An online store with smart filtering
Coldom is an online store for air conditioners where every decision is grounded in shopper-behavior analytics: SMOT analysis, a multi-filter, QR codes and a minimal order form.
SMOT analysis
Before development began, we ran a SMOT analysis (Second Moment of Truth) — a study of how shoppers decide when they come back to a product a second time. Reviewing competing air conditioner stores revealed the key barriers: overloaded order forms, unreadable specifications and no way to compare models.
Multi-filter
The multi-filter narrows the choice by several parameters at once: room size, installation type, brand, price range and energy efficiency. Filters apply instantly, without reloading the page, and results update in real time together with the number of matching products.
QR integration
QR codes bridge offline and online. A shopper in the showroom scans the QR code on the price tag and gets the full product page on their smartphone: specifications, reviews and a comparison with similar models. This makes the buying decision much easier right on the sales floor and closes the gap between seeing a unit in person and reading about it online. The shopper can place the order straight from the phone, without going home to a computer.
Project card
- Client
- ColDom
- Year
- 2012
- Website
- coldom.ru
- Industry
- Air conditioners / E-commerce
- Expertise
- Online store, Design, Development, Parsing
- Highlight
- SMOT analysis, QR codes, multi-filter
Responsive on every device
The store displays correctly on laptops, tablets and smartphones. The product page adapts to every screen.
Key project solutions
Every technical decision in Coldom is aimed at shortening the shopper’s path — from choosing an air conditioner to placing the order.
Product page
An exhaustive product page: photos from several angles, the full list of technical specifications, energy class, noise level, coverage area, refrigerant type, and the dimensions of the indoor and outdoor units. All information is structured as a table so the parameters of different models can be compared quickly.
Minimum data to order
The order form is as simple as it gets: just a name and a phone number. No sign-up, no passwords, no email confirmation. A manager calls back and confirms the delivery details over the phone. This lowers the barrier to ordering and keeps abandoned carts to a minimum.
Catalog parsing
An automated system parses products from supplier catalogs. Data on models, prices, specifications and availability is refreshed regularly. The parser processes information from several sources and brings it to a single product-page format in the store.
Mobile version
Responsive design for laptops, tablets and phones. On mobile devices the multi-filter turns into a compact form with drop-down lists. The product page switches to a vertical layout. The order button is always within reach without scrolling back up.
Interactive interface
Interactive interface elements: animated transitions between product cards, instant filter updates, and a quick view of specifications without opening a separate page. The interface responds to user actions without delay and feels like a native app.
Behavior analytics
The SMOT analysis identified the shopper’s key decision points: comparing specifications, reading reviews and checking availability. These elements were brought to the forefront of the store interface. Navigation follows the real way people choose an air conditioner. Every interface element is backed by analytics data rather than the intuitive assumptions of a designer or the store owner.
Stages of building the Coldom online store
An analytics-driven approach to e-commerce design: from SMOT analysis to the launch of a responsive store with QR integration.
SMOT analysis and planning
Research into how air conditioner shoppers behave when they return to a product. Analysis of competing online stores: navigation, product pages, order forms. Identifying the key barriers to purchase. Writing the technical specification from analytics data rather than subjective assumptions.
Design and parsing
Building a multi-filter with instant result updates. Designing a product page with exhaustive information. Creating a parser that automatically collects data from supplier catalogs. Setting up QR codes for mobile interaction. Prototyping responsive versions for different devices.
Development and launch
Implementing an interactive interface with animated transitions. Connecting the multi-filter to the product database. Setting up the minimal order form: just a name and a phone number. Testing on laptops, tablets and phones. Checking that the QR codes work with different scanners and lighting conditions.
COLDOM
Catalog and cart
COLDOM
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