Project type
Website Redesign
sector
Retail
Team
UX Designers
Product Manager
Marketing
Tools
Figma
Google Surveys
Adobe Photoshop
Time
12 weeks
CLIENT
SCS SOFAS
Contribution
UX Designer
UX Researcher
Brief
Redesign the company's digital and in-store experience to improve the overall customer journey and brand perception. This shift moves the brand from price-driven advertising to an emotion-led strategy that highlights comfort and quality.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
top pain points
Customers are often overwhelmed by the excess of price-driven signage in-store and digitally.
Customers want a budget sofa, but don't want to forfeit quality.
Customers want a budget sofa, but don't want to forfeit quality.
Customers are often overwhelmed by the excess of price-driven signage in-store and digitally.
Most customers want to go in-store to see sofas they viewed online. However, customers must restart their purchasing journey the moment they switch from online to in-store and vise versa. They also have to explore the entire store to find the sofa they liked online.
Customers can't track their sofa delivery and lose all contact with ScS after their purchase.
top INSIGHTS
The core buying decision is driven by a deep need to align budget constraints with perceived quality. Customers are not simply seeking "cheap"; they require design solutions that effectively validate a sofa's long-term value despite its lower price point.
The core buying decision is driven by a deep need to align budget constraints with perceived quality. Customers are not simply seeking "cheap"; they require design solutions that effectively validate a sofa's long-term value despite its lower price point.
The current shopping experience suffers from a critical lack of continuity. Users are forced to restart their journey when transitioning between online and physical channels, resulting in high frustration and wasted time spent searching for previously liked items in-store.
The current shopping experience suffers from a critical lack of continuity. Users are forced to restart their journey when transitioning between online and physical channels, resulting in high frustration and wasted time spent searching for previously liked items in-store.
The lack of communication and tracking after a purchase creates significant post-purchase anxiety and erodes customer loyalty. The solution must extend the customer relationship beyond the transaction by providing real-time visibility and reliable delivery assurance.
The lack of communication and tracking after a purchase creates significant post-purchase anxiety and erodes customer loyalty. The solution must extend the customer relationship beyond the transaction by providing real-time visibility and reliable delivery assurance.
OLD IMAGERY
NEW SCS IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD IMAGERY
NEW SCS IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD IMAGERY
NEW SCS IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
TOP Challenges
Overcoming Price-Driven Perceptions: The major challenge was shifting the brand's perception from a price-focused retailer to a high-quality, value-driven company. This required a complete redesign of the messaging and visual identity.
Displaying Hundreds of Colors: The brand had an extensive color catalog that was difficult to showcase digitally without overwhelming the user or making the experience clunky.
Tracking User Activity: The current platform fails to support an omni-channel experience. Users cannot resume their shopping journey where they left off, resulting in high friction when transitioning from digital to physical, and vice-versa.
Solutions
The majority of price-driven advertising was removed from the main pages. The new design focused on lifestyle imagery that evoked feelings of comfort, family, and relaxation.
An interactive color map was created, which allows users to click on any point of a color spectrum. The system uses a matching algorithm to display the closest available color in the catalog. This gives customers the perception of limitless choice while simplifying the product discovery process.
An interactive color map was created, which allows users to click on any point of a color spectrum. The system uses a matching algorithm to display the closest available color in the catalog. This gives customers the perception of limitless choice while simplifying the product discovery process.
I implemented a user login and omni-channel synchronization system to track the customer journey. This system ensures seamless continuity: when a user scans a QR code in-store, the physical sofa is immediately displayed in their online profile, allowing them to add it to their wishlist or cart. This synchronized tracking enables personalized support and allows customers to schedule an appointment where an associate can guide them directly to their saved sofas, eliminating wasted time and friction upon arrival.
