Enhanced Shopping Journey:
Research to physical design
Enhanced Shopping Journey:
Research to physical design
Embedded Files
Research to physical design
Context
Context
From conception to completion, I was part of the design sprint which included researching, developing storyboards and user journey frameworks, wireframing, prototyping, and visual design, as well as pitching and presenting design solutions to stakeholders and clients.
Please reach out for case study.Team
6 people (Designer, PM, Data Analyst, Graphic Designer, Engineer, CTO)
Company
Liquid Analytics (Mohawk Industries)
Role
Product Designer
The problem
The problem
Creating an experience for customers and contractors who wish to buy flooring using 'best-in-class' AR technologies. Customers can choose to see the selection of flooring and coverings in their space using the room designer and get connected directly to a contractor. An in-house customer care team then takes care of the rest.
The process
The process
Early in the stages of this project, I custom-designed 500+ augmented interior scenes to be rendered on Mohawk branded sites.
Once fed into the room designer could position the floor and input the style, type, location, and flooring recommendation.
The Challenge
The Challenge
Visualize flooring options with 'best in class' AI/ML suggestions.
Visualize flooring options with 'best in class' AI/ML suggestions.
Business goals
Business goals
To increase ROI and distribution for Mohawk branded floor and wall products through advanced AR technologies.
User goals
User goals
To visualize flooring options in real-time to enhance the flooring buying experience.
Technical limitations
Technical limitations
To provide the engineers with scenes to feed for machine learning, I quickly learned to use JSON's and JSON readers. After each scene was created I would batch the scenes and deliver the file.
Eventually, a management UI was designed with input, export, and input editting.
Primary audience
Primary audience
Customers and contractors selecting new flooring for an existing home.
Research
Research
User interviews
User interviews
We conducted user interviews to dive deeper into the needs of wide range of people, including target users.
By learning about their motivations, frustrations, and needs, we were able to gain user insights.
Designed solution
Designed solution
Our initial site matched a homeowner to a contractor, with free design services with a Tile Genius specialist. We would process the purchase and send out the documents, making the flooring process fast and simple. The site's main purpose was to gather as much data as we could before delivering the product to our client.
Home Screen
Home Screen
The user's first introduction to our shop and compare feature. We made sure to highlight the uploading a photo and room designer prominently as we intended to test it's usage.
Gallery
Gallery
The Pinterest style gallery designed to enable saving and discovery of room scenes. These scenes worked as an aid for the user but also increased ML with every use.
Ideaboard
Ideaboard
The ideaboard allows users or designers to save flooring and images (uploaded or premade). These images could be printed with a sample request and estimated price for the sq footage provided.
Marketing assets
Marketing assets
We began targeting young designers in the Atlanta area. We sent out postcards, joined Facebook groups, and did Reddit rogue marketing to reach them.
We received a better response from the new user group but found that designer participation did not have ROI but rather added pressure and fragility to the allocated budget for Tile Genius.
User Testing
User Testing
We tested our POC with expert users in their field, as well as homeowners looking for new flooring.
Most designers had separate software that they used, that provided more control and better rendering.
Homeowners were often confused or impatient with the lagging software.
Iterations
Iterations
User Flow
User Flow
The tile genius platform was installed in select Daltile showrooms. This decision met heavy opposition from the designers working in the showroom. They felt it impeded their sales and customers were not prepared to load a photo during their design appointments.
With this consistent feedback, we decided to rethink the user flow. The Tile Genius platform could work for contractors looking to connect with homeowners in the final stage of their 'DIY-esque" remodels.
Design v.2
Design v.2
Covered By Tile
Covered By Tile
Rebranded as Covered By, Liquid Analytics and Mohawk tested the room designer for different flooring types. A website was designed to house each type of flooring; rugs, tile, and carpet.
I was responsible for the redesign of Covered By and its website assets.
Market positioning
Market positioning
We took the opportunity to secure booths at local home shows, to get valuable feedback from our target users. The team, including the stakeholders, had the opportunity to get in front of the customer and get face-to-face interviews done on a large scale.
My responsibilities were:
• leading the research efforts by running the moderated interviews and usability studies
• designing a 20' x 40' booth that housed our design ecosystem.
Final Trade Show Video.mp4Awards: Most Innovative Booth 2019
Home Show 2019 Presentation.pdf
Moderated research response
Moderated research response
Our core customers often shopped at competitors such as rugs.com, rugsusa or other discount sites.
bad UI, most used for discounts
most popular site for affordable coverings
Website traffic response
Website traffic response
Under the Covered By brand, we used Google Analytics and other analytics tools to gauge customer response. We found that our target audience was 55+, female, close to retirement and ready to take on a larger project.
Design improvements
Design improvements
We redesigned the site to accommodate and focus solely on the customer. We made sure all the assets were easy to understand and the customer journey was as seamless as possible.
Reflection & Takeaway
Reflection & Takeaway
If I could go back:
less stakeholder more data-driven UX design
I would work with the team to better identify the user early on. For too long, we pushed the narrative that contractors or designers would be interested in this product. Without conducting usability reports and ranking the findings.
The project in theory connected two forces in the flooring world but lacked the scalability needed to make the project successful.
After the MVP was achieved, the project moved over to the client Mohawk Industries, and I moved over as the Lead Product Designer.
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