01. BUSINESS OBJECTIVES

• Stakeholder interviews

• Outline key business goals

• Technical (or business) constraints

• Achieve alignment and shared vision

02. RESEARCH GOALS

• Understand current challenges and obstacles for ATC

• Learn how competitors are catering to customer needs

• Uncover untapped opportunities and solutions to test

04A. USER INTERVIEWS

Sample questions:

• Tell me about your experiences shopping online for furniture. 

• Tell me about a satisfying online shopping experience you had.

• Tell me about a frustrating online shopping experience you had.

• Tell me how you decide which furniture brand is right for you. 

• What devices do you use for online shopping?

04B. USER PERSONA

Goals

• Long-lasting, elevated decor

• Custom pieces to fit their home, lifestyle and aesthetic

Pains

• Overwhelming amount of companies and options lead to decision fatigue

• Difficult to find kid & pet-friendly fabrics

EMPHASIZE CTA

As a user, I want a seamless shopping experience so that I can make my purchase quickly and easily.

• Emphasize the CTA by adding color

• Eliminate distractions surrounding the CTA

• Maximize CTA screen time

IMPROVED CLARITY

As a user, I need to be able to see all relevant and important information at a glance so that I can focus on the task at hand.

• Move ‘Affirm’ offer text

• Move stars/review count closer to product description

HIGHLIGHT ID VALUE PROPOSITIONS

As a user, I want to know what the benefits are of shopping at Interior Define so that I can make an informed decision.

• Add icons to “Why Interior Define” segment for more appeal

• Default “Why Interior Define” segment to be open

SPOTLIGHT ON DESIGN

As a user, I want help visualizing what this furniture piece looks like styled in a home so that I can imagine it in my space.

• Make AR feature more prominent

• Include more photos of products used in a lifestyle shot