I implemented a user login and omni-channel synchronization system to track the customer journey. This system ensures seamless continuity: when a user scans a QR code in-store, the physical sofa is immediately displayed in their online profile, allowing them to add it to their wishlist or cart. This synchronized tracking enables personalized support and allows customers to schedule an appointment where an associate can guide them directly to their saved sofas, eliminating wasted time and friction upon arrival.
THE RESULTS
THE RESULTS
Launch Performance: Following the redesign, the website's conversion rate increased by 15%, and the average time on product pages rose by 25%. The new, emotion-focused content led to a 40% increase in social media engagement, with customers sharing pictures of their new sofas and using a brand-specific hashtag.
Launch Performance: Following the redesign, the website's conversion rate increased by 15%, and the average time on product pages rose by 25%. The new, emotion-focused content led to a 40% increase in social media engagement, with customers sharing pictures of their new sofas and using a brand-specific hashtag.
Customer Experience: The virtual color map saw an 80% user adoption rate, with customers spending an average of 3 minutes using the tool. This led to a 10% decrease in customer service inquiries related to color swatches. In-store sales assistants reported that the omni-channel tracking system helped them close sales more efficiently by providing them with valuable insight into customer preferences.
Customer Experience: The virtual color map saw an 80% user adoption rate, with customers spending an average of 3 minutes using the tool. This led to a 10% decrease in customer service inquiries related to color swatches. In-store sales assistants reported that the omni-channel tracking system helped them close sales more efficiently by providing them with valuable insight into customer preferences.
CLIENT
SCS SOFAS
sector
Retail
Project Type
Website Redesign
Time
12 weeks
Contribution
UX Designer
UX Researcher
Team
UX Designers
Product Manager
Marketing
Marketing
Tools
Figma
Google Surveys
Adobe Photoshop
SCS SOFAS
SCS SOFAS
SCS SOFAS
PROJECT TYPE
Website Redesign
sector
Retail
Team
UX Designers
Product Manager
Product Manager
Marketing
tools
Figma
Google Surveys
Adobe Photoshop
Time
12 weeks
PORTRAIT
TOP PRIORITIES GRID
PERSONA
TOP PRIORITIES
USABILITY ISSUES
COMPETITIVE ANALYSIS
TRIANGULATION
TOP PRIORITIES GRID
PERSONA
TOP PRIORITIES
USABILITY ISSUES
COMPETITIVE ANALYSIS
TRIANGULATION
TOP PRIORITIES GRID
PERSONA
TOP PRIORITIES
USABILITY ISSUES
COMPETITIVE ANALYSIS
TRIANGULATION
▼
Real Recommendations
by real
people
Featuring
curators
from
around
the
world
▼
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
NEW SCS IMAGERY (CUSTOMER PREFERRED)
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
NEW SCS IMAGERY (CUSTOMER PREFERRED)
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
NEW SCS IMAGERY (CUSTOMER PREFERRED)
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD SCS IMAGERY
NEW SCS IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD SCS IMAGERY
NEW SCS IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD SCS IMAGERY
NEW SCS IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
Caption text
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
Caption text
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
Caption text
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
MARKETING AFTER MY HELP REBRANDING
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
MARKETING AFTER MY HELP REBRANDING
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
MARKETING AFTER MY HELP REBRANDING
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
MARKETING AFTER MY HELP REBRANDING
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
MARKETING AFTER MY HELP REBRANDING
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
MARKETING AFTER MY HELP REBRANDING
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING AFTER MY HELP
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
The problem
TOP CHALLENGES
The core buying decision is driven by a deep need to align budget constraints with perceived quality. Customers are not simply seeking "cheap"; they require design solutions that effectively validate a sofa's long-term value despite its lower price point.
Overcoming Price-Driven Perceptions: The major challenge was shifting the brand's perception from a price-focused retailer to a high-quality, value-driven company. This required a complete redesign of the messaging and visual identity.
Overcoming Price-Driven Perceptions: The major challenge was shifting the brand's perception from a price-focused retailer to a high-quality, value-driven company. This required a complete redesign of the messaging and visual identity.
