Musti Group, the leading Nordic pet care specialist, wanted to improve their online customer experience and deliver a seamless omnichannel service for pet owners. Their goal was to drive growth by strengthening loyalty, engagement, and conversions across six online stores in Finland, Sweden, and Norway.
A user-centered approach, balancing customer needs with business goals and technical feasibility, was seen as the key to achieving this.
Teamit provided design expertise in concept design, service design, user experience and UI design, prototyping, user testing, and design system development and maintenance.
The Challenge
Complex multi-brand environment: Six ecommerce sites, each with unique service offering and campaigns, but requiring a unified foundation.
Customer experience and accessibility: Navigating differences while improving the seamless, customer-centric experience.
Driving growth: Improving engagement, conversion and order value, while reducing bounce and checkout abandonment
Operational alignment: Balancing customer needs with business goals and technical feasibility.
Design maturity: Cultivating user-centric methods and designer-midset in the workflows
Outcomes and impact
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.
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
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.
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, significantly accelerating 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.
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.
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.
How can we help your company thrive in the digital world?
Get in touch and let’s talk about your needs
Jussi Heikkilä
CEO, Teamit
jussi.heikkila@teamit.fi
+358 50 350 9003