Project Brief
The client was seeking to shift from a B2B to a B2C offering, the online channel was to play a key role in brand engagement and sales. I managed the design delivery of a front-end user experience and visualization which had been identified as the key value differentiators for consumers seeking a successful bathroom remodel.
Client Industry: Consumer lifestyle products
Duration : 4 months
My role: Service and Interaction Design Lead
Tasks:
- UX, Art, Visual Design Direction for AR app and website experience;
- Client requirement gathering and strategizing user flows;
- QE, design collaboration with copyrighters, animation artists, videographers, front end developers and 3D asset creatives;
PROJECT OBJECTIVES
- To test and validate a front-end user experience of the digital platform(s) with an emphasis on visualization as a core differentiator.
- To inspire and enable users around planning and visualizing their ideal bathroom design.
METRICS OF SUCCESS
- Increased understanding and affinity for the lifestyle products design brand
- Increased purchase intent for the bathroom vanity product
- Ease of use and satisfaction with user experience
DESIGN PILLARS
- User Centric approach & design
- High degree of collaboration
- Seamless integration
- Clear brand value proposition
- Inspires active user engagement
VISUAL, INTERACTION AND UX TILES
XR APP DESIGN
USER FLOW SKETCHES
INTRODUCING THE 4Ds
- DREAM: Choose a collection
- DESIGN: Make it yours
- DO: See how it fits
- DELIGHT: Order it!
PROTOTYPING, DEMOS & SXSW
The product was showcased in the innovation category at the SXSW in immersive experiences. There were many demos and it received rave reviews, establishing that that the visualization did in-fact promote purchase.
Click through video showcasing the user flow annotated above.
This video captures the 3D environment, flow and app set up.
E-Commerce Website Experience (POC)
WIREFRAMES AND FLOWS
VISUAL DESIGN & BRANDING
PROTOTYPING & USABILITY TESTING
This was a remote unmoderated usability test. Up to 100 participants were screened from Usertesting.com’s participant panel to find people who match the target audience. 77 participants completed the study satisfactorily. Of those, the recorded data—typed and structured question responses—were exported, cleaned up, and reviewed. From there, 8 participants were chosen for more thorough qualitative review. Researchers reviewed these videos for qualitative data, usability errors, and quotes from participant.
Click through video of the POC website experience.
Core usability is a strength of this experience.
90% of participants agreed or strongly agreed with the statement, “It is easy to navigate within the website. 90% of participants agreed or strongly agreed with the statement, “The website has a clean and intuitive presentation.” 90% of the participants indicated that the website experience boosted their confidence about the brand.
The experience alleviates real-world pain points, and generates enthusiasm.
97% of the respondents said yes they will use the platform to make purchase decisions. The business must address adding more customization options, concerns about product quality for the price quoted, ease of returns and flexibility and seamless integration of the measurement tool.
REFLECTIONS
The POC effort was successful and there is going to be a fully baked version of the site. It was in fact built on a tight timeline with a tight budget. Bias for delivery took over bias for quality. If we had asked “do we have all functional pieces we promised?” as much as we asked “are we going to meet our date?“, we would have launched a more robust tool with a fully functional 3D visualization room viewer tool that was promised at the start of the POC.
Quality that should never be compromised, even in the first version of a product. Quality is the responsibility of an entire organization and I have learned that magical experiences are only possible if the whole team truly shares them.