UX/UI design for a convenience store chain — Simі

Revend Group
6 min readJan 21, 2025

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We were approached by our regular partner, SeoEvolution, with a request to help them redesign their website for their client Sim23. As the agency specializes in website promotion and development, they tasked us with creating a new visual concept to improve user experience.

Sim23, now known as Simi, is a stylish and modern convenience store format, the most convenient and popular type of retail in the world. Founded in 2012, the chain has been rapidly expanding its presence across Ukraine, offering a wide range of ready-to-eat meals, freshly brewed coffee and snacks. Hot dogs, burgers and fresh pastries have become a real trademark of the brand, which has long won the hearts of customers.

The chain continues to grow rapidly, opening new stores in cities such as Terebovlia and Rivne. Today, the chain operates about 150 stores in Ukraine in five regions: Lutsk, Lviv, Rivne, Ternopil and Ivano-Frankivsk. In addition, Sim23 cooperates with local communities by organizing charity events and promotions.

Design stages

To achieve maximum efficiency, we divided the website development process into four main stages. Each of them was closely related to the next, and the correct sequence was the key to success and high efficiency of the project.

The first stage was large-scale research, thanks to which we identified the best solutions in the e-commerce niche, studied user behavior, and analyzed competitors’ mistakes to avoid them in our project.

At the second stage, we developed a sitemap, where we agreed on the structure, number of pages, and distribution of content together with the client. After that, the team started creating highly detailed wireframes to take into account all the smallest elements and details at the design stage.

The final stage was the design, where we integrated all the developments obtained at the previous stages and created an interface that impresses with its convenience and efficiency.

Research

At the research stage, we collected screen options for inspiration, focusing on the best design practices in e-commerce. This helped us to identify current trends, analyze competitors, and understand how to integrate modern solutions to improve the user experience. This approach allows us to create a design that meets market requirements and guarantees a pleasant experience when interacting with the site.

Sitemaps

A standard sitemap gives you a clear picture of the site structure, allowing you to see the content and order of blocks on each page at a glance. This greatly facilitates the approval process, as it allows you to quickly identify the necessary changes. This approach allows you to interact with blocks flexibly: add new ones or remove unnecessary ones. As a result, the number of edits at subsequent stages is significantly reduced, which contributes to more efficient and convenient work on the project.

Wireframes

We pay special attention to the development of wireframes, taking into account every detail — even the location of elements such as stock labels or shopping carts. This allows us to evaluate the overall structure of the site at the layout stage and determine how convenient and functional the product will be.

After approving wireframes and the site structure, we started the research phase, where we focused on finding innovative solutions for the visual component of the project. An important advantage was the existing Sim23 branding, the documentation of which was provided to us for further work.

Design

We have developed several variants of the home page, experimenting with the design of the header, footer, and placement of the main blocks. Each option was carefully analyzed. Less successful solutions were discarded, and instead we tested new concepts to achieve better results. As a result, we created two well-thought-out versions of the home page, which were presented to the client.

After receiving feedback and making corrections, the team began developing the design system, which included creating components, font pair styles, and colors. This allowed us to create a unified visual concept that ensures consistency across the entire site. Subsequently, we focused on the development of internal pages.

After the desktop version was approved, my team and I started developing the mobile version of the site. Since more than 56% of users visit the site via mobile devices, we focused on creating a responsive and user-friendly interface. This ensured an optimal user experience, ensuring that the site looks and functions correctly on different devices, regardless of their size or screen type.

Mobile version

The interface of the mobile version is designed in such a way that the site is comfortable to use even on the smallest screens. It has an intuitive navigation that allows you to quickly navigate the content on the pages. This approach guarantees a seamless user experience that meets the needs of even the most demanding mobile users.

Design system

In each project, we follow a systematic approach that allows us to create coherent and effective solutions. This improves user interaction with the product and helps to achieve the goals set.

Depending on the requirements of the project, we can develop both a full-fledged design system and a UI kit. The choice depends on the complexity of the project and its scalability needs.

We also provide documentation for developers, where we describe in detail the behavior of elements on the page.

Conversions

Thanks to the redesign, user engagement increased by 35.77% and product page views increased by 40.12%. The improved and carefully designed user experience made interacting with the site easier and more interesting. This is evidenced by a 25.03% increase in repeat visits. In addition, interaction with contact information increased by 20%, which emphasizes the ease of navigation and easy access to key information.

The results demonstrate that the redesign was a strategically important step that not only improved the user experience but also created additional opportunities to achieve the client’s business goals.

The result of cooperation

As a result, we have created another successful design project for a network of convenient markets that meets modern requirements and helps to develop our clients’ business. This is the key goal of Revend Group — to create innovative solutions that contribute to success.

After completing this project, we started designing their corporate website, which became the next important step for the client’s business development. We will definitely share the details of this work with you in the following cases!

Link

Сайт Revend Group — revend.group

Clutch — clutch.co/profile/revend-group

Linkedin — linkedin.com/company/revendgroup

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Revend Group
Revend Group

Written by Revend Group

Your White Label agency for design and outsourcing

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