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Bring Out Your Dead: Michal Galubinski

By Rebecca Bedrossian

“Refresh the design and user experience to increase traffic and conversion.” It’s a common ask in a creative brief for a website redesign.

And it sounds simple enough. So when the Polish version of Groupon, zlotewyprzedaze.pl, needed a redesign and Michal Galubinski of Misz Design was tapped for the job, it was business as usual. Or so it seemed, until a breakdown in communication.

I had a chance to speak with Michal about his experience.

The story begins with Mobeedick, an agency that specializes in mobile applications. When the zlotewyprzedaze.pl job came to Mobeedick, they looked to Michal, who they felt had more experience designing websites. “I did not have the occasion to work with Mobeedick before, nor with the owners of zlotewyprzedaze.pl,” explains Michal. “It was a first attempt of cooperation.”

THE BRIEF

According to Michal, the client expressed three clear, related goals: stand out from competition, increase interest in the website and products, and increase conversion.

“The improvement of the UX was also important,” says Michal. “Some parts required a complete reconstruction; for example, the buying process, where getting from the order to the finalization stage took too much time and energy. Other problematic aspects were navigation and filtering of offers.

“To achieve these aims, the client gave me total freedom, limiting recommendations only to the objectives that he wanted to achieve through a change of design and user experience.”

Michal's design appears first in this image carousel; the chosen design is second. 

Michal set to work in the same way he always does—with research. “In my opinion, to sell something in ecommerce, you have to take the best solutions from the competition and improve them. But, to be successful, you have to distinguish yourself,” he explains.

“During the design process, the business purpose is the most important for me. This is why a client comes to me.”

After the research phase, it was time to explore design concepts that would work in harmony with technical capabilities and the client’s objectives.  “I started dealing with functional requirements and, taking into account the sales and the user experience, I made a few changes and removed a few options,” Michal says. He felt good about the direction.

 

Michal's design appears first in this image carousel; the chosen design is second. 

“I was so sure of my concept,” Michal admits, “that I immediately started working in Photoshop, without discussing it again.” He played with the navigation and the visualization, finding the first attempt trite and the second too distracting, but he was satisfied with the third design.

Working with Mobeedick and a looming deadline proved to be the undoing for Michal’s solution. “The reason why the project was rejected is banal—a problem with communication. The deadline was very tight and Mobeedick did not like the first attempt I presented,” he says. While Michal sent Mobeedick a second solution, which you see in this article, the agency (and thus the client) somehow never received it. Sadly, Michal discovered that too late, and the client had already moved on.

Michal's design appears first in this image carousel; the chosen design is second. 

A MISSED OPPORTUNITY?

The current version of zlotewyprzedaze.pl leaves a lot to be desired when compared with Michal’s sophisticated design. Rather than high-end retail, the client chose to go the visual discount route. Michal is philosophical about the result.

“I like this project and [I believe] it would have probably been implemented, if only the communication had not failed. It shows how important it is to communicate with clients at each stage.”

Complete system of Michal's site design