OBI wanted to be more than a DIY store, a reliable partner for handypeople, in the market and at home. With heyOBI, the goal was to connect online and offline customer service into one experience. Most visitors are not just looking for a product; they need advice on materials, tools, and how to get the job done. Whether renovating a bathroom or building a garden shed, the same questions come up again and again, and OBI needed a platform that could answer them across every touchpoint.
How can we support DIY enthusiasts with real expert advice, not only in store, but also when they are back at home working on their project? The challenge was to build a central platform that follows the customer along the full journey: from inspiration and planning, through in-store visits, to purchase and beyond. And just as important, giving store teams the right tools to pick up the conversation with full context.
The heyOBI ecosystem has two sides that need to work as one: what customers see in the app and on the web, and what store teams use behind the counter. I focused on both, an internal tool for sales reps, and the design system that ties the whole experience together.
… a dedicated workspace for OBI’s planning experts across all stores, bath, kitchen, and garden specialists included. From booking appointments and running video consultations, to building quotations with material lists and checking online vs in-store availability line by line. When a customer is on heyOBI, staff see their project history, get real-time alerts on waiting customers and open tickets, and pick up right where the conversation left off.
… the design system behind the heyOBI app and web experience. We defined components, patterns, and visual language so digital advice, in-store navigation, loyalty benefits, and project inspiration all feel like the same product, not separate channels stitched together.
Components, patterns, and tokens built to scale across the consumer app, web, and internal expert tools, so every touchpoint feels like one OBI product.
Built entirely B2E for planning experts, not consumers. Every interaction had to work for someone different.
Switching profiles mid-consultation without losing context or breaking the session.
Building quotes with mixed online and in-store items in one clear material list.
Scanning revenue benchmarks and ticket queues the moment they need a decision.
One workspace across roles and touchpoints, without forcing anyone to learn a separate product.
On the consumer side, heyOBI brings personalised support to DIY enthusiasts anytime, anywhere, from first idea to long after the purchase.
Book the right specialist, bath, kitchen, or garden, and get professional guidance online or in store.
Plan renovations at home with a digital project board and material lists, so experts know the full context upfront.
Locate your market, navigate the shop floor, and pull up product details the moment you need them.
Personalised coupons, regional offers, and digital receipts that keep savings and purchase history in one place.
Seasonal tips, project ideas, and a care calendar for balcony, terrace, and garden, support that continues after the job is done.
“Our transformative approach aims to deliver a seamless, customer-centric home improvement experience. The integration of digital solutions, in-store tools and personalised communications reflects our commitment to meeting the evolving needs of DIY and garden enthusiasts.”
OBI can now support customers along the entire journey, from first idea to finished project, as a reliable partner, not just a place to buy tools.
Registered heyOBI users across Europe
Average touchpoints per account each year
More revenue per customer, per purchase
The work was delivered with Open Reply, in close collaboration with OBI's product and store operations teams.
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