Redesigning A Digital Interior Design Shop (A Case Study)

Redesigning A Digital Interior Design Shop (A Case Study)

Redesigning A Digital Interior Design Shop (A Case Study)

Boyan Kostov

2018-04-23T13:50:35+02:00
2018-04-23T12:05:22+00:00

Good products are the result of a continual effort in research and design. And, as it usually turns out, our designs don’t solve the problems they were meant to right away. It’s always about constant improvement and iteration.

I have a client called Design Cafe (let’s call it DC). It’s an innovative interior design shop founded by a couple of very talented architects. They produce bespoke designs for the Indian market and sell them online.

DC approached me two years ago to design a few visual mockups for their website. My scope then was limited to visuals, but I didn’t have the proper foundation upon which to base those visuals, and since I didn’t have an ongoing collaboration with the development team, the final website design did not accurately capture the original design intent and did not meet all of the key user needs.

A year and a half passed and DC decided to come back to me. Their website wasn’t providing the anticipated stream of leads. They came back because my process was good, but they wanted to expand the scope to give it space to scale. This time, I was hired to do the research, planning, visual design and prototyping. This would be a makeover of the old design based on user input and data, and prototyping would allow for easy communication with the development team. I assembled a small team of two: me and a fellow designer, Miroslav Kirov, to help run proper research. In less than two weeks, we were ready to start.

Kick-Off

Useful tip: I always kick off a project by talking to the stakeholders. For smaller projects with one or two stakeholders, you can blend the kick-off and the interview into one. Just make sure it’s no longer than an hour.

Stakeholder Interviews

Our two stakeholders are both domain experts. They have a brick-and-mortar store in the center of Bangalore that attracts a lot of people. Once in there, people are delighted by the way the designs look and feel. Our clients wanted to have a website that conveys the same feeling online and that would make its visitors want to go to the store.

Their main pain points:

  • The website wasn’t responsive.

  • There wasn’t a clear distinction between new, returning and potential clients.

  • DC’s selling points weren’t clearly communicated.

They had future plans for transforming the website into a hub for interior design ideas. And, last but not least, DC wanted to attract fresh design talent.

Defining the Goals

We shortlisted all of our goals for the project. Our main goal was to explain in a clear and appealing manner what DC does for existing and potential clients in a way that engages them to contact DC and go to the store. Some secondary goals were:

  • lower the drop-off rate,

  • capture some customer data,

  • clarify the brand’s message,

  • make the website responsive,

  • explain budgets better,

  • provide decision-making assistance and become an information influencer.

Key Metrics

Our number-one key metric was to convert users to leads who visit the store, which measures the main goal. We needed to improve that by at least 5% initially — a realistic number we decided on with our stakeholders. In order to do that, we needed to:

  • shorten the conversion time (time needed for a user to get in touch with DC),

  • increase the form application rate,

  • increase the overall satisfaction users get from the website.

We would track these metrics by setting up Google Analytics Events once the website is online and by talking with leads who come into the store through the website.

Useful tip: Don’t focus on too many metrics. A handful of your most important ones are enough. Measuring too many things will dilute the results.

Discovery

In order for us to gain the best possible insights, our user interviews had to target both previous and potential clients, but we had to go minimal, so we picked two potential and three existing clients. They were mostly from the IT sector — DC’s main target group. Given our pretty tight schedule, we started with desk research while we waited for all five user interviews to be scheduled.

Useful tip: You need to know who you are designing for and what research has been done before. Stakeholders tell you their story, but you need to compare it to data and to users’ opinions, expectations and needs.

Data

We could reference some Google Analytics data from the website:

  • Most users went to the kitchen, then to the bedroom, then to the living room.

  • The high bounce rate of 80%+ was probably due to a misunderstanding of the brand message and unclear flows and calls to action (CTAs).

  • Traffic was mostly mobile.

  • Most users landed on the home page, 70% of them from ads and 16% directly (mostly returning customers), and the rest were equally divided between Facebook and Google Search.

  • 90% of social media traffic came from Facebook. Expanding brand awareness to Instagram and Twitter could be beneficial.

Competitors

There’s a lot of local competition in the sector. Here were some repeating patterns:

  • video spots and elaborate galleries showing the completed designs with clients discussing their services;

  • attractive design presentations with high-quality photos;

  • targeting of group’s appropriate messages;

  • quizzes for picking styles;

  • big bold typography, less text and more visuals.

