Getting started
Cassias is a leading furniture store chain. The company’s website required a redesign and rebranding due to poor user experience, which resulted in low online sales. This lack of conversions was enough of a reason to initiate the rebranding process. As the company’s advertising manager and someone familiar with its operations, I began investigating the issues.
My goals
Maximum user experience and many purchases through the website.
The company’s goal is to provide a fun and convenient shopping experience that will help the surfer understand the product well and purchase it without problems.
Research
Before diving in, I conducted a thorough market analysis.
Competitors and inspirations
Kuala · Wayfair · IKEA · Beitili · Kaza
Survey
From the research I conducted among users, I understood that filtering by color, by material, and by parameters that are important when choosing furniture is critical. In addition, from thinking together with the company owners, we realized that the site does not highlight the company’s strengths.
Persona
Lizzie Feld
38 · Makeup artist · Married + 3
“I had to scroll through the site for a long time to find bar stools in a color that matched my kitchen. I expected that there will be a filtering option.”
Bio
Lizzie loves aesthetics. She recently finished renovating her home and is now faced with choosing furniture for it.
Pain points
Lizzie had heard a lot about Cassias, which specializes in up-to-date, high-quality furniture, and decided to visit the site. But she found herself scrolling through the products to find the right color, the chair height that matched her bar table, and the material of the product. After much searching, she gave up and abandoned the site.
The user map aided me in further identifying the pain points and feelings of the users while browsing the website. It also enables me to list solutions to the problems my redesign will solve.
Common user journey
Endless scrolling with no color filter leads to frustration, until the user leaves the site.
Desired user journey
Filtering opens the right options right away, so choosing and buying feels fun and efficient.
Inspiration Board
Brand values
Style, service and reliability.
Symbolic Colors
The brand color of the network is purple, as it is a powerful and dominant color. I refined it to a lighter and softer shade of purple. The secondary color of the network is gray, which blends nicely.
Visual design
The website’s design language is based on menus built with icons. Everything is very user-friendly and clear, with an emphasis on aesthetics. After all, it’s a brand that needs to convey a sense of design and beauty.
Product page
Adapted for a smooth and easy user experience, allowing selection of color and material all the way to an enjoyable purchase.
Homepage
Opens with a beautiful and captivating promotional video.
