The furniture brand wanted to improve user-paths to increase sales, and define the next steps for France website. It was a 10 days mission including an ergonomics audit, benchmark, redesign of funnel, new concept landing pages and a service design reflexion for an omnichannel approach.
For service design missions, I always start by an analysis of the existent.
What are the main clients/users, their user-journeys, their pain points and how to improve all this?
I did this task on the 3 main personae identified, bringing solutions to their very own pain points.
Here is one example with Emilia, 30yo, moving in a new place.
The exclamation marks are the identified pain points. Those are the steps I will focus on.
We (almost) all were buying furniture for a new apartment or new place, doing all the crazy shopping all day, going home super tired, and then : you realize you forgot something. And you have to do it again tomorrow.
To avoid this pain point, the idea is to have a "smart wishlist".
From a "room" landing page, you can create a list, and you will select the products you want to add. It's also a business opportunity to include cross-sell products.
Technically, it's product category suggestions according what people usually search/buy, from big furnitures, to "nice to have" decoration objects.
Outcomes:
- you can remove what you already have and don't need to buy.
- you will not forget something in store
- you don't have to search the right category page for each product (which was a pain point),
we provide a link so you can check directly what you're looking for.
The market analysis discovered that Ikea user's were active on mobile, but there was only a few completed funnels on this device. The ergonomic audit explained why: there was some technical issues on it.
So we suggested a new, user friendly, mobile funnel.
The purpose is to create desire on products coming. For example, the Christmas collection isn't available all year. So there is a "Teasing" page for Collections to come next, with a countdown.
You can already discover the products, and be informed when the collection is launched.
Product Designer in Paris (FR)
Agencies
AREA 17, BLANK, FCINQ, Isobar, mahi-mahi, PLAYGRND*, Publicis Nurun, Stinkdigital, 5ème gauche,
Brands
Sports : Redbull, PMU, Dakar, Le Tour de France, A.S.O., La Caravane Publicitaire Culture & Divertissement : Barnes Foundation, Radio Classique, France Télévision, Arte, Radio France, Warner Bros France, Universal Music France Luxe, Mode & Beauté : Yves Rocher, Sonia Rykiel, Dior, Van Cleef & Arpels, L'Oréal Hôtellerie : Raffles, Mercure, Accor Hôtels, Aménagement : Saint-Ma
Featured in
http://letank.fr/blog/projection-the-mask-you-live-in-1412/ http://generalpop.com/2018/01/10/los-angeles-paris-artistes-galeries/ https://highwaysperformance.org/event/chloe-lobret-margaux-gayet-renew/
