We built a digital platform around various user scenarios.
One of the key features of the project was support for multiple user scenarios.
A new visitor can get acquainted with the brand, explore the assortment, read expert articles, and review educational materials. After registration and confirmation of specialist status, the user gains access to the professional section of the site with extended functionality.
As a result, the platform combines several areas of the company's work at once:
- public brand website;
- online store;
- specialist personal account;
- educational platform;
- corporate content management system.
It is this architecture that made it possible to combine B2C and B2B scenarios without the need to maintain several separate projects.
Online Store as Part of a Unified Digital Ecosystem
We deliberately rejected the classic product catalog model. Instead, the online store was integrated into the overall platform architecture, where each section is logically connected to other services.
The user can sequentially go through the entire path of interaction with the brand: get acquainted with the products, study specialist recommendations, proceed to placing an order, and subsequently manage their purchases through the personal account.
Within the online store, the following were implemented:
- multi-level product catalog;
- product cards with detailed specifications;
- intelligent filtering and search;
- shopping cart and order checkout;
- purchase history;
- favorites system;
- related product recommendations;
- SEO-optimized catalog structure.
Thanks to this, the online store became a full-fledged part of the digital platform, not a separate module.
Specialist Personal Account
Special attention was paid to the professional community of cosmetologists.
After passing moderation, specialists gain access to a personal account that becomes their primary working tool.
Through the personal account, the user can:
- place new orders;
- view purchase history;
- work with the closed product catalog;
- access training materials;
- manage their personal data;
- use additional platform services.
This approach helps build long-term engagement with professional clients and significantly increase audience involvement.
We Developed a Unique CMS for Managing the Entire Platform
One of the project's goals was to eliminate the company's dependence on developers in the daily operation of the site.
To achieve this, we created an administrative system through which the company's employees gained full control over the digital platform.
The administrative panel allows managing:
- product catalog;
- product categories;
- orders;
- users;
- news;
- articles;
- training materials;
- FAQ;
- site pages;
- SEO parameters;
- images and media files.
Content is updated without releasing new project versions, which significantly speeds up the marketing team's work.
Project Architecture Designed for Future Development
When designing the platform, we proceeded from the assumption that the project would be constantly evolving.
Therefore, the architecture is built on a modular principle, where the user-facing part, business logic, and administrative system are separated from each other and can scale independently.
This approach allows connecting new services, expanding platform functionality, and integrating it with external information systems without significant changes.
SEO and Performance
Since the online store is one of the main customer acquisition channels, much attention was paid to the technical optimization of the project.
We implemented:
- SEO-friendly URL structure;
- metadata management;
- proper page indexing;
- responsive layout;
- image optimization;
- high page loading speed;
- preparation of the platform for further search engine optimization development.
This creates a solid foundation for organic traffic growth and increasing the site's visibility in search engines.
