Since 1968 Tok&Stok, one of Brazil's most loved brands, has had the mission of offering quality design at affordable prices. During a moment of intense transformation in the company Try was invited to rethink the ecommerce experience.
Try did two weeks of intense field research to understand the attributes that made the brand so desirableand translate them into digital, taking them to a broader audience. We also aimed at exploring the online furniture shopping behavior so we could offer the right tools that would guide users in their moments of decision.
Experience design was the starting point for all visual identity and interface design. More than just designing the e-commerce experience, our work defined how Tok&Stok should position itself from then on, eliminating barriers between digital and physical and promoting a single experience, concise and coherent in all the ecosystem.
We explored new languages for video, photography and setting as a way of showcasing the attributes of dimension, texture and product setting, all important factors in purchase decision that were confined to the brick and mortar experience.
We consider every detail in e-commerce an opportunity for brand expression. We proposed a more consistent and versatile design system, allowing the brand voice to be expressed with more or less emphasis according to the different communication and journey contexts, without ever losing its essence. From color palette to institutional font to a new iconographic family, everything was rethought and updated
In Tok&Stok redesign, Try went beyond usability and interaction and understood how to translate love for design, a trademark of the brand, in all the details of the online experience. It is worth highlighting the choice of the Margem Sans font, created by a Brazilian font designer, the visual refinement and the focus on improving the conversion flow.
Patrícia de Cia, Tok&Stok Product Manager