Styley: a new B2B space

Styley: eco-cool plants with spicy messages

Among the 4 brands of the RUN Better group, Styley offers trendy customizable plants with original messages. Thanks to their succulents or cacti with zesty messages and their pots with original designs, they add style to your home while being eco-responsible.

Potted plants are created, customized, potted and shipped by hand from their workshop in Chantilly, France.

Creation date

2015

Sector of activity

Fashion and accessories

Technologies used

Project skills

Design
UI/UX
Front-end development
Development back
Project management

A double objective!

Before the redesign, a Companies page presented offers for companies: the cactus bar and corporate gifts, mainly aimed at customers, partners and employees (B2C).

There was no B2B space for professional customers (resellers), despite a distribution business model based on professional resellers.

With this in mind, and in order to improve its site, Styley had a twofold objective:

Understanding personas to refine needs

To define the scope and refine the requirements, the project began with a UI/UX workshop to define personas. These fictitious representations of the main customers are essential to a good understanding of the target's needs.

At the end of this workshop, two personas were identified: one a reseller, embodying a B2B user, and the other a communications manager, embodying a corporate target.

Based on these elements, the new tree structure was defined and the functional requirements specified.

A stylish before-and-after!

An agile methodology

Thanks to an agile working methodology and close collaboration between the Styley and Smotly teams, the project was carried out following the key moments of project management:

A needs definition workshop: briefing, presentation of the company, existing situation and definition of the technical and functional scope.

Collaborative creative workshops: starting from the initial need, the pages to be created were mapped out in accordance with the web design already present on the site, while creating a fluid and simple customer experience.

Integration in line with validated mock-ups in a pre-prod environment, so as not to impact the online site and secure Styley's e-commerce activity.

An acceptance phase carried out by the Smotly and Styley teams for end-to-end quality control, from new pages to placing an order.

100% customized B2B space

As the Styley model is based on resellers, it was essential for professional customers to have their own space in order to benefit from the same favorable conditions.

Several elements had to be modified only for connected pro customers, without impacting the information present for traditional B2C and non-connected B2B users.

Pro customers now have :

a price specific to their customer type on all catalog products
an adapted product sheet presenting the necessary pricing information, i.e. purchase price excluding VAT and recommended resale price
payment by bank transfer
special delivery charges
a customer account that includes their order history and the ability to place the order of their choice in just one click!

A minimum quantity requirement has also been introduced, requiring customers to add a minimum of 20 products to their basket before validating it, with alerts in the basket and checkout if the requirement is not met.

The project +

The final word?

The Smotly teams were able to support us in our web development needs. They understood our requirements and proposed coherent and appropriate solutions.

Available, responsive and attentive, we congratulate the teams on their commitment and patience.

Alain LEYRAVOUX
CEO - Co-founder

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