Voila
Voila is a bakery brand with a high conversion rate on Instagram, however the user experience when making a purchase could be improved and increased if it had an online store that allowed Voila to tell more about he quality of their products, motivate purchase and at the same time promote users to request personalized quotations.
Problem
Voila had a strong presence and high conversion rates on Instagram, but lacked a single channel to centralize the purchasing experience. The absence of an online store limited full product display, made personalized quotation requests harder to manage, and created friction when moving users from social media to a more structured buying environment.
Objective
To design an online store that would allow Voila to clearly and attractively showcase its product catalog, facilitate the purchase process, and enable personalized quotation requests, with the goal of improving the user experience and increasing conversion beyond Instagram.
Insights
- Users were already familiar with the brand through social media, so they expected a visual experience aligned with that first touchpoint.
- The purchase process needed to combine standard catalog products with custom orders, requiring a flexible flow.
- Purchase decisions were strongly influenced by visual appeal, brand trust, and clarity in the quotation process.
Pain Points
- Complete dependence on Instagram as the only sales and contact channel.
- Friction in the custom order process due to the lack of a clear structure for quotation requests.
- Limited visibility of the full product catalog in a single, centralized space.
Design Decisions
- An information architecture was designed to support both direct sales and personalized quotation flows.
- A visual experience aligned with the brand’s identity was prioritized to transfer the trust built on Instagram to the web environment.
- The experience was designed with a mobile-first approach, considering that a large portion of the initial traffic would come from social media.
Sitemap
User Flow
Wireframe
UI Kit
Look & Feel
Mobile UI
Desktop UI
Outcome
An online store was created to centralize Voila’s experience, making catalog exploration, direct purchasing, and personalized quotation requests easier. This improved the usability of the overall process, professionalized the sales channel, and established a solid foundation for scaling conversion beyond Instagram.