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Users

DC’s customers are mostly aged between 28 and 40, with a secondary set in the higher bracket of 38 and 55 who come for their second home. They are IT or business professionals with a mid to high budget. They value good customer experience but are price-conscious and very practical. Because they are mostly families, very often the wives are the hidden dominant decision-maker.

We talked with five users (three existing and two potential customers) and sent out a survey to 20 more (mixing existing and potential customers; see Design Cafe Questionnaire).

User Interviews

Useful tip: Be sure to schedule all of your interviews ahead of time, and plan for more people than you need. Include extreme users along with the mainstreams. Chances are that if something works for an extreme user, it will work for the rest as well. Extremes will also give you insight about edge cases that mainstreams just don’t care about.

All users were confused about the main goal of the website. Some of their opinions:

  • “It lacks a proper flow.”

  • “I need more clarity in the process, especially in terms of timelines.”

  • “I need more educational information about interior design.”

Everyone was pretty well informed about the competition. They had tried other companies before DC. All found out about DC by either a reference, Google, ads or by physically passing by the store. And, boy, did they love the store! They treated it like an Apple Store for interior design. Turns out that DC really did a great job with that.

Useful tip: Negative feedback helps us find opportunities for improvement. But positive feedback is also pretty useful because it helps you identify which parts of the product are worth retaining and building upon.

Personal touch, customer service, prices and quality of materials were their main motivations for choosing DC. People insisted on being able to see the price of every element on a page at any time (the previous design didn’t have prices on the accessories).

We made an interesting but somehow expected discovery about device usage. Mobile devices were used mostly for consumption and browsing, but when it came to ordering, most people opened their laptops.

Surveys

The survey results mostly overlapped with the interviews:

  • Users found DC through different channels, but mainly through referrals.

  • They didn’t quite understand the current state of the website. Most of them had searched for or used other services before DC.

  • All of the surveyed users ordered kitchen designs. Almost all had difficulty choosing the right design style.

  • Most users found the process of designing their own interior hard and were interested in features that could make their choice easier.

Useful tip: Writing good survey questions takes time. Work with a researcher to write them, and schedule double the time you think you’ll need.

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Planning

User Journeys Overview

Talking with customers helped us gain useful insight about which scenarios would be most important to them. We made an affinity diagram with everything we collected and started prioritizing and combining items in chunks.

Useful tip: Use a white board to download all of your team’s knowledge, and saturate the board with it. Group everything until you spot patterns. These patterns will help you establish themes and find out the most important pain points.

The result was seven point-of-view problem statements that we decided to design for:

  1. A new customer needs more information about DC because they need proof of credibility.
  2. A returning customer needs quick access to the designs because they don’t want to waste time.
  3. All customers need to be able to browse the designs at any time.
  4. All customers want to browse designs relevant to their tastes, because that will shorten their search time.
  5. Potential leads need a way to get in touch with DC in order to purchase a design.
  6. All customers, once they’ve ordered, need to stay up to date with their order status, because they need to know what they are paying for and when they will be getting it.
  7. All customers want to read case studies about successful projects, because that will reassure them that DC knows its stuff.

Using this list, we came up with design solutions for every journey.

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Onboarding

The previous home page of Design Cafe was confusing. It needed to present more information about the business. The lack of information caused confusion and people were unsure what DC is about. We divided the home page into several sections and designed it so that every section could satisfy the needs of one of our target groups:

  1. For new visitors (the purple flow), we included a short trip through the main unique selling points (USPs) of the service, the way it works, some success stories and an option to start the style quiz.

  2. For returning visitors (the blue flow), who will most likely skip the home page or use it as a waypoint, the hero section and the navigation pointed a way out to browsing designs.

  3. We left a small part at the end of the page (the orange flow) for potential employees, describing what there is to love about DC and a CTA that goes to the careers page.

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The whole point of the onboarding process was to capture the customer’s attention so that they could continue forward, either directly to the design catalog or through a feature we called the style quiz.

Browsing designs

We made the style quiz to help users narrow down their results.

DC previously had a feature called a 3D builder that we decided to remove. It allowed you to set your room size and then drag-and-drop furniture, windows and doors into the mix. In theory, this sounds good, but in reality people treated it much like a game and expected it to function like a minified version of The Sims’ Build Mode.

The Sims’ Build Mode, by Electronic Arts. (Large preview)

Everything made with the 3D builder was ending up completely modified by the designers. The tool was giving people a lot of design power and too many choices. On top of that, supporting it was a huge technical endeavor because it was a whole product on its own.

