Creating new functionality to solve shoppers' pain points.
I wanted to showcase my design ability and thought process to the digital product team at RH. I had just completed my UX course and wanted to put my skills to a test with a brand I knew. Based on website analytics and my experience watching others use the site over my time with the company, I created an easier way to shop RH’s product assortment and presented the design concept to my product managers.
I worked solo on this project, first establishing the problem at hand, and then creating the persona, journey, wireframes, and mockups. I designed the mockups in Sketch.
After working on the RH website for a few years, I became accustomed to paying attention to how users interact with the eCommerce platform, while also looking closely at our analytics to make decisions based on real data. Some key insights that drove me to my problem statement included:
RH offers a broad assortment of high quality product but users face a number of challenges when shopping the website. The product pages require significant scrolling and back-and-forth navigation. The process can be long and frustrating.
Problem Statement: As a mindful shopper with a busy schedule and a budget, I understand that looking for furniture can be time consuming and intimidating. I always want to make sure that I've explored all of my options and spent quality time comparing products so that I can complete my purchase with confidence and no regrets.
After gathering the data and creating the problem statement based off of the user pain points, I created a persona followed by the user journey. This enabled me to have the the user to think back to while creating the designs.
Madison Mitchell has a very busy work schedule but cares a lot about the aesthetic of her home. She wants to take deep consideration when choosing furniture for her house but is very limited on the time she can spend doing this.
Here is the illustration of Madison’s journey with RH. I used this as a way to demonstrate the high and low points of this shopper’s journey to my product manager before presenting my designs.
Summary: Madison is shopping for a new coffee table. She is not interested in purchasing an entire room out of the catalog, but rather looking for a new coffee table to replace her current one. She wants to make sure she finds the perfect piece that will last her years to come. Her journey begin when she receives the RH Interiors Sourcebook in the mail.
Based off my user persona and journey, I started working on the wireframes. I concentrated on the product model and figured out the most important information to show a user when he/she first enters the site. I determined that bookmark functionality rather than a constant “add to cart” function would benefit both a user and the business. Many products show users suggested, additional products to add to their purchase; however, at the beginning stages of a user’s browsing journey, I found that the customer is not yet ready to add an item to their cart.
Once I felt confident in the information that I would put on the modal, I moved on to creating the mockups.
The addition of the “Quick View” button gives a client the ability to see more details about a product before moving onto the product page. Initially, I wanted the button’s information to appear when a user hovered over the thumbnail of the product, but when I considered the age demographic of most RH users (coupled with the fact that many users access the website on a tablet), I determined that a Quick View button would be the ideal mechanism to provide users with additional information without leaving the page of the website they’re browsing.
An initial glance at the product gives the customer a feel for whether it will work for their space, and users have the ability to see a product in more detail without detouring from their shopping flow. The ability to “quick view” solves customer pain points by giving users the ability to see key information such as the dimensions, color, and lifestyled images. It also gives users the ability to bookmark a product, easily flip back and forth to prior or subsequent products, exit if not interested, and continue on to see the full details after feeling confident in their choice.
This is a place that a user can easily access from anywhere on the site. Viewing multiple bookmarks is similar to a product gallery, but it condenses the amount of product a user faces based on his/her individual choices. I predict the addition of this function will increase customer satisfaction, giving users time to think about their options and resulting in returns to the RH website to make future purchases.
I presented my process and designs the project managers, and they were impressed with my thought process, initiative, and innovation. They felt that this solved a definite pain point users express and would be a useful tool for the future of the RH site.