The Challenge
A furniture company built their business around a physical showroom and an eCommerce store. The store was limited by not being able to show product prices due to their business model and brand partnerships. Feeling other furniture start-ups encroaching on their customer base, they wanted to create their own unique mobile experience featuring more exclusive high-end furniture brands.
Solutions & Objectives
Create a mobile “look book” style functionality for the main store that shows a room photo with specific products.
Let the user view details, save and shop individual items from these images.
Modernize the look, tone and layout of the rest of the eCommerce experience paying special attention to navigating a large catalogue.
Project Process
DISCOVER
Business Objectives
Stakeholder Interviews
Competitive Analysis
DEFINE
Personas
User Stories & Flows
Information Architecture
CREATE
Wireframes
Visual Design / Style Components
Prototype
User Personas
Research for personas included analytics, order data and customer service examples to create two main profiles:
ALISON - THE LUXE SHOPPER
Bio: Alison’s kids are grown are finally all out of the house. Time to decorate! She wants to update her living room with more artistic pieces that she doesn’t have to worry about teenagers around. She’s already done a bit of shopping at Williams Sonoma and Restoration Hardware for some other rooms, but needs a few more ideas for her larger design.
Motivations: Her last interior design purchased some pieces she really liked from this furniture company and she wants to see what they might have to match her vision. She has a larger budget, however, she is still looking to get a low price for the items she wants to purchase. Plus, even though she wants a low price, she doesn’t want to feel like she’s shopping on a bargain site.
BETH - THE PROFESSIONAL
Bio: Beth is a sought-after interior designer known for her plush, posh and unique style. She frequently works with this furniture company because they have access to certain brands that have special partnerships and pricing to offer her clients.
Motivations: Her business is built on relationships with her clients. Some of her clients like to be more involved than others and do some of their own shopping. She’d love to if these clients could easily save and share items they like with her.
Visual Design Concepts
Previous brand guide
Modernizing the experience included a re-thinking of the client’s brand identity.
Client direction: something purple.
Mood Board Examples
User Stories
Examples WITH DESIGNS
When Beth, The Professional, knows the exact type of item she needs to complete a room, she wants to be able to filter down her search to look through only certain items, such as a specific-color and fabric of chair.
Both Beth and Alison have made some decisions and are looking at a specific category. They want to be able to see nice clear images and prices and be able to filter and sort further if needed.
Alison, The Luxe Shopper, is in the early phases of her living room redesign. She’s already looked at Pinterest and decor websites, but she wants to be able to see fully-designed living rooms where she save her favorite rooms and items.
