Penny - Lyvra
E-commerce Platform for Penny Market and Lyvra (Romania)
PROJECT OVERVIEW
In response to travel limitations imposed by the public health situation and as part of their rebranding process, PENNY aimed to meet customers' needs by testing an online ordering service with home delivery.
PENNY partnered with Auto Total to launch Lyvra, an online grocery delivery platform. Starting in August 2020, customers in Bucharest and Ilfov could order from over 1,400 products, including PENNY's private label and promotional items.
As Mainstage Agency Bucharest's main client, PENNY tasked the agency with creating a distribution platform tailored to the Bucharest area.
Penny marketing and operational team
Overseeing the project's alignment with brand strategy and operational feasibility.
End users
Customers in Bucharest and Ilfov who would utilise the online ordering and delivery service.
Auto total (Lyvra)
Partnered to leverage their logistics expertise and fleet for efficient delivery services.
Mainstage Agency
Tasked with designing and developing the e-commerce platform.
THE PROBLEM
In 2020, PENNY aimed to adapt to the rapid changes in global commerce and the evolving consumer behaviors influenced by the public health situation. The primary challenge was to develop an online ordering and home delivery service that met customer needs while aligning with PENNY's rebranding efforts.
USER PAIN POINTS
In 2020, PENNY aimed to adapt to the rapid changes in global commerce and the evolving consumer behaviors influenced by the public health situation. The primary challenge was to develop an online ordering and home delivery service that met customer needs while aligning with PENNY's rebranding efforts.
BUSINESS OBJECTIVES
Expand Market Reach: Introduce an online platform to serve customers in Bucharest and Ilfov, tapping into the growing demand for e-commerce.
Enhance Customer Experience: Provide a seamless and convenient shopping solution to increase customer satisfaction and loyalty.
Align with Rebranding: Ensure the new platform reflects PENNY's updated brand identity and values.
PERSONA
To ensure a seamless and efficient platform, we identified and developed detailed personas representing the key users: the Customer, Provider, and Delivery Agent. Each persona highlights their goals, pain points, and motivations, guiding the design process to meet their unique needs.
THE CUSTOMER
Maria Ionescu • 33 • Bucharest
Manager at mid-sized company
Master Studies in Economics
Married with one child
Daily routine
Mornings are spent preparing for work and managing her child’s needs.
Uses lunch breaks to catch up on personal errands, browsing online for essential purchases.
Evenings are busy with family activities, leaving little time for physical shopping.
Goals
Save time by shopping online for groceries and household essentials.
Access fresh, high-quality products, including trusted PENNY brands.
Ensure seamless checkout and timely delivery.
Personality Traits
Pragmatic and efficiency-driven.
Cautious spender but prioritizes quality for her family.
Tech-savvy, comfortable with e-comm platforms.
Pain Points
Frustration with platforms that are difficult to navigate or have slow loading times.
Concerns about delivery errors or delays.
Limited options for scheduling deliveries during her available hours.
GOAL DEFINITION
Customer-Centric Shopping Experience: Provide an intuitive and efficient online platform that replicates the ease of shopping in a physical PENNY store.
Market Entry for E-commerce: Establish PENNY’s presence in the Romanian online grocery delivery market, catering initially to Bucharest and Ilfov regions.
Operational Efficiency: Streamline the integration between PENNY’s inventory system and Lyvra’s logistics to ensure real-time product availability and timely deliveries.
Customer Retention: Build loyalty by offering personalized promotions, reliable delivery, and a smooth user experience.
USER FLOW
The user flow was carefully designed to ensure an intuitive and seamless journey, guiding users effortlessly from product discovery to checkout while addressing the needs of all key personas.
VISUAL GUIDELINES
The visual guidelines for the platform were crafted to align seamlessly with the PENNY brand identity, ensuring a consistent and engaging user experience. The font AKKO for PENNY was chosen for its clean, modern, and approachable style, reflecting the brand's focus on accessibility and simplicity.
Heading & Body text
AKKO for Penny
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvxyz
123456789 / !@#$%^&*()-=
Font size
14
14
24
24
24
Regular
Medium
Bold
Bold Italic
Black
Line height
150
Secondary Font
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvxyz
123456789 / !@#$%^&*()-=
Font size
14
16
Regular
Medium
Line height
150
#00a190
#FDC800
#00A190
Your favorite groceries, just a click away
HOMEPAGE
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Product page
Product category page
Orders page
Promotions page