Displaying Hundreds of Colors: The brand had an extensive color catalog that was difficult to showcase digitally without overwhelming the user or making the experience clunky.
Tracking User Activity: The current platform fails to support an omni-channel experience. Users cannot resume their shopping journey where they left off, resulting in high friction when transitioning from digital to physical, and vice-versa.
Arising Challenges
SOLUTIONS
Overcoming Price-Driven Perceptions: The major challenge was shifting the brand's perception from a price-focused retailer to a high-quality, value-driven company. This required a complete redesign of the messaging and visual identity.
The majority of price-driven advertising was removed from the main pages. The new design focused on lifestyle imagery that evoked feelings of comfort, family, and relaxation.
Overcoming Price-Driven Perceptions: The major challenge was shifting the brand's perception from a price-focused retailer to a high-quality, value-driven company. This required a complete redesign of the messaging and visual identity.
An interactive color map was created, which allows users to click on any point of a color spectrum. The system uses a matching algorithm to display the closest available color in the catalog. This gives customers the perception of limitless choice while simplifying the product discovery process.
I implemented a user login and omni-channel synchronization system to track the customer journey. This system ensures seamless continuity: when a user scans a QR code in-store, the physical sofa is immediately displayed in their online profile, allowing them to add it to their wishlist or cart. This synchronized tracking enables personalized support and allows customers to schedule an appointment where an associate can guide them directly to their saved sofas, eliminating wasted time and friction upon arrival.
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
The sOLUTION
THE RESULTS
The core buying decision is driven by a deep need to align budget constraints with perceived quality. Customers are not simply seeking "cheap"; they require design solutions that effectively validate a sofa's long-term value despite its lower price point.
Launch Performance: Following the redesign, the website's conversion rate increased by 15%, and the average time on product pages rose by 25%. The new, emotion-focused content led to a 40% increase in social media engagement, with customers sharing pictures of their new sofas and using a brand-specific hashtag.
Overcoming Price-Driven Perceptions: The major challenge was shifting the brand's perception from a price-focused retailer to a high-quality, value-driven company. This required a complete redesign of the messaging and visual identity.
Customer Experience: The virtual color map saw an 80% user adoption rate, with customers spending an average of 3 minutes using the tool. This led to a 10% decrease in customer service inquiries related to color swatches. In-store sales assistants reported that the omni-channel tracking system helped them close sales more efficiently by providing them with valuable insight into customer preferences.
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
T-STONE DEVICE
T-STONE DEVICE PARTS
GRYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
GRYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
GRYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
top Pain points
Customers are often overwhelmed by the excess of price-driven signage in-store and digitally.
Customers want a budget sofa, but don't want to forfeit quality.
Most customers want to go in-store to see sofas they viewed online. However, customers must restart their purchasing journey the moment they switch from online to in-store and vise versa. They also have to explore the entire store to find the sofa they liked online.
Customers can't track their sofa delivery and lose all contact with ScS after their purchase.
top Insights
The core buying decision is driven by a deep need to align budget constraints with perceived quality. Customers are not simply seeking "cheap"; they require design solutions that effectively validate a sofa's long-term value despite its lower price point.
The core buying decision is driven by a deep need to align budget constraints with perceived quality. Customers are not simply seeking "cheap"; they require design solutions that effectively validate a sofa's long-term value despite its lower price point.
The current shopping experience suffers from a critical lack of continuity. Users are forced to restart their journey when transitioning between online and physical channels, resulting in high frustration and wasted time spent searching for previously liked items in-store.
The lack of communication and tracking after a purchase creates significant post-purchase anxiety and erodes customer loyalty. The solution must extend the customer relationship beyond the transaction by providing real-time visibility and reliable delivery assurance.
