DESN1024 MAJOR DESIGN PROJECT Professor : Judith Gregory & Edda Dolcetti
ENHANCING THE FURNISHING SHOPPING EXPERIENCE
- NAMRATA RAJPAL
THE CUSTOMER SHOPPING JOURNEY
DESIGN PROJECT GOAL Enhance the overall shopping experience for the brand - West Elm by redesigning the already existing (Design Crew Room Planner) space planning tool.
PROJECT GAP A gap in customer experience and expectation The existing design tool is not user-friendly and does not align with the customer needs & goals.
PROJECT OBJECTIVE To Identify and solve the problem areas in each phase of the furnishing shopping journey to design a seamless experience
MISTAKES EVERYONE MAKES WHEN SHOPPING FOR FURNISHING
Forgetting to Measure
Buying the c Whole Set
Not c Thinking Ahead
Rushing the Process Ignoring c Budget Not c Being Practical
Skipping the c Research Phase
CREATIVE STRATEGIC FOCUS To help customers confidently experience, experiment, imagine and design their space, so they can see what the new paint, decor and furniture would look like in their home before they buy, reducing the chances of buyer's remorse.
CUSTOMER CENTRIC
BUSINESS NEED The Aim is to bridge the gap between existing and desired situations West Elm holds against aggressive competitors, it must build a distinctive offer that emphasises on value propositions that resonates with today’s consumers.
Ultraconvenience
Seamless
Hassle-free shopping experience
WHAT WEST ELM CURRENTLY OFFERS BRAND INTERACTION WITH CUSTOMERS
HOW DOES ROOM PLANNER TOOL WORK?
1 Sign into Room Planner - free
2
3
Draw Your Floor Plan
Furnish Your Room
4 See Your Room plan in 2D
5 Purchase online
OR Print plan and meet- Design Crew team at retail locations
CUSTOMER PAIN POINTS WHILE PLANNING & DESIGNING PROJECTS ON THIS TOOL
1 Sign into Room Planner - free
2 Draw Your Floor Plan
3 Furnish Your Room
4
5
See Your Room plan in 2D
Purchase online
OR Print plan and meet- Design Crew team at retail locations
VERY GRATIFYING
GRATIFYING
SATISFYING
NEUTRAL
SAD
Sign into Room Planner - free Draw Your Floor Plan
Furnish Your Room See Your Room plan in 2D Purchase online Print plan and meet- Design Crew team at retail locations
RESEARCH
PLAN
ENGAGE
PURCHASE
DELIVERY
POST PURCHASE
VERY GRATIFYING
GRATIFYING
SATISFYING
NEUTRAL
SAD
Sign into Room Planner - free Draw Your Floor Plan
Furnish Your Room See Your Room plan in 2D Purchase online Print plan and meet- Design Crew team at retail locations
1 Sign into Room Planner - free
2 Draw Your Floor Plan
3 Furnish Your Room
4 See Your Room plan in 2D
Room Planner is currently only supported on desktop and laptop computers
5 Purchase online
OR Print plan and meet- Design Crew team at retail locations
1 Sign into Room Planner - free
2 Draw Your Floor Plan
3 Furnish Your Room
4 See Your Room plan in 2D
5 Purchase online
OR Print plan and meet- Design Crew team at retail locations
Manual work for customers — Customers have to physically measure; usually write down measurements of their space on a paper before they start to plan on this tool
1 Sign into Room Planner - free
2 Draw Your Floor Plan
3 Furnish Your Room
4 See Your Room plan in 2D
5 Purchase online
OR Print plan and meet- Design Crew team at retail locations
• Items customers like on the brand website cannot be found • •
on the Room Planner Customers put an item on their plan, but it isn’t available on the website. Customers are unable to check the website on the items availability before coming to the physical store
1 Sign into Room Planner - free
2 Draw Your Floor Plan
3 Furnish Your Room
4 See Your Room plan in 2D
5 Purchase online
OR Print plan and meet- Design Crew team at retail locations
Room Planner does not show the view in 3D
1 Sign into Room Planner - free
2 Draw Your Floor Plan
3 Furnish Your Room
4 See Your Room plan in 2D
5
OR
Purchase online
Room Planner does not support purchases
Print plan and meet- Design Crew team at retail locations
1 Sign into Room Planner - free
2 Draw Your Floor Plan
3 Furnish Your Room
4 See Your Room plan in 2D
5 Purchase online
OR Print plan and meet- Design Crew team at retail locations
What can one do with their Room Planner plans? Customers have to print design and meet with a member of the Design Crew team at the retail locations for expert advice on their layout /size /fit /colour, etc., and hence make multiple trips to store
1 Sign into Room Planner - free
2 Draw Your Floor Plan
3 Furnish Your Room
4 See Your Room plan in 2D
5 Purchase online
OR Print plan and meet- Design Crew team at retail locations
Leading to most shoppers abandoning their purchase because of the back and forth
RESEARCH
PLAN
ENGAGE
PURCHASE
DELIVERY
POST PURCHASE
Customers who need help throughout from inspiration (research) to installation (post purchase) when setting up their space
DESIGN CREW ENHANCEMENT 2.0 Deepen focus on the Pre-sales and Sales planning experience for the West Elm customers through the already existing Design Crew App
c
Long-Lasting Relationship With Customers And Reduse Buyers Remorse
Drive sales
c
Elevate Shopping experience
WHAT ARE THE COMPETITORS OFFERING BRAND INTERACTION WITH CUSTOMERS Design Tools That Make Customer Experience Better - Other Mobile Apps And Websites For What They Offer
1
Research & Inspiration - Pinterest / blog tab triggering product recommendation
2 Experiment to envision different configurations of art and furnishings Buyers can upload photos of their space via the app - Try on a new design before they buy. See how furniture, accessories & rugs look in your home and take the guesswork out of redecorating.
