A new foundation for the webshop.
Mitra, drinks specialist with stores across the Netherlands
Mitra’s customers order online and collect for free in store. That called for a webshop that fits the organisation as well as the customer.
Expertise
- Technical design
- UX/UI design
- Data analysis
- Web development
- Business integration
Order online. Collect at a Mitra nearby.
The solution
One brand. Many stores. One connected digital experience.
We renewed Mitra’s webshop and redesigned its integration with Aspos, the till system Mitra already used. Based on user data, we made the shopping experience clearer. And we laid a technical foundation Mitra can keep building on.
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Webshop and stores connected
Webshop and till system work as one solution: customers order online and collect for free at a Mitra nearby.
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Designed from user behaviour
Heatmaps of the previous webshop decided what stayed and what we redesigned: navigation, product overviews and the order buttons.
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A foundation to build on
Umbraco and a modern REST API to Aspos.
The digital shopping experience
From discovering to ordering. No detours.
From spotting an offer to ordering the right product. We improved the routes through the range, the filters and the product display, so visitors find their way more easily.
What is on now
The home page opens with the current offers and the promotional folder for weeks 44-45. Every offer has its own button to the products.
The whole range in one menu
Every category has its own icon, from wine to gifts. Below it sit the button to a Mitra nearby, plus tastings, food and cocktails.
Filtered by type and price
Type and price are filters that stay visible and disappear again with one tap. For each wine the overview shows name, size and price.
Choosing by taste
Rating, taste profile and description sit together, down to the dishes the wine goes with.
A bottle or a case
Every wine has two buttons: a bottle or a case into the basket. An offer such as "2 for 12 euros" sits right next to the price.
- Client
- Mitra
Drinks specialist - Users
- Consumers, online
and in the Mitra stores - Technology
- Umbraco, Aspos (REST API),
Rabo Smart Pay, AI-supported content
The challenge
One digital shopping experience.
With the strength of local.
Mitra brings together a wide range, personal service and local drinks specialist stores. The webshop plays an important part in that. Customers want to discover, compare and order with ease, while the stores and the systems behind them work closely together.
The challenge was to translate that coherence into an attractive, easy-to-use webshop. With stronger product presentation, intuitive navigation and smart connections between the webshop, the till system and the stores.
Online ease. Local strength.
Design based on user behaviour
Designed from insight.
Focused on ease of use.
With heatmaps we mapped how visitors clicked and navigated. We used those insights to make targeted design choices. From navigation to product presentation: every change made with attention to how customers actually use the webshop.
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01 · Product overviews
Choosing without the noise
Clear product tiles give the range all the room it needs. With targeted filters customers easily find what they are looking for, while the product page offers all the information to make a good choice.
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02 · Mobile menu
Straight to what you need
A clear mobile menu that puts the range first. With clear categories and handy submenus by product type, taste and price, visitors easily find their way.
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03 · Search
One search field. Everything within reach.
With a single search, visitors find not only products but also recipes, cocktails, articles and Mitra stores. Fast, clear and from anywhere in the webshop.
Approach
Research first,
then build.
- Technical design
- Data research
- Umbraco
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Deep dive.
Mapping out the functionality.
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Research.
Heatmaps, product overviews and checkout of the previous webshop: what do customers use, and what not?
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Delivery.
Webshop in Umbraco, with a REST API to the Aspos till system.
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Migration.
Existing content moved to Umbraco via middleware.
UX/UI and mobile
Every choice has a reason.
Every part of the product page was tested against user data. So everything the customer needs is exactly where they expect it.
One calm, recognisable webshop that works just as well on desktop and mobile.
- Search comes first
- Always a Mitra nearby
- Price and offer at a glance
- A bottle or a case
- Collect or delivery
Technical design
Different systems. One whole.
Mitra’s webshop is connected to the systems behind the stores. Through a REST API, products, prices, customer data and basket data are exchanged with Aspos. Other integrations support payments, gift cards, addresses, product information and newsletters.
Seven integrations that together create one digital shopping experience.
Umbraco
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Aspos direct
Live connection · till system
- User data
- Price information
- Basket calculations
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Middleware
Migration and product data
- Content management
- Categories synchronisation
- Products synchronisation
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Payments
Rabo Smart Pay · Loyalty in a Box
- iDEAL Rabo Smart Pay
- Gift cards Loyalty in a Box
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Smart services
Pro6PP · AI · Spotler
- Address completion Pro6PP
- Product descriptions supported by AI
- Newsletter Spotler
- Extensive REST API
- Prices and basket from Aspos
- Product descriptions supported by AI
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