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Magnet Kitchens

New digital experiences for Trade Partners


Magnet, part of the Nobia Group, is the longest-running supplier and manufacturer of premium kitchens in the UK, with over 195 showrooms nationwide and unparalleled capabilities in design and customer service.

What Magnet wanted

Magnet wanted to ensure the customer experiences they provide for trade partners were fully aligned with their needs and expectations, in order to drive engagement, deepen trust and grow revenue.

They also wanted to improve the way their product ranges were presented to Trade Partners and ensure that the additional services, such as kitchen planning and design were easily accessible and clearly presented.

What we did

We used our proven, repeatable process, with design-thinking at its core, to help the business understand the needs and expectations of its customers and identify opportunities to create new digital products and services to drive sales growth. 

To achieve this, our specialists worked intensively in weekly sprints as an extension of the Magnet team and in close collaboration with Subject Matter Experts and Key Stakeholders across two parallel workstreams.

A strategic workstream focused on understanding the end-to-end kitchen buying and fitting journey, the roles and needs of the various actors involved and identifying opportunities to improve the experience on a practical and emotional level - developing a blueprint for the future.

These improvement opportunities were then prioritised, based on their desirability, viability and feasibility and the highest priority digital products were then prototyped and validated with customers in order to refine the proposed approach. Quick wins were also identified. 

The work of the tactical workstream was informed by insights from the strategic team, but focused on laying the foundations for growth by creating a new visual direction for the business, supported by a design system and full redesign of the Magnet Trade website, based on our UX accelerator templates and incorporating quick-wins and other improvements identified by the strategic team.

Our work resulted in

  • A new visual language and responsive website for the Magnet Trade business and its customers, providing solid foundations for future growth
  • Improvements to the discoverability and presentation of fitted kitchen options and other products - reflecting the premium positioning of the ranges available 
  • Improvements to the way design, other added-value services and trade support options are presented.
  • Validated prototypes for the highest-priority innovations to support an iterative test and learn development process.
  • A future vision and prioritised roadmap for digital innovation, incorporating horizon one, two and three opportunities.

Services we delivered

  • Stakeholder interviews to ensure we were clear about the business priorities and our activities were aligned to delivering them.
  • Deep-dive into existing data, results, research and other business documentation to create a solid foundation for the next steps of the project.
  • Landscape review to identify best-of-breed examples of digital solutions that were relevant to the business objectives.
  • Heuristic evaluation of the existing website to identify opportunities for improvement, taking into account the latest approaches to presenting experiences on mobile devices and accessibility standards.
  • Prototypes of key journeys, using our UX accelerator templates, which are based on our accumulated knowledge of customer research and AB tests. 
  • Validated new designs with users, iterating their design to ensure they delivered against relevant objectives and aligned with technical capabilities.
  • Created a new look and feel, aligned to the updated brand guidelines and an atomised design system to bring this to life - consistent with the accessibility requirements.
  • Completed a full end-to-end design for the new site based on these foundational elements, in collaboration with the in-house development team.

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