E-commerce product design
E-commerce
product design
DES KELLY INTERIORS
Project type
Product design
Timeline
2021-2022
Agencies
Flo Web
CDG
My contribution
Consumer Insights & Trends
Product Strategy & Road-mapping
UX / UI Design
INTRODUCTION

Des Kelly Interiors

Is a Irish owned and run family business, based on affordable quality and expert advice in beds, floorings and home furnishings, has grown significantly in recent years and a large new central warehouse was established at North West Business Park in Dublin to house and distribute its extensive range of carpet, flooring, bed and furniture solutions to its stores and direct to customers nationwide.
Des Kelly Interiors
Is a Irish owned and run family business, based on affordable quality and expert advice in beds, floorings and home furnishings, has grown significantly in recent years and a large new central warehouse was established at North West Business Park in Dublin to house and distribute its extensive range of carpet, flooring, bed and furniture solutions to its stores and direct to customers nationwide.





CHallenge
Provide an easy way to sell products and services to a larger customer base.
responsibilty
As a senior designer at Des Kelly Interiors I was responsible for the vision and strategy for this area of the product, user experience guidance and project management, roadmaps, team processes and alignment, release planning and post-release data analysis – all across multiple platforms including iOS, Android and Web, to ensure that what get's built is the right thing for the product and customer and have a long-term view of how that work comes together to form a cohesive experience for the user.

goals

Generate data by measurable primary & secondary goals.

Primary goal

Conversion

We measured conversion by clicks and user continued use of the product. Google Analytics was our tracking tool.

Secondary goal

User Experience

I discovered that customers find the buying experience to be complex and complicated and we focused on design, testing, and measuring everything from usability to aesthetics.

first thing first

This was the moment I was able to share Lean UX with my dear friends and explain the full process how we can achieve our main goal.

Think

Research
Ideation
Models
Tests
Analysis

make

Sketches
Prototypes
Wireframes
Value Proposition

check

A/B testing
Site/Product analytics
Usability testing
Feedback

research

We collected the data from Google Analytics and we discovered that most customers search for the product or used the web map to find that product but left the online store without even adding it to the basket. To understand that we had to do interviews with the customers that purchased the product simply by calling them and asking them what they think about this product section/category and what would they like to see.

From my experience working as a sales representative, I would have to explain all the product futures to the customer and the only thing that was left was to present the product.

To understand why people don't buy products like carpets, wood floors, beds, or mattresses online I had to visit the physical stores and listen, take notes, and observe the sales representatives, and managers how to explain to the customer all the details regarding the product features, payment options, delivery, and installation process.

Carpets

Customers always had a problem finding the carpet online because we had a small collection of colour swatches and another bigger problem was that customer wasn't able to measure the area for the product they wanted or they didn't know how to convert from inches to meters.

wood floors

The problem with wooden floors was similar to the carpets, the customer wasn't able to measure the area for the product they wanted or they didn't know how to convert from inches to meters or have to calculate the price using the measurements.

beds

Buying a bed in the physical store customer was able to test the mattress pick the fabrics pick the headboard and everything was done within a couple of minutes. Online it was a mess as each product extra was in a separate category page or product.

customer comments

"This product colour is different from the one on the website."
"I didn't know that you had so many colours available for the beds."
"I wasn't able to make any sort of decision on your website."
"It's hard to imagine how this bed would look like with this headboard & that colour."
‍

discovery

All customers in the store were able to find the product they were looking for in minutes, everything was around them, and all the options were visible to them. The biggest problem was that some customers had different screen settings on the desktop, tablet, or phone and the colour of the product they have seen online didn't match the product in the store.

63% / 37%

63% of Des Kelly Interiors customers are mostly women. Looking at the data I focused on specific user personas. Please note I will only display a short description of this project online.

age groups

25-34
35-44
45-54
55-64
65+

income

28-34K
35-45K
46-65K
70K+

status

Married
Long Relationship*
Divorced

*Lately I discovered that a Long Relationship as a status for parents of a new born child is not accepted as Martial Status in hospital for a birth certificate form, simply you are single parents if you are not married.

conversion flows & journey

With detailed conversion flow data, we identified areas where the user experience could or must be improved. Looking at customer user journeys, we found problems were users got confused, frustrated, annoyed, and left the page/store immediately.

Carpets 38%

Looking at carpets data 38% of customers left the online shop in colour section and 32% in the size input section.

Wood 24%

24% of customers left the online shop at product image and 22% at the size input section.

Beds 20%

20% of customers left the online shop at product description.

make

Working as an in-house designer for the retail sector was very challenging and my time was limited to research and design process but that kind of environment will improve your design thinking and problem-solving in extreme conditions.

customer flows

Please note I have models for carpets, wood floors, beds, mattresses, furniture, rugs, vinyl's, home accessories, checkout & delivery zones but i will only display 2 examples on my online project.

I also understand that some people think different regarding to the flow and user decisions/actions and together with my team we made the vote to mark more flows as a decisions/actions when you select/choose a product on DKI website.

Carpet User flows


carpet wireframe & Mockup

We established design direction and began creating and testing product pages.

bed user flows


bed wireframe & Mockup

We established design direction and began creating and testing product pages.

check

We collected the data from Google analytics, and feedback A/B testing and we increased the conversion by 59%, and increase in online sales calls by 82%.

Carpets

Customers had more options this time regarding the colours and solving the problems with sizes. If the customer didn't how to do it we would provide this service besides the product description.

wood floors

We improved this wood floor product section for the customer by providing a free measuring service.

beds

We improved buying the bed on the online store by reducing steps for the customer by looking at or adding extra products on the website from the product category. The customer or user was able to select the size, colour, and headboard for the product at the same time.

problem

Unfortunately, we always want to receive feedback from the customers, users, and staff from the stores and the message was always the same, "online products don't look the same as the one on your website" problem was with the screen settings of the device each user was using. We always ask the web administrator to leave a message on the product description that the colour of the image might not match exactly with the product and we recommend visiting the store.

For example, the Customer ordered a green carpet from the website and when the fitter arrived to fit the product customer noticed that the carpet is grey, not green. Customer service sorted the problem and in the end, it was customer monitor was broken.
PRODUCT CATEGORY

Divan Bed

Small Description
Customer can choose and select each option with one click or touch and with that selection image will change to provide customer a preview of the product they want to buy.


Select size
Select headboard
Select colour
Select storage
add to cart
Each option was created separately to simplify the process for customer. I designed every scenario by modifying each element for the end product that customer will choose as a final product of his/her choice.
PRODUCT CATEGORY

Carpets

Small Description
Customer is able to select the colour and calculate the price using calculator that was developed for this product category.
- Select colour
- Type in your size
- Reserve now

This product can only be sold by default measure on one side. I had to explain to developer how this product is sold in store to simply the process for customer. Every carpet product has at least 10 colours that where created as a single product variation to provide better selection and simplify the process for the customer.

PRODUCT CATEGORY

Wood Floors

Small Description
This product can only be sold by box but price is displayed and calculated in m2. In this situation I had provide an algorithm to developer to calculate correct price and amount of boxes customer needs when they provide measurements of the area they want to cover with this specific product.
THOUGHTS

Great experience

Creating a product for E-Commerce website was a great moment in my life especially when everything was going against the project, time was like a ticking bomb and design process for each product options was like a loop. Situations like that can create different approach to design process and build great E-Commerce product. Unfortunately, some products did not turned out well on the website and need to be redesign.
Next Project
Fitness Connection
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Thank you for your time.
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