Compelling shoppers on their room designing experience through beautifully curated templates.
ROLE
Product Designer
Team
1 Product Manager
5 Engineers
Project type
Desktop and Tablet
Year
2023
Context
Williams-Sonoma Aim is to Convert Home Decor Browsers into Loyal Customers
Williams Sonoma is on a mission to turn home decor enthusiasts into loyal returning customers. With a keen eye for style and quality, many people enjoy browsing the selection of home furnishings available online and in person. However, the company's goal is to convert these browsers into satisfied customers by providing an unparalleled shopping experience. Outward Inc., in collaboration with Williams Sonoma, built Ensemble Room Planner app that helps users realize their dream space by streamlining space planning and decision-making with a 3D floor planner.
Problem
Room Planning Tools Have a High Learning Curve
When users open up Ensemble Room Planner, they are provided with a default empty room. However, due to the high learning curve in using the app, ~25% of all plans started are empty, meaning that users leave the app before they add anything to their room. Building the space and finding the right products to add to your room is a time-consuming and confusing process.
Solution
New landing page that opens with a straightforward starting point
Pre-designed rooms to give inspiration to user
Information about products in rooms to give context and insight
Design Process
Goal
Business and Product Goals
The UX redesign aims to provide users with a seamless platform to effortlessly create their perfect space. Our focus is on delivering a user-friendly experience that offers clear, step-by-step guidance for room planning. This strategic approach not only minimizes user frustration but also contributes to a tangible boost in sales by smoothly guiding customers through the process.
Research Insights
The Williams-Sonoma user experience research team conducted interviews and focus groups to gather valuable insights on how customers initiate their room planning and utilize the Room Planner app. From this research, I extracted three critical insights that will help guide my design decisions towards actionable steps.
Insight 1:
75% of Plans are Single Room Plans
Insight 2:
25% Bounce Rate for Consumers
Insight 3:
Ability to Visualize Products Leads to +40% AOV
Opportunity
How Might We...
How might we provide a way for users to quickly and easily set up a room plan with little friction and more excitement?
Areas for Improvement
Break Down the Process
Currently, the app displays an empty floor plan by default when the user launches it, leaving them to create their own room layout on their own. To enhance user satisfaction and reduce uncertainty on how to use the app, we want break down the process and provide a guided experience in Room Planner.
The Build panel where users start Room Planner and build their room shape.
Pre-Designed Rooms
We want provide customers with additional product information, empowering them to make informed decisions and feel more confident in their selections. This will result in increased customer satisfaction and fewer product returns.
Pottery Barn's Room Inspiration images from their website.
Provide Product Info
Leveraging the high quality photographs and beautifully curated rooms inspiration images from Williams Sonoma brands, we want to replicate them as templates in the Room Planner app. This will enable users to kickstart their room designs with these templates, allowing designers and consumers to quickly and easily design a space with confidence.
