Penny X Lyvra
E-commerce Platform for Penny Market and Lyvra (Romania)​​​​​
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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.​
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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.
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PROJECT OVERVIEW
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:​
Limited Access: Customers faced restrictions in visiting physical stores due to health concerns and mobility limitations.
Lack of Online Presence: PENNY did not have an existing e-commerce platform, limiting customers' ability to shop remotely.​
Demand for Convenience: There was an increased need for a reliable and user-friendly online shopping experience with efficient home delivery.
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.
PENNY's Marketing and Operational Teams:
Responsible for overseeing the project's alignment with brand strategy and operational feasibility.
Auto Total (Lyvra):
Partnered to leverage their logistics expertise and fleet for efficient delivery services.
Mainstage Agency Bucharest: Tasked with designing and developing the e-commerce platform.
End-Users: Customers in Bucharest and Ilfov who would utilize the online ordering and delivery service.​​
USER PERSONAS
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.
Maria Ionescu (​​​Age: 25-55)​
Location: Urban - Bucharest and Ilfov
Occupation: Manager at a mid-sized company​
Family Status: Marries with one child (3 yo)​​
Education: Bachelor Degree in Economics
THE CUSTOMER
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.
Personality Traits:
Pragmatic and efficiency-driven.
Cautious spender but prioritizes quality for her family.
Tech-savvy, comfortable with e-commerce 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.
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.
Andrei Popescu (​​​Age: 25-55)​
​Location: Urban (Bucharest and Ilfov)​
Occupation: Operations Manager at Penny
Family Status: Married with two children
Education: Bachelor Degree in Economics
THE PROVIDER
Daily Routine:
Starts the day by reviewing inventory updates and sales reports.
Coordinates with PENNY's teams to ensure product availability and updates on the platform.
Resolves logistical challenges like delayed shipments or peak-order surges.
Monitors delivery agent performance and customer feedback
Personality Traits:
Organized and detail-oriented.
Problem-solver, thrives under pressure.
Values efficiency and teamwork.
Pain Points:
Managing discrepancies between online inventory and in-store stock
Handling high order volumes during peak hours or promotional campaigns.
Balancing operational costs with quality service delivery.
Goals:
Ensure real-time accuracy of inventory on the e-commerce platform.
Streamline logistics to minimize delivery times.
Provide consistent and reliable service to build customer trust.
Mihai Neagu (​​​Age: 28)​
​Location: Urban (Bucharest and Ilfov)​
Occupation: Freelance delivery driver
Family Status: Single, no children
Education: High school graduate, vocational training in logistics and transportation
DELIVERY AGENT
Daily Routine:
Starts the day by checking assigned deliveries on the Lyvra logistics app.
Plans an efficient delivery route based on orders and traffic conditions.
Delivers groceries, ensuring accuracy and timeliness.
Updates the app with delivery status after each order.
Personality Traits:
Punctual and customer-focused.
Problem-solver, adept at handling delivery challenges (e.g., traffic or incorrect addresses).
Energetic and adaptable, comfortable working long hours.
Pain Points:
Traffic congestion in urban areas causes delays.
Lack of detailed delivery instructions can lead to confusion or inefficiency.
Handling customer complaints during order discrepancies or delays.
Goals:
Complete assigned deliveries on time while minimizing travel distance.
Ensure accurate and efficient handovers to maintain customer satisfaction.
Optimize daily earnings through efficient route planning and performance.
GOAL DEFINITION
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Customer-Centric Shopping Experience: Provide an intuitive and efficient online platform that replicates the ease of shopping in a physical PENNY store.
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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.
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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
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