NZ Muscle

The rapid rollout of the new Adobe Commerce Magento 2 instance, due to Adobe Commerce Magento 1 end of life. In order to meet the ambitious deadlines, we launched the new NZ Muscle site with an MVP followed by a series of ongoing iterations - prioritising the development of different features as we continue to provide daily tech support.

We segmented the development of the M2 into phases, completing the tasks with top priority first, and then pushing different features and tasks live in phases as determined by their importance through a series of ongoing iterations. This approach allowed us to effectively mitigate a significant operational risk of staying on an unsupported platform past its retirement.

The previous site's menu was cumbersome and difficult to navigate on both desktop and mobile, due to a single menu hierarchy and no uniform category or product structure. Onsite analytics indicated this was a major barrier to conversion and stakeholder interviews revealed this majorly impacted overall satisfaction with the NZ Muscle online offering, a stark contrast to the brilliant in-store experience NZ muscle is renowned for.

After undertaking comprehensive keyword and user behaviour research, we devised a refined information architecture and optimal navigational structure for an intuitive user experience across mobile and desktop devices with a prominent AI search module. Users can easily navigate to the appropriate products they require, be it via brands, categories, body goals or through Search.

The huge range of products NZ Muscle offers as makes it difficult to constantly be updating and monitoring top sellers, both in general and by brand. Because the range is so large it's difficult to offer customers a unique personalised browsing experience based on what products they are constantly revisiting the site to purchase.

Using Nosto we were able to dynamically produce "best seller" product lists, this helps users purchase what is most popular. We are also able to create AI-generated recommendations for each individual category and brand. Utilising the full Nosto experience we can include widgets into EDM campaigns and automated flows such as Abandon carts, this allows us to include products they abandoned but also show products they were viewing for increased conversions.

NZ Muscle required the ability to operate multiple sites, retailing a similar mix of products with unique pricing, branding and content per store, leveraging the same back end ERP & fulfilment integrations.

Through Adobe's Magento Open Source inherent multiplicity, Overdose. delivered unique storefronts and admin interfaces, utilising the base integration architecture and site functionality with a unique front end UX and aesthetic per brand.