3 Measure anything
• This tool helps make and store •
measurements so everything will fit correctly the first time. No need to constantly carry around a tape measure; this app allows users to snap photo of a space and write the measurements right on it.
4 Color Capture
• Create and save colour palettes • Downloadable colour themes • Create a palette based on a photograph, share •
with friends or designers by email. Spot colour palettes while out
5 Manage and Share Moodpboard's, Budgets, Presentations This tool merges mood boards, shopping lists, cut sheets, and specs all into one app, making client presentations and project management a breeze. Share with contractors, designers, or real estate agents.
6
Merges the worlds of rendering and shopping
• •
This tool helps Furnish & annotate floor plans
•
Takes care of purchase, payment, shipping, and returns
Lets users “try on" furnishings without having to navigate through the store aisles
1. INSPIRATION - (Colour/Theme/MoodBoard) Users should find products they love.(By Taking a style quiz, describing the project and by showing pieces they like-inspiration)
2. MEASUREMENTS & PICTURES Users should be able to take photos and measurements - Upload picture > clear everything out and create a 3D model of their space to scale.
3. TRANSFORMATION (try before you buy) Users should be able to see the transformation and share it with family/friends.
4. SHOP - possible online and in-store (Increase Sales) It should be easy to shop( Once the user is happy with the space design, it’s easy to shop all the products directly from West Elm - Their stylists send multiple layout options and design ideas and can take it from there or work one-on-one with a West Elm stylist.
CUSTOMERS TURN FOR HELP AT EVERY PHASE OF FURNISHING THEIR HOME
RESEARCH
PLAN
ENGAGE
PURCHASE
DELIVERY
POST PURCHASE
TO AVOID BUYERS REMORSE
Know your c personal shopping style
Do your research
Don’t buy c under pressure
Measure
Visualisecthe room
CUSTOMERS WANT RETAILERS TO HELP CURATE FOR THEM
KEEPING BUSINESS GOALS AND USER NEEDS IN MIND
Application revamp design on prioritised features at key touch-points, to improve the customers overall shopping journey.
FEATURES PRIORITISATION
PROJECT SOPE TEAM EVOLUTION. STAGES. COORDINATOR RESPONSIBLE
WORK FLOW STRUCTURE KEY PHASES OF THE PROJECT
1. Discovery & strategy
2. Concept development
1st June - 12th June 2020
13th June - 22nd June 2020
3. Solution Development/ prototyping
4. Final Deliverables
2nd July - 15th July 2020
23rd June - 1st July 2020
TEAM RESPONSIBLE
Name : Namrata Rajpal Designation : Design Manager Responsible : Phase 1 - Phase 4
Name : Jeanne Decronumbourg Designation : Design Researcher Responsible : Phase 1. Discovery & strategy
Name : Amanda Nobile Designation : Senior UI UX Designer Responsible : Phase 2. Concept development Phase 3. Solution Development/ prototyping
Name : Madeson Darcy Designation : Junior UI UX Designer Responsible : Phase 2. Concept development Phase 3. Solution Development/ prototyping
Name : Carl Chevez Designation : Junior Graphic Designer Responsible : Phase 4. Final Deliverables
DESIGN CREW ENHANCEMENT 2.0 The Intention is to make Design Crew Room Planner, the space planning tool into a multichannel application that includes mobile and web interfaces, reducing the chances of buyer's remorse, Drive sales & to elevate the shopping experience overall