Banners and Stories for Perekrestok: How Guidelines Help Improve Communicatio...

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For different areas of X5 Retail Group, aim digital designers have drawn thousands of banners and hundreds of illustrations. In this article, we talk about the principles of creating banners and how guidelines help improve communication and speed up daily work on dozens of banners and stories.
Client
A regular client, Perekrestok, approached us. The company wanted to launch an express delivery service. We designed the Perekrestok.Bystro app before the pandemic and quarantine.

At some point, it was decided to combine express delivery applications wordpress web design agency and loyalty programs of the chain's stores. As a result, we got an application where you can order express delivery, view the catalog of the nearest store, arrange self-pickup, and monitor your points balance.

Initial task: to make banners that convert, optimize banner design work
At first, they came to us with the task of drawing banners for the application and the website. The goal of such communication is to increase the basket and the average check, as well as to attract the user's attention to possible selections, news, promotions and promotions of partner products.



Problem: The user is not able to navigate the application
The Perekrestok app has a huge catalog of products. Users often got confused in the categories and variety. Therefore, the task of banners was transformed. Now it was important for the client not so much to attract a person's attention, but to facilitate his search and navigation.


The banners had to remove chaos, organize user-friendly navigation and be useful. For example, to tell the user that pasta can be found in the "grocery" tab. Or to offer a dinner recipe and a ready-made selection of products for it.


At the same time, banners should not strain the user: his eyes are already blurred by all kinds of advertising. We had to bypass banner blindness, but at the same time remain empathetic and tactful.

Solution: define the rules for comfortable communication between the brand and the buyer → create a guideline for banners
At first we drew several dozen banners. We decided that it would be faster and easier to work according to the guidelines. Therefore, we started development in parallel.



We were already familiar with the audience and customer paths of the application, conducted research during the design process. The team understood how to make communication in banners comfortable and effective. Therefore, we collected the experience of interaction with Perekrestok, as well as past experience in retail and food tech, and formed recommendations for the design of banners in the mobile application.
What was included:


formats, descriptions of types, sizes of banners for the site and application;
examples and rules of arrangement;
styles;
color palette;
rules for text arrangement;
Examples of using banners.
The guideline is an internal document of the client, so we cannot show it. Let's talk about the principles.
Principles of creating banners:

The main thing in banners is the benefit for the client. There can't be a message "What do we want to sell to the client?", only a focus "What is useful and interesting for the client?"