Ziko
- Website redesign
- UX/UI design
- Information architecture
A store, service and blog in one website for an audience that dislikes complicated interfaces.
Overview
Ziko is a leader in the Ukrainian water engineering market, with a brand people have known for years. The company wanted a new corporate website that would bring together an online store, equipment instructions, a water analysis service and a blog.
The biggest challenge
Bring all of this into one website for older plumbers and tradespeople who do not like figuring out interfaces. More features mean more branching paths. For this audience, every branch is a reason to call rather than find the answer on the website. The brand also had to remain familiar to people who had known Ziko for years.
Process
We started by analysing requirements and interviewing stakeholders to understand business goals and user needs. We then held several brainstorming sessions on the site hierarchy, which led to a level-by-level information architecture. Next came design iterations in close collaboration with the development team, so every decision could be implemented.
Solutions
Two paths from the first screen.
The homepage immediately divides the website into “For home” and “For business”. People choose their scenario in one click and then see only what is relevant to them.
Service as an entry point to sales
The “Quality map” shows what the water is like in a region and offers a free test of your own water. From the analysis, people move to typical solutions and products rather than an empty catalogue.
A store within the site, not alongside it
Each area leads into the store, so a purchase continues the story rather than moving to a separate website. A video on choosing a product helps people who do not know the name of the filter they need.
Insights
For an audience that dislikes complicated interfaces, the best navigation asks questions one at a time: first “who is it for”, then “what do you need”. Each screen has one main choice rather than ten equally prominent ones.
When people first learn what their water is like, a product becomes an answer to their problem rather than just another offer. That is why we started the path to purchase with analysis rather than the product shelf.
Ziko’s recognition comes from its colours, tone and the faces of its team. This meant we could completely rebuild the website structure without losing the feeling that “this is the same Ziko”.
