Overview

Earthy Elegance is a sustainable furniture company committed to environmental responsibility and social impact. They provide high-quality and long-lasting products to their customers while utilizing eco-friendly materials and production methods to reduce their carbon footprint and contribute to a healthier planet. Moreover, by offering a trade program, the company can further its sustainability efforts by encouraging the reuse and repurposing of furniture, reducing waste and promoting a circular economy. Additionally, the trade program provides an opportunity for customers to update their living spaces with new, sustainable pieces while reducing their impact on the environment.

Problem

Design aligns with the company’s values an intuitive and user-friendly platform that encourages customers to make sustainable choices, such as choosing furniture made from recycled materials or opting for products with lower carbon footprints.

Solution

Introducing all company’s value to the customers, Keep the website’s navigation simple and easy to use, with clear labels and intuitive menus and navigate customers to each section. Use a logical hierarchy of pages to help users easily find and access what they are looking for. Connecting people to designers community to get professional advise.

Surveys

Designed and distributed a survey to 100+ users to gather insights on their preferences for a new e-commerce platform. Analyzed and synthesized survey data to identify key user needs and behaviors, which informed us of a new product roadmap and design strategy. Resulted in a 25% increase in user satisfaction and a 15% increase in conversion rates. In just a few days, we received 18 submissions. Based on these, we identified 5 common pain points, which lead us to the next step.

Interviews

During the ideation phase of the project, I conducted user interviews to inform the design. Together with the team, we prepared an interview script with 30 open-ended questions, focusing on our target audiences’ values, motivations, pain points and daily routines. Synthesized research findings to create user personas, design wireframes, and test prototypes, resulting in a 30% increase in user engagement and a 20% reduction in customer support inquiries. In 4 days, I recruited and interviewed 7 users remotely. We referenced the user interview findings throughout the entire design process

Competitive Analysis

By examining key competitors in the industry, I gained valuable insights into their product offerings, pricing strategies, marketing tactics, and target audience. This analysis allowed us to identify unique opportunities for the sustainable furniture company to differentiate itself and position its products more effectively in the market. By understanding the competitive landscape, we were able to develop impactful design solutions that aligned with the company’s mission and helped drive its success in the sustainable furniture industry.

Persona

 Mila and Tom are a married couple in their mid thirties who recently moved from Alberta to Vancouver. They both work in the tech industry and are passionate about environmental sustainability. They are currently in the process of furnishing their new home in Vancouver.
 
Goals: Mila and Tom are looking for a sustainable furniture company that aligns with their values and offers high-quality, eco-friendly furniture options. They want to ensure that the furniture they purchase can be upcycled or recycled when they are ready to dispose of it in the future.
 
Challenges: Mila and Tom are busy professionals and do not have a lot of time to research furniture companies. They also want to ensure that the furniture they purchase is stylish and fits their aesthetic preferences.
 
Values: Mila and Tom are committed to reducing their environmental footprint and supporting companies that prioritize sustainability. They want to feel good about the furniture they purchase and know that it was produced using ethical and environmentally-friendly practices.

User Journey

Awareness: The user becomes aware of the sustainable furniture company through advertising. They are interested in learning more about the company’s commitment to sustainability and eco-friendliness.
 
Consideration: The user visits the company’s website and explores their product offerings, reading about the materials used, manufacturing processes, and sustainability initiatives. They compare the company’s products and values to those of other furniture companies and weigh their options.
 
Purchase: The user decides to make a purchase from the sustainable furniture company They appreciate the quality and design of the furniture, as well as the company’s commitment to sustainability.
 
End of Life: When the user is ready to dispose of their furniture, the company provides guidance on how to recycle or upcycle the furniture. The company may offer take-back programs for repurposing or recycling furniture.
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Wireframing

Understanding the target audience and their specific needs and preferences. By conducting user research and analysis
Establish a clear and organized structure for the sustainable furniture company’s website and application
Define the hierarchy of content, navigation flow, and functional elements, enabling users to easily navigate and access relevant information about sustainable furniture options, materials, and environmental impact

Usability Testing

Identified key problems and proposed effective solutions to enhance the usability and overall user satisfaction
Problem: Complex Process for Accessing Services Users reported challenges in accessing specific services offered by the sustainable furniture company. The process was convoluted and required users to navigate through multiple pages, resulting in frustration and abandonment of the service request.
Solution: Implementing a clear and concise service request form and providing progress indicators can help users understand and track their service requests. By simplifying the service access process, the company can enhance user satisfaction and increase conversions.
Problem: Limited Trade Program Visibility and many users were unaware of its existence or had difficulty finding information about it on the website. This lack of visibility hindered potential customers from taking advantage of the trade program benefits.
Solution: Prominent Trade Program Section To address this issue. This section would provide detailed information about the program’s benefits, eligibility criteria, and how to apply. By improving the visibility of the trade program, the company can attract more trade professionals and enhance customer engagement.
 

Redesigned Version

Previous Design