CLIENT
SCS SOFAS
Contribution
UX Designer
UX Researcher
Brief
Redesign the company's digital and in-store experience to improve the overall customer journey and brand perception. This shift moves the brand from price-driven advertising to an emotion-led strategy that highlights comfort and quality.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
CLIENT
SCS SOFAS
Contribution
UX Designer
UX Researcher
Brief
Redesign the company's digital and in-store experience to improve the overall customer journey and brand perception. This shift moves the brand from price-driven advertising to an emotion-led strategy that highlights comfort and quality.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
RESEARCH METHODS
USER TESTING
INSIGHTS
ROUND 2: USER TESTING
USABILITY TESTING
RESEARCH METHODS
USER TESTING
INSIGHTS
ROUND 2: USER TESTING
USABILITY TESTING
RESEARCH METHODS
USER TESTING
INSIGHTS
ROUND 2: USER TESTING
USABILITY TESTING
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
PROCESSING PRIMARY RESEARCH
TARGET GROUP
PAIN POINTS
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
IMMERSIVE EXPERIENCE
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
PROCESSING PRIMARY RESEARCH
TARGET GROUP
PAIN POINTS
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
IMMERSIVE EXPERIENCE
PRIMARY RESEARCH
AFFINITY MAP
IMMERSIVE EXPERIENCE CONCEPT
PROCESSING PRIMARY RESEARCH
TARGET GROUP
PAIN POINTS
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
IMMERSIVE EXPERIENCE
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
PRIMARY RESEARCH
AFFINITY MAP
AEIOU, PERSONA & USER JOURNEY
KWLAQ
PERSONA & STORYBOARD
IDEATION
IDEATION
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
MARKETING AFTER MY HELP REBRANDING
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
MARKETING AFTER MY HELP REBRANDING
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
OLD BRANDING ACCESSIBILITY ISSUES
WIREFRAMES
MARKETING AFTER MY HELP REBRANDING
WCAG ACCESSIBILITY ISSUES
CARD SORTING
NEW BRANIDING
GRID SYSTEM & BREAKPOINTS
USABILITY TESTING
NEW BRANDING WCAG
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
REOCURRING THEMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
REOCURRING THEMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
REOCURRING THEMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
RESEARCH METHODS
ROUND 2: USER TESTING
PRIMARY RESEARCH
INSIGHTS
GRID SYSTEM
Thumb Zone
WCAG
COLOR PALETTE
GRID SYSTEM
Thumb Zone
WCAG
COLOR PALETTE
GRID SYSTEM
Thumb Zone
WCAG
COLOR PALETTE
GRID SYSTEM
Thumb Zone
WCAG
COLOR PALETTE
GRID SYSTEM
Thumb Zone
WCAG
COLOR PALETTE
GRID SYSTEM
Thumb Zone
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
GRID SYSTEM
THUMB ZONE
WCAG
COLOR PALETTE
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
NEW SCS IMAGERY (CUSTOMER PREFERRED)
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
NEW SCS IMAGERY (CUSTOMER PREFERRED)
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
NEW SCS IMAGERY (CUSTOMER PREFERRED)
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
PRIMARY RESEARCH ROUND 2
WIREFRAMES
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
OLD IMAGERY
NEW SCS IMAGERY (CUSTOMER PREFERRED)
WIREFRAMES
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
OLD IMAGERY
NEW SCS IMAGERY (CUSTOMER PREFERRED)
WIREFRAMES
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
OLD IMAGERY
NEW SCS IMAGERY (CUSTOMER PREFERRED)
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
REOCURRING THEMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
REOCURRING THEMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
OLD IMAGERY VS CUSTOMER PREFERENCE IMAGERY
SCS BEFORE OUR HELP (PRICE-DRIVEN)
SCS AFTER OUR HELP (EMOTIONAL)
WIREFRAMES
REOCURRING THEMES
INSIGHTS
USABIILITY TESTING
RESEARCH METHODS
top insights
The core buying decision is driven by a deep need to align budget constraints with perceived quality. Customers are not simply seeking "cheap"; they require design solutions that effectively validate a sofa's long-term value despite its lower price point.
