UX audit for the largest pet food chain in the Nordics

Musti Group is the leading pet care company in the Nordics, operating a total of six store chains and online stores that cater to the needs of pets and pet parents across Finland, Norway and Sweden. E-commerce is a key business area for Musti Group, accounting for more than 20% of their total revenue (source: Musti Group Interim report Q1 2022) and acting as the consumer's main information source for Musti Group's products.

Musti Group turned to Contrast to develop the user experience (UX) and usability of MustijaMirri.fi, focusing specifically on the most business critical areas of their webstore, such as the loyalty program and cross-promotion of products. The aim of our collaboration was to identify barriers to conversion, map major pain points in the user experience, and streamline purchasing in general.

Together with the international team at Musti ja Mirri we conducted an extensive UX audit, aiming to provide them with a concrete list of action points for developing their e-commerce. The audit report was to serve the internal development team, the e-commerce and marketing team, the customer relationship management (CRM) team, as well as management.

We started the audit by first defining business objectives and customer behaviours. Based on this guiding information, we assessed the webstore’s performance in 12 core e-commerce areas, using an evaluation catalogue of 80+ points. The theoretical framework of our UX audit is based on Contrast’s more than ten years of e-commerce experience, and findings from Nielsen Norman Group, one of the leading providers of user experience research.

Musti ja Mirri received an extensive report of the current state of their e-commerce, detailing individual issues, as well as highlighting crucial areas for improvement. This report not only helped their team to plan and prioritise future development of the e-commerce business, but also supported them in communicating with the management team.