Improved furniture
shopping experience
Mobile Application
Amazon enables user to discover furniture intuitively, make buying choices with high trust that is suitable for their individual context.
CONTEXT
March, 2020
Furniture demand exploded
Users were facing difficulties in making purchase decision for furniture .
We have explored multiple ideas and quickly executed few to address user challenges in 2020
Released features in 2020
But, we were far behind from the success!
User Research
Then, I collaborated with researcher and PMs to understand end users’ needs and challenges. Through 20+ focused interview sessions I got insights that shopping for furniture is a high involvement journey which can take customers up to 3-6 months. During this period customers invest their energies across multiple vectors
User Experience Journey Mapping
A brief overview of key challenges in each leg of customer shopping journey is captured below
Based on user research insights, I derived user needs in 3 theme as
User Experience Design
March, 2021
01. Intuitive & Visual Discovery
Neelam, a 35 year old female from Delhi, is moving into a new house. She is married, has 1 kid and is working with an IT firm.
She is looking to buy a new bigger Sofa for her house which will be the most commonly used central place where her family, friends and relatives will hang out together.
User need:
Difficult to discover items against their inspiration in online and offline channels
Design decision:
-
Visual search
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Upload product photos or use camera
User need:
Struggle to describe the furniture item in words. Difficult to navigate and users are looking to quickly refine their queries
Design decision:
-
Visual Inline search suggestions (A)
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Visual Filters (B)
User need:
Users put in a lot of effort and visit the detail page of multiple search results to find a product they like.
Design decision:
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Enable relevant info on search (A, C, D1/D2, E)
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Bigger product image (A)
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Quick view (C)
Neelam likes design and color of 6-seater sofa and decides to explore product further. She clicks on the sofa and lands on the DP.
02. Trust- driven shopping
User need:
Criticality of product quality and durability was called out by 100% users
Design decision:
-
Trust in Product (A & B)
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Trust from Community (C & D)
03. Evaluate for fit
User need:
~85% user who visited offline store, rated ‘look and feel’ as one of the top 3 reasons for the visit
Design decision:
Enable Augmented Reality allowing customers to visualize products in their room
Neelam likes what she sees. She is convinced about the product quality and longevity.
She proceeds to buy the product.
