Growth, stronger engagement and a seamless customer experience across markets
CLIENT
Musti Group, the leading Nordic pet care specialist, set out to transform their online customer experience to deliver a seamless omnichannel service for pet owners.
GOAL
Drive growth by strengthening loyalty, engagement, and conversions across six online stores in Finland, Sweden, and Norway.
SOLUTION
The transformation was achieved through close collaboration. Teamit helped establish ways of working that balanced customer needs, business goals, and technical feasibility, enabling consistent decision-making across multiple markets and services.
WHAT WE DID
Teamit’s experts became part of Musti Group’s development teams, working hands-on in the day-to-day development of the services.
The work focused on strengthening design as an integrated capability within continuous development. This included aligning teams around shared design principles, supporting prioritization and decision-making, and ensuring that customer perspective was consistently represented in development.
Teamit provided expertise in service design, UX and UI design, user research and testing, and design system development and maintenance, helping to create a more cohesive and scalable customer experience across all six online stores.
The value we bring
1. A collaborative, solution-driven approach
2. Active client engagement and shared problem-solving
3. The right experts for the client project needs
4. Seamless teamwork with the client team
The Teamit designers worked closely with our team on the ecommerce renewal focusing on purchase flow, service bookings, navigation and the multi-brand design system.
They worked with strong customer focus and leading design practices to ensure that the solutions worked in our complex environment both for our business and technical teams.
Also, their work did not limit to consumers only, but they also helped us in designing better systems for our customer service and store staff!
Tiina Korvenoja
Digital Director, Musti Group
The Challenge
1. Complex multi-brand environment: Six ecommerce sites, each with unique service offering and campaigns, but requiring a unified foundation.
2. Customer experience and accessibility: Improving the seamless, customer-centric experience while balancing between the differences of the six ecom sites.
3. Driving growth: Improving engagement, conversion and order value, while reducing bounce and checkout abandonment drives customer-centric ecommerce growth.
4. Operational alignment: Balancing customer needs with business goals and technical feasibility.
5. Design maturity: Cultivating user-centric methods and culture and designer-midset in the workflows.
Outcomes and impact
The collaboration helped Musti Group move towards a more consistent and customer-centric experience across its online stores.
Design became an integral part of continuous development, improving alignment between teams and enabling more informed, user-driven decisions.
As a result, the strengthened design capability supported the development of a more seamless omnichannel experience and created a foundation for improving engagement, conversion, and long-term customer loyalty.
Through a combination of strategic design thinking, hands-on UX/UI work, and scalable design systems, Teamit collaborated with Musti Group as part of their team to shape the customer-focused experience.
Together, we strengthened Musti’s unique value proposition offering pet owners a seamless journey across products, services, and channels.
Improvements to the purchase flow underwent rigorous A/B testing to evaluate its impact on performance. This ensured that the updated versions had a positive effect on the performance.
Our Approach
Musti Group and Teamit utilised a user-centered design process to improve the online experience. We facilitated stakeholder workshops across Finland, Sweden, and Norway to align business needs with customer insights.
We also led co-design workshops using rapid prototyping to involve the teams to the design process, to build consensus, and to ensure solutions were technically feasible. Ideating together, testing out different options, seeing immediate results and discussing the pros and cons of each option helped us make informed decisions as a team, and saved time by eliminating unnecessary design iterations and comment-rounds.
We prototyped and tested service improvements, focusing especially on purchase flows, service bookings, navigation, and product discovery, ensuring decisions were based on customer needs as well as business priorities.
Furthermore, we created a multi-brand design system that ensured consistency across all six online stores while still allowing for brand-specific customization. The tokenized structure made it possible to design layouts and features once and roll them out across brands. This meant that we significantly accelerated the design and development process. Built with a mobile-first approach, the system optimized usability on smaller screens while maintaining full responsiveness across all devices.
At the same time, we worked closely with several developer teams across the new platform, maintenance, internal services, and design system, ensuring smooth collaboration and alignment. In addition to the ecommerce renewal, our work also extended to Musti’s internal services, where we worked on a centralized login solution and a customer service management platform to improve efficiency and user experience.
This ecommerce growth case study highlights how design-driven development can directly support business growth.
About Musti Group
Musti Group is the leading pet care specialist in the Nordics, with operations across Finland, Sweden, Norway, and an expanding presence in the Baltics. In addition to a comprehensive product offering, Musti provides the customers a full experience of pet-related services, events, veterinary care, training and counselling online and at their store locations. Their end-to-end ecosystem presents a unique value proposition strengthening end-customer relationships and differentiating them from their competitors.
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Jussi Heikkilä
CEO, Teamit
jussi.heikkila@teamit.fi
+358 50 350 9003