Project 4

Increasing Attention and Engagement

CB2 is modern furniture retailer that works with designers to create unique collections. However, these collections are often overlooked by users on their website. I worked on a team with two other designers to revamp the collaborators section to encourage users to browser and buy from those designer collections

Timing

Jan 2022

role

UX/UI Designer, UX Researcher

tools

Figma, Slack, Pencil and Paper

discover

Learning who the user is

Methodology

Recruited and interviewed 7 users from personal network. Asked users questions about shopping behaviors and completing tasks on the website. Matched users to CB2’s target audience:

Creative professionals interested in shopping for an eclectic mix of homewares
Mostly working in tech/design/marketing industry, as well as large demographic that craves a more creative living space
Age Range 25–40
Income Range $50K — $150K

User Trends

Inspiration

I get inspiration from social media and other outlets / I need help styling

Quality

I care about quality, details, and having a cohesive look

Shopping

I need to see furniture in person first, before buying online

Originality

I like to create a unique space

Contextual Inquiry Insights

Users didn’t know there was a collaboration section until mentioned by one of us
Users had a lot of trouble navigating through each designer’s section due to inconsistent hierarchy
Most users expressed that they would not visit this part of the website to find furniture

How Might We...

Help users find inspiration for their living space
Make the user feel more comfortable making online purchases
Create an engaging way for users to discover products online
Help users easily navigate to unique items

Define

Assessing the information architecture

Sitemap Proposal

Reorganized sub pages under each collaborator so that each page would have a consistent hierarchy

Journey Map

Happy Paths

Design

Building the prototypes

Low-Fidelity Prototypes

Turned sketches into low-fidelity prototypes to test with users

Usability Testing Takeaways

The users liked the organization of designer’s page
some users had trouble going back to previous pages
still not enough emphasis on the collaboration section

Visual Design Decisions

Worked with CB2 Stylebook
Mentioned collaborators on home and product pages to increase attention for these pages
Added hover features and animations to create an engaging interface

Final Designs

Moved forward with a high-fidelity prototype after evaluating wireframes