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Improving webshop's customer experience

Minna Parikka

Minna Parikka shoes are known for their impeccable quality and unique designs. A brand that is a universe of empowerment that women can build from the ground up.



Design Ecommerce

Minna Parikka asked us to help them create a new attractive interface for their webshop. The objective was to build something that converts better and creates an overall improved user experience for their customers in their digital sales channel.

We shared a common goal of improving the customer journey throughout the webshop, especially along the entire sales funnel.

Investing in our digital sales channel is an important part of our goal to grow globally. Columbia Road helped us find new opportunities to improve our customers’ online journey and create and test a new refined sales funnel. I expect big improvements in our online conversions once we implement the new designs. The culture of a company is the sum of the behaviours of all its people

Jenni Ojala, Ecommerce Manager, Minna Parikka

Our approach

After discussions with the team at Minna Parikka, we decided to go forward with an intensive UX design sprint to achieve effective results in a tight timeframe.

During the sprint, we determined common goals for their digital sales channel and dug deep into the current state of their webshop and the analytics behind it. We defined the most critical areas to improve, created new webshop designs and a prototype, tested the prototype with real customers and adjusted the designs based on the feedback we received.


We helped Minna Parikka to understand the challenges in their customers’ journey throughout their digital sales channel. Within the sprint, we designed and built two functioning prototypes with over 20 looks for the improved sales funnel and received important client feedback to assess the designs before implementing the changes.

In the 12 months after the project, Minna Parikka's webshop conversion rate has grown from 0.51% to 1.12%, and sales have gone up 80%

The Data Handbook

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