Compared to it, the style quiz was a relatively simple feature:

  1. It starts out by asking about colors, textures and designs you like.

  2. It continues to ask about room type.

  3. Eventually, it displays a curated list of designs based on your answers.

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The whole quiz wizard extends to only four steps and takes less than a minute to complete. But it makes people invest a tad bit of their time, thus creating engagement. The result: We’re improving conversion time and overall satisfaction.

Alternatively, users can skip the style quiz and go directly to the design catalog, then use the filters to fine-tune the results. The page automatically shows kitchen designs, what most people are looking for. And for the price-conscious, we made a small feature that allows them to input their room’s size, and all prices are recalculated.

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If people don’t like anything from the catalog, chances are they are not DC’s target customer and there’s not much we can do to keep them on the website. But if they do like a design, they could decide to go forward and get in touch with DC, which brings us to the next step in the process.

Getting in Touch

Contacting DC needed to be as simple as possible. We implemented three ways to do that:

  • through the chat, shown on every page — the quickest way;

  • by opening the contact page and filling out the form or by just calling DC on the phone;

  • by clicking “Book a consultation” in the header, which asks for basic information and requests an appointment (upon submission, the next steps are shown to let users know what exactly is going to happen).

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The rest of this journey continues offline: Potential customers meet a DC designer and, after some discussions and planning, place an order. DC notifies them of any progress via email and sends them a link to the progress tracker.

Order Status

The progress tracker is in a user menu in the top-right corner of the design. Its goal is to show a timeline of the order. Upon an update, an “unread” notification pops out. Most users, however, will usually find out about order updates through email, so the entry point for the whole flow will be external.

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Once the interior design order is installed and ready, users will have the completed order on the website for future reference. Their project could be featured on the home page and become part of the case studies.

Case Studies

One of DC’s long-term goals is for its website to become an influencer hub for interior design, filled with case studies, advice and tips. It’s part of a commitment to providing quality content. But DC doesn’t have that content yet. So, we decided to start that section with minimal effort and introduce it as a blog. The client would gradually fill it up with content and detailed process walkthroughs. These would be later expanded and featured on the home page. Case studies are a feature that could significantly increase brand awareness, though they would take time.

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Preparing for Visual Design

With the critical user journeys all figured out and wireframed, we were ready to delve into visual design.

Data showed that most people open the website on their phones, but interviews proved that most of them were more willing to buy through a computer, rather than a mobile device. Also, desktop and laptop users were more engaged and loyal. So, we decided to design for desktop-first and work down to the smaller (mobile) resolutions from it in code.

Visual Design

We started collecting visual ideas, words and images. Initially, we had a simple word sequence based on our conversations with the client and a mood board with relevant designs and ideas. The main visual features we were after were simplicity, bold typography, nice photos and clean icons.

Useful tip: Don’t follow a certain trend just because everybody else is doing it. Create a thorough mood board of relevant reference designs that approximate the look and feel you’re going after. This look should be in line with your goals and target audience.

Simple, elegant, easy, modern, hip, edgy, brave, quality, understanding, fresh, experience, classy.

Mood board. (Large preview)

Our client had already started working on a photo shoot, and the results were great. Stock photography would have ruined everything personal about this website. The resulting photos blended with the big type pretty well and helped with that simple language we were after.

Typography

Initially, we went with a combination of Raleway and Roboto for the typography. Raleway is a great font but a bit overused. The second iteration was Abril Fatface and Raleway for the copy. Abril Fatface resembles the splendor of Didot and made the whole page a lot more heavy and pretentious. It was an interesting direction to explore, but it didn’t resonate with the modern techy feel of DC. The last iteration was Nexa for the titles, which turned out to be the best choice due to its modern and edgy feel, with Lato — both a great fit.

Useful tip: Play around with type variations. List them side by side to see how they compare. Go to Typewolf, MyFonts or a similar website to get inspired. Look for typefaces that make sense for your product. Consider readability and accessibility. Don’t go overboard with your type scale; keep it as minimal as possible. Check out Butterick’s summary of key rules if in doubt.

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Colors

DC already had a color scheme, but they gave us the freedom to experiment. The main colors were tints of cyan, golden and plum (or, rather, a strange kind of bordeaux), but the original hues were too faded and didn’t blend with each other well enough.

Useful tip: If the brand already has colors, test slight variations to see how they fit the overall design. Or remove some of the colors and use only one or two. Try designing your layout in monochrome and then test different color combinations on an already mocked-up design. Check out some other great tips by Wojciech Zieliński in his article “How to Use Colors in UI Design: Practical Tips and Tools”.

Here’s what we decided on in the end:

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Source: Smashing Magazine