The DIY and decorating stores Leroy Merlin help improve housing and living environment. We help Leroy Merlin enhance digital innovations to bridge the gap between offline and online shopping experience

The DIY and decorating stores Leroy Merlin help improve housing and living environment. We help Leroy Merlin enhance digital innovations to bridge the gap between offline and online shopping experience

Briefly

In 2016 Leroy Merlin Russia decided to go mobile. We came to help them inspire and support Leroy Merlin customers during renovation works and help create a modern suitable omnichannel user experience. We launched an MVP in 6 months. Covering complicated m-commerce functionality, we provide a continuous development process to reduce time to market for AR/VR/AI based features and make possible to take data-driven decisions in the fastest way.

Challenge

Online shopping has a major pitfall — you can’t try on the thing you like, see what the item will look like in real life. With DIY-retail assortment you have even more restrictions, you simply can’t ‘try on’ furniture and decor, even in real shops. We had to simplify the process of shopping and minimize the risk that the item won’t fit into the limited space or won’t match the interior.

Mobile app architecture

Our task was to redesign the existing version of the app and add new functionality. After a complex analysis and UX-research, we have discovered the main problems. Thus, the complex hamburger menu and three-level catalog led to a low effective search. Some features had no priority, which led to customer disorientation. In addition, there was a high Bounce rate due to the complicated form of order. So we designed a like-for-like product with a scalable interface, based on the yearly backlog. This gave us an opportunity to easily add new functionality in the future and optimize quick purchase CJM.

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AR and 3D experience

We created the mobile application with AR technology, that gives the user an opportunity to try on the goods without the delivery or going to the shop. The application projects the 3D image of the item with the help of mobile device camera on the surface. It shows the image as the 3D model on the gadget screen. All items are shown in real sizes, and textures. In this way, using AR technology for trying on furniture gives absolutely new, improved user experience.

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AR Solution

There are many different AR solutions, but we decided to stop on Apple ARKit because of native framework advantage. It takes a lot of effort to make augmented reality models for all products at once. At that point we faced a challenge — the new AR-models could appear in the app only with the new release. The team “runs” sprint every two weeks, but not every sprint ends up with a release of a new version. Since we didn’t want to have a delay with new 3D models, we implemented a middleware solution that allows uploading new models without updated version release.

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Results

More than one-third of sales of major retailers come from smartphones, and young adults are using smartphones as the main gadget for online shopping. Creation of mobile application was a logical task for a retailer. Started in 2016, we have come a long way together with an amazing Leroy Merlin team. We had created a new product strategy and an excellent user experience for the largest European DIY retailer. And we still have lots of versatile and ambitious plans. Stay tuned.

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Nullgravity is our partner in creation and implementation of a digital innovations strategy. I am pleased both with the competent management and the strategic vision of the team. While working on the AR application for Leroy Merlin, the design and development stages went smoothly, the product was launched in a short time.

Denis Otrubyannikov
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Leroy Merlin, Product Manager
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Design

A/B Testing
Art Direction
UI Animation
UI Design
Interface (UX) Architecture
3D Design & Rendering


Product Development

Product Analytics
Usability Testing
User Research


Engineering

Integrations & Middleware 
iOS Development
Android Development
Quality Assurance
Technical Strategy
API Design
Systems Architecture
Agile Frameworks
Augmented Reality


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