2008 – 2012 I had a pleasure to work for one of the leading eCommerce companies of Central & Eastern Europe – Grupa Nokaut. Hundreds of difficult projects with lots of external and internal constraints shaped me as a designer and a product leader.
After two years of working as an individual contributor, I was promoted to the management team, simultaneously leading the design organization and working in the product R&D team on the future of Grupa Nokaut products.
Among all the great projects that I had a pleasure to participate in, couple holds a very special place in my memory. They were extremely difficult, challenging, yet important and... not entirely successful. They were great lessons for myself and the business.
The one that was both memorable and highly interesting was the redesign of Nokaut.pl homepage in 2011.
In 2011 Nokaut.pl was attracting over 2.5 million users every month (grew up to 5 million in early 2012!) and was the main engine of the growth that led to Grupa Nokaut IPO in 2012. Taking that at that time Poland had just over 20 million Internet users–the numbers generated by Nokaut.pl were amazing.
Despite the strong business results, Nokaut.pl never managed to establish a solid brand. Majority of users entered Nokaut.pl through product pages well–positioned in Google Search.
With the approaching IPO Grupa Nokaut wanted to change this flaw in the business model. The CEO decided to ask my team to redesign the homepage and turn it from an SEO powerhouse to a destination page with value on its own, but... without affecting negatively any of the SEO powers.