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Elevating Proper Furniture's Online Shopping Experience
Introduction
Proper Furniture is an online and in-person furniture retailer that prides themselves on providing customers with a world-class in-store experience.
Company Goals
Because of in-store limitations, Proper Furniture would like to improve their customers online experience so it more closely matches the journey a customer would have walking through their store. Prompt: Create a product page that improves upon the current visual interface and user experience.
CLIENT
Proper Furniture
MY ROLE
Competitive Analysis
User Flows
UI Design
Prototyping
TIMELINE
1 week sprint
TOOLS
Adobe XD
Current Site Analysis
I began the design process with an assessment of the current site, making note of any features or interactions that needed to be carried over to the new design.
While discussing possible opportunities, the client informed me that the team was focused on restructuring the Information Architecture of the site as well as launching a new chat feature so users could easily speak with a customer service representative about a possible purchase or various ordering options.
Primary Persona
General Demographic
(Females between the age of 32 and 45)
The industry has seen large growth due to the Covid-19 pandemic. A simple explanation would account for the increase, as many workers were forced to work from home during the pandemic; adding that this increase in time spent at home attributed to customers becoming more focused on improving their home living situations to better fit their needs.
Full Persona Review -Coming Soon-
Competitive Analysis
I began to look deeper into best practice patterns found on current successful ecommerce platforms. I focused my efforts on 5 ecommerce sites both inside and outside the competitive space.
• Bed Bath & Beyond
• Walmart
• Macy's
• Bernie & Phyl's
• Wayfair
Features to Add
From this competitive analysis I was able to discover multiple trends that are being used on various ecommerce sites. These trends helped inform a list of "nice to have" features that should be included on our first iteration.
This list included:
• Direct link Icon to shopping cart
• Improved Breadcrumbs for user navigation
• Added Color Swatches for products with multiple color or style choices
•Customer Images (#ProperFurniture) that link to social so users can share their products
• Ability to Favorite Items for improved SEO and related searches
Additional Needs
Other needs identified involving brand alignment and consistency included:
Standardizing product image size to be constrained within a typical image modal for consistency and best practice for developers.
Standardizing "at a glance" products to have the same amount of product information and descriptive text.
Removing current "wish list" system which added another step in the purchase flow that made users reselect items they had already added to their carts. This could subconsciously make users question their purchase decision.
Assess the current site for WCAG accessibility standards as there were numerous instances where visibility was an issue.
Initial Response and Actionable Next Steps
Improvements and iterations: This is a Minimum Viable Product and its in its first stage of iterations. Only one user flow has been designed in this instance so other flows will need to be built out.
Testing for conversions: I would like to use AB Testing and heatmapping software (for visitor clicks) to track conversions to properly evaluate metrics to judge how successful the prototype will be.
Integrate new live chat features: Knowing that the client was in the process of launching a new chat feature, I would like to work with the customer service team so they are best representing the brand to the consumer as UX writing is also a very valuable component to this feature.
Speak to a sales representative: This feature intrigued me the most as the client wanted to gravitate customers to the "Schedule an Appointment" instead of "Add to Cart". In their experience, customers were more inclined to make large purchases if they were able to speak to a live sales associate instead of just clicking "Buy". They found this put customers at ease knowing they were receiving the proper attention during the purchasing phase as there are many variables that could impact a users decision when purchasing. Knowing what I know now will impact how prominent that Button or CTA will be in future iterations.
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