Through redesigned interfaces and user experiences, the aim is to mirror the dynamism and appeal of Boyner stores in the digital sphere. The project doesn't just enhance the shopping experience; it elevates the entire journey from beginning to end.

Project Results

We opened the new website to users with a 1% traffic rollout in April, carefully scrutinizing user experiences and implementing changes in increments of 10-30-100% over two weeks. Upon reaching 100% traffic on the website, we swiftly transitioned the mobile app to version 7.0.0. Within the project scope, we achieved a 164% increase in revenue and a 35% rise in site navigation time. Innovations included style recommendations, displaying discount codes in the cart, advantageous shopping opportunities, special occasion reminders, detailed shipping and return information, and integration of the Bobo Chat bot.

The uniqueness of the project

Online Redesign project initiative stands out as a revolutionary project reshaping the digital experience, completely redefining the shopping journey. One of the most striking aspects of this project is to aim recreate the traditional in-store ambiance of Boyner.com.tr and its mobile application within the digital landscape. This shift ensures customers experience a seamless shopping journey from their first entry on to the website until they finalize their orders. Additionally, personalized shopping experience enhancements, such as style recommendations, chat with the digital assistant Bobo, and special occasion reminders, aim to surpass customer expectations. Another stand out feature of this project is incorporation of product reviews and evaluations, enriching the shopping experience by empowering users with more information about the products, strengthening their purchasing decisions. Moreover, the phased transition of the website, examining user experiences and data, resulting in a complete renew, is an exciting part of this groundbreaking project.

Used software

- - React Technology

- - Content Management System

Difficulty of implementation

The shift from conventional banner-based structures to a dynamic framework with visually engaging widgets required meticulous online interface redesign. Adopting React technology for a comprehensive website rewrite brought technical intricacies while ensuring smooth navigation and performance. Integration of a Content Management System (CMS) was crucial. Providing personalized experiences like style suggestions and user-friendly discount code applications required intricate algorithmic configurations. Renewing product search, category systems, and implementing rapid filtering involved intricate backend modifications for efficient access to desired products. Synchronizing website upgrades with mobile app versions demanded seamless backend coordination, rigorous testing, and efficient deployment to maintain consistency across platforms. Overall, infusing experiential retail into digital spaces involved technical intricacies in website development, content management, user experience enhancements, and seamless cross-platform transitions.

Project Description

Boyner, as a pioneer in experiential retail, is focusing on enhancing the experience not only in its stores but also on Boyner.com.tr and its mobile app. Innovative changes are being made in Boyner.com.tr and the mobile app to transfer the experience-focused practices from the stores to e-commerce and mobile platforms.


To recreate the captivating displays and atmosphere from Boyner stores on online platforms, a shift was made from the traditional banner-based structure to a dynamic framework supported by visually and content-rich widgets, primarily on the homepage. This transition included the implementation of a Content Management System (CMS) platform, offering visual and video content, product, brand, and category recommendations, especially on the homepage.


The website, entirely rewritten using React technology, underwent design and capability changes. The goal was to ensure a smooth shopping experience from the moment users enter the site until they complete their orders by emphasizing content management to highlight different areas, encouraging user engagement with features like product reviews, and enhancing the overall user experience.

Improvements in product search, a renewed category system, and rapid filtering facilitate efficient access to desired products throughout the shopping journey. Additionally, a quick filter area was added to enable users to swiftly apply different filters consecutively and find the products they're looking for.


Numerous enhancements were introduced for a personalized shopping experience, addressing Boyner's crucial aspect for its customers. Features like style suggestions, chat with the digital assistant Bobo, special occasion reminders, size recommendations based on reviews, simplified use of discount codes, and detailed product descriptions contribute to an enjoyable shopping experience.

The customization of the shopping experience, including order placement, evaluation, and card saving features, plays a significant role. The redesign movement aimed to reflect the energy and image of Boyner stores on to the online platform, aiming to increase time spent, conversions, and satisfaction by enhancing user attention on the homepage, facilitating access to the right products, providing accurate product information, enabling easy purchases, and improving follow-up processes.


Product evaluation and review features were added to convey essential information to users, aiming to increase conversions. This feature includes information like product ratings, photo reviews, and clothing size suitability based on user-provided information.

Initially launched in April, the new website was introduced to 1% of users, gradually transitioning to 10-30-100% within two weeks based on user experiences and data analysis. Upon reaching 100% traffic on the website, the mobile app transitioned to version 7.0.0 in May.

Project geography

The project's geography spans across both physical and digital landscapes. Boyner's initiative to enhance the retail experience extends from its physical stores to the digital realm encompassing Boyner.com.tr and its mobile application. The project involves the physical store locations where experiential retail practices were originally established. The transformation seeks to replicate the captivating in-store displays and ambiance onto the digital platform, transcending physical boundaries and geographical constraints. Here, innovative changes and enhancements are being implemented to seamlessly translate the unique in-store experience to e-commerce and mobile platforms. Hence, the project's geography spans the physical locations of Boyner's stores, aiming to mirror their ambiance digitally, alongside the digital spaces of Boyner.com.tr and the mobile app, where the project's innovations and improvements are implemented to enhance the overall customer experience, regardless of geographical boundaries.

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