The current shopping experience suffers from a critical lack of continuity. Users are forced to restart their journey when transitioning between online and physical channels, resulting in high frustration and wasted time spent searching for previously liked items in-store.
The lack of communication and tracking after a purchase creates significant post-purchase anxiety and erodes customer loyalty. The solution must extend the customer relationship beyond the transaction by providing real-time visibility and reliable delivery assurance.
The lack of communication and tracking after a purchase creates significant post-purchase anxiety and erodes customer loyalty. The solution must extend the customer relationship beyond the transaction by providing real-time visibility and reliable delivery assurance.
TOP CHALLENGES
Overcoming Price-Driven Perceptions: The major challenge was shifting the brand's perception from a price-focused retailer to a high-quality, value-driven company. This required a complete redesign of the messaging and visual identity.
Displaying Hundreds of Colors: The brand had an extensive color catalog that was difficult to showcase digitally without overwhelming the user or making the experience clunky.
Tracking User Activity: The current platform fails to support an omni-channel experience. Users cannot resume their shopping journey where they left off, resulting in high friction when transitioning from digital to physical, and vice-versa.
The lack of communication and tracking after a purchase creates significant post-purchase anxiety and erodes customer loyalty. The solution must extend the customer relationship beyond the transaction by providing real-time visibility and reliable delivery assurance.
SOLUTIONS
The majority of price-driven advertising was removed from the main pages. The new design focused on lifestyle imagery that evoked feelings of comfort, family, and relaxation.
An interactive color map was created, which allows users to click on any point of a color spectrum. The system uses a matching algorithm to display the closest available color in the catalog. This gives customers the perception of limitless choice while simplifying the product discovery process.
I implemented a user login and omni-channel synchronization system to track the customer journey. This system ensures seamless continuity: when a user scans a QR code in-store, the physical sofa is immediately displayed in their online profile, allowing them to add it to their wishlist or cart. This synchronized tracking enables personalized support and allows customers to schedule an appointment where an associate can guide them directly to their saved sofas, eliminating wasted time and friction upon arrival.
results
Launch Performance: Following the redesign, the website's conversion rate increased by 15%, and the average time on product pages rose by 25%. The new, emotion-focused content led to a 40% increase in social media engagement, with customers sharing pictures of their new sofas and using a brand-specific hashtag.
Customer Experience: The virtual color map saw an 80% user adoption rate, with customers spending an average of 3 minutes using the tool. This led to a 10% decrease in customer service inquiries related to color swatches. In-store sales assistants reported that the omni-channel tracking system helped them close sales more efficiently by providing them with valuable insight into customer preferences.
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
T-STONES
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
T-STONES
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
T-STONES
T-STONE DEVICE
T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
T-STONE DEVICE
T-STONE DEVICE PARTS
GYROSCOPIC EFFECT SPINNER
AR ZONE USER TESTING
AR ZONE USER TESTING
AR ZONE TESTING
WIZARD OF OZ (USER TESTING)
tHE bRIEF
Redesign the company's digital and in-store experience to improve the overall customer journey and brand perception. This shift moves the brand from price-driven advertising to an emotion-led strategy that highlights comfort and quality.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
My process
I utilize a design thinking process, which is non-linear. If you would like to see my process for this project and others, visit my UX research portfolio.
top pain points
Customers are often overwhelmed by the excess of price-driven signage in-store and digitally.
Customers want a budget sofa, but don't want to forfeit quality.
Most customers want to go in-store to see sofas they viewed online. However, customers must restart their purchasing journey the moment they switch from online to in-store and vise versa. They also have to explore the entire store to find the sofa they liked online.
Customers can't track their sofa delivery and lose all contact with ScS after their purchase.