MAYNOOTH
Furniture Website
Research, design, and user testing to reach online market
OVERVIEW
Maynooth is a brick-and-mortar retail store looking to tap into its online market.
My role was to understand the user needs, business process and design a website that will show Maynooth's inventory that is personalized towards its customers. The client wanted a stylish website that will cater to new and existing customers, increase sales and brand loyalty
The Problem
The store was missing out on its online market and wanted to become more competitive.
The Solution
Design a website that reflects the brand, as well as provides seamless navigation and a smooth buying experience
UNDERSTANDING THE USER
User Research
Since it is a new website, I did in-depth research about studies done on furniture trends on eCommerce and brick-and-mortar to understand what consumers want in an online retail experience.
"National Retail Federation research shows that 80% of shoppers research furniture online before they purchase."
Observation
72% enjoy and find inspirations from showroom displays and it helps in making purchase decision.
Interviews
10 Interviews
25 Survey Responses
80%
Prefer to get a feel of the product after online research
68%
Would come back if discounts are given to make a second purchase
55%
Look for furniture that matches their existing furniture style
60%
Visited competitor's website before coming to the store
Competitive Analysis
I compared different furniture stores to find out what's unique about Maynooth, what its website should have to stand out to be competitive.
Features to add to become competitive:
Persona
I want to be able to touch the furniture before I decide to buy
Tammy Swanson
I'm always attracted to the best deals!
Lauren Cohen
A showroom-feel helps me when it comes to shopping for furniture.
David Miller
DEFINING THE USER JOURNEY
Closed Card Sorting
Home
Living Room
Kitchen
Bedroom
Bathroom
Garden
Sitemap
IDEATE
IDEATE
Wireframes
Style Guide
PROTOTYPE
USER TESTING & ITERATION
TITLE OF THE CALLOUT BLOCK
USABILITY TESTING
When the complete prototype was deployed, usability testing was conducted with 5 potential users.
We found that users made it to the end of the checkout process with minimum difficulties and completed the sign up process as they only had to create a password.
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We did learn that users wanted pictures of the product from all different angles, the ability to zoom in, and even have a 360-degree view. The website also has to be mobile-friendly.
Key Takeaway 1
In-store customers:
55% of users wanted to get notified on promotions via email
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Solution:
An email subscription was added to the homepage.
Key Takeaway 2
Focus groups:
46% of guest users didn't sign up after the checkout process.
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Solution:
As it was due to cognitive load. I made further changes to make the checkout process seamless and added an incentive at the end of the purchase to ensure customers return.
I made a low-fidelity wireframe using Adobe XD and presented it to two different groups to test out the prototype.