Problem (Was)
The client was moving from a marketplace to their own site (Yandex Kit). The site read as a dry specs catalog — no warmup, objection handling, or sales logic. The platform had hard limits (no custom blocks, limited text formatting)
Solution (What was done)
- Restructured the catalog: shifted navigation from technical specs to user jobs («for the city», «for leisure rides», «for heavy loads»)
- Worked around platform limits: designed meaning-led visual banners (graphic blocks) to carry offers and benefits past the builder’s constraints
- Split journeys (CJM): for out-of-town buyers — closed online-purchase fears (assembly, delivery, integrity); for locals — a funnel that invites a free in-store test ride
Result
- A clear online catalog navigated by purchase goals, with a seamless order path for both online buyers and offline store visitors