Creating the e-commerce leaders for upholstery
John Lewis & Partners
Challenge
John Lewis & Partners wanted to place themselves as e-commerce leaders for upholstery. Following a user-centred approach, we wanted to deliver a simpler and more engaging customer experience.
My role & team
As the lead product designer, I was responsible for the design process from concept to delivery. I was collaborating closely with product owners, the engineering team, and sales, product buyers, and marketing team.
Process
I ran an ideation workshop with the agile team and product stakeholders. We started by discussing and agreeing on the problem we were trying to solve and the user journeys we wanted to tackle. We reviewed our personas, focusing on their goals, frustrations, and expectations when buying upholstery products online. We then looked at how competitors were solving the same problem on their desktop and mobile websites.
We then generated, first individually and then in groups, ideas for the selected customer journeys that would meet our user needs. Ideas were discussed, reviewed, and prioritised based on user experience principles, technical feasibility, and business goals.
I worked iteratively further refining our design ideas for mobile and desktop, moving from low-fidelity to high-fidelity prototypes.
We ran usability tests and in-store guerilla testing to evaluate our ideas and used our learning to further refine the designs.
Results
Feedback from customers was very positive: the new experience increased their confidence and removed friction in choosing and purchasing a sofa online. The new designs were released in early 2020.
