Listen to the article
Saudi-retail homeware concept NICE owned by Al Fozan Holding Company is a pioneer in the furnishing industry. The brand's physical showrooms and e-commerce platform aim to provide consumers with everything they need to make a house a home. As the majority of their web traffic was coming from mobile devices, they asked digital agency Emakina to build a unique user journey that would inspire their visitors.
The Saudi-based brand had previously made significant investments to create a digital commerce platform. But with the Kingdom having one of the youngest populations and highest internet and mobile penetrations in the world, they were seeking to develop an exceptional, personalised app. After conducting several UX/UI workshops with NICE to explore best practices and local needs, Emakina built an app that delivered an inspiring user experience.
“We wanted to develop the mobile app to give our customers a seamless shopping experience across all touchpoints. The combined efforts between NICE and Emakina’s team has resulted in a mobile interface that allows our customers to enjoy a fluid, intuitive, experience. This is a great milestone in our digital transformation journey, we are eager to further grow and enhance the app in partnership with Emakina,” said Hisham Fayad, Head of E-commerce at NICE.
From a price-oriented desktop UX, NICE delivered an inspirational, lifestyle-focused mobile app. Product collections are shown with a moodboard concept in mind, helping home makers discover beautiful products relevant to their personal style.
“Together with the NICE team, we built a lifestyle app for customers to discover unique products and designs. One of our main objectives along this journey was to provide NICE with more flexibility and autonomy for their day to day content management. As a result, the app is fully dynamic, giving them the freedom to play with numerous design elements. Additionally, the app uses the same back-end as the NICE e-commerce website, which allows the team to have one single platform to deal with and ensures the app and website are always in-sync,” explained Mounir Khallouk, Program Director at Emakina.
