lindroos.fi
Lindroos’ New Online Store Supports the Purchase Journey Online and In-Store
Founded in 1878, Lindroos is a family-owned company and reseller in the watch and jewelry industry. Its flagship store has been located on Aleksanterinkatu in Helsinki since 1890. In addition, Lindroos operates two stores at Helsinki-Vantaa Airport and three others in downtown Helsinki. Our task was to design and implement a globally accessible online store that complements the physical stores, enhancing the brand’s customer experience comprehensively.
During the service design phase, key user needs were identified as easy product discoverability, seamless product exploration and effortless purchasing – both online and in physical stores.
The online store was designed with a mobile-first approach, emphasizing visual refinement and a high-quality look. The visual design focused on combining a polished and striking appearance with a clear and intuitive user experience.
A key functionality for presenting the selection of thousands of products is an easy-to-use filtering and search system. Additionally, user journeys through product styles and features as well as brand-specific landing pages guide customers directly to the products most relevant to them.
In addition to the target customer group, the user interface designs were approved by key principals, such as representatives from Cartier and Rolex.
Project in a nutshell
The primary goal of the new online store is to enhance Lindroos’ overall customer experience. The store is designed to support the customer journey comprehensively, both online and in physical retail locations.
Initial Situation
The issues of the previous online store made its renewal timely; the main issues were particularly related to difficult product information discoverability, poor responsiveness and updated accessibility requirements. Content management solutions were also outdated – for example, managing and updating price and stock information was difficult.
Visual identity serves users and gains stakeholder confidence
Typically, an online store’s user interface is designed primarily for one audience – the customers. In Lindroos’ case, however, the UI designs also needed approval from key principals, such as representatives of Cartier and Rolex.
The mobile-optimised, minimalist yet modern interface is designed to embrace a sense of prestige. The monochrome visual style draws its colour and atmosphere from high-quality imagery provided by Lindroos’ principal brands.
However, prestige is not an end in itself – the primary purpose of the interface is to support the purchase process, whether through direct online sales or as a platform where customers can gather information, compare options and find inspiration.
Technology and integrations
The online store was custom-built using the WordPress content management system and its WooCommerce extension. Additionally, a comprehensive two-way integration with Lindroos’ point-of-sale system was implemented.
This makes the online store investment also an investment in Lindroos’ internal processes.
Care
Collaboration continues through co-development, support services and maintenance. The web store’s performance is carefully monitored, and improvements are continuously made during development cycles.
