King Living
UX/UI Lead
July 2022 - Present
During my time at King Living I have been responsible for the redesign of the website’s PDP & PLP journeys, the design of the first King Living app as well as building out the King Design System - whilst basing design decisions on data and experiments through Contentsquare and AB Tasty.
I was also a presenter at Contentsquare’s Champagne breakfast showcasing how we use Contentsquare to make design decisions that influence both internal and external stakeholders.
Case Study:
PDP Redesign
(Product Detail Page)
Designing for: 500 Sofa Packages + 400 Colours + 3 Timber Finishes = 600,000 Combinations.
With a reputation that’s built on steel, King Living designs and manufactures contemporary, award-winning furniture that’s made to last.
With 25 showrooms across 7 countries where 1:1 consultations are so key, we needed a way to improve that personalised KING experience online. Being that personalisation is at the core of the business (600,000+ combinations just for sofas… eek!), we faced some challenges but we also believe that we’ve taken a step in the right direction in delivering a customer centric online experience that has increased not only conversions but also customer satisfaction.
Intro
Why were some online customers not converting?
Endless Possibilities or too much choice?
This works in Showrooms, where consultants know the product options but what does this look like online?
As you can see from the image to the right, the customer was hit with everything (that fit in the screen) all at once. A waterfall of swatches where you’re met with an array of colours that take away the ability to see textures and context.
What were some of the pain points?
Information overload
Unclear on what the customisation steps are
Where’s the swatch information?
Not lifestyle focused
Poor mobile experience
How did we know this?
Through analysing data via Contentsquare and by speaking to the customer, of course!
What changes did we make?
By introducing a customer centric approach and the use of cleaner patterns, we were able to bridge the gap between desktop and mobile and introduce the following:
AR Functionality
Step by step approach for product customisation
Colour and Swatch filtering
Introduction of “Compatible Accessories” and “You May Also Like” sections
Side by side comparison
Old vs New
How’s it performing?
Since going live in April of this year (2023), we’ve seen the following improvements:
11.5% decrease in page load time
2.76% increase in time on page
21% increase in number of sessions
22.9% increase in Add to cart
223% increase in CVR
Small wins but wins none the less!
