Havenly turns houses into homes with dedicated one-on-one designers who collaborate with customers to tailor their rooms to their personal style, needs, and budget.
Problem: Havenly is uniquely positioned to offer a blend of expert-led content, contextual inspiration, and curated shopping experience. While the business has scaled and grown rapidly over the past few years, the shopping experience was limited to design clients and found to be below industry standard. It made shopping a hassle and drove users to abandon their task and go elsewhere. Because we work with vendors like West Elm, Pottery Barn, and CB2, it became easier for design clients to shop directly on our vendor sites after completed projects due to a frustrating shopping experience. We wanted the Havenly shopping experience to be expert-led and discovery-driven with curated products that convey our brand personality and unique voice.
Opportunity: Havenly saw an opportunity to be a leader in the lifestyle e-commerce space designing shopping experiences in more inclusive and discoverable ways. We wanted to create world-class experiences in everything from the products the company offers to the ways all shoppers discover new content that support their buying decisions.
We set out to build a beautiful, editorial driven shop experience that is easy to navigate and in line with industry standards. This gave us an opportunity demonstrate our ability to effectively direct customers to products we want to sell and have them convert.
Insights
The customer shopping journey is not always linear and expert-led guidance is needed throughout the entire shopping experience, not just when designing a project.
Our current shop experience is sub-par. It’s difficult for customers to navigate our catalog and make purchase decisions. We needed an easier way for customers to have a more granular shopping experience with the ability to filter by multiple categories. This would make make it easier for customers to find what they needed, faster.
Our current cart and checkout is sub-par. Promo code validation, estimated pricing and shipping lead to customer uncertainty and a convoluted checkout process.
Solutions
Extend the design-led guidance to the shopping experience that tells the Havenly story and gives customers a reason to choose Havenly as their e-commerce destination.
Build a beautiful, curated shop experience that’s in line with industry standards. Make it as easy as possible for customers to find products we want them to buy.
Build a standard cart & checkout experience that is intuitive and allows customers to purchase quickly
☆Impact: 15% increase in add-to-cart & conversion rate
Role: Product Design Lead
Deliverables: Wireframes & high-fidelity designs for the end-to-end shopping experience from discovery through checkout.
Team:
1 Product Design Lead
1 Product Manager
4 engineers
Designs:
Shop Home
Collection Listing
Product Details
Shop navigation
Search
Cart
Process
User Research
Strategy & Digital Whiteboard Meetings with Key Stakeholders
Iterative Design Updates
Shop Home - A content rich landing page gives customers more context for lesser known, wholesale items and creates a destination customers want to come back to to discover products.
Curated Collections - Driving traffic to specific products/merchandising groups to support marketing and revenue goals
Shop Navigation - A digestible and intuitive guide for easy product discovery.
Collections Page - Customers expect easy to use navigation, filter and sort functions. We want to make it as easy as possible for customers to find products while integrating expert-led voice.
Product Details Page - Surface the product information customers want and need to make a purchase decision.
Sticky add-to-cart: Make add-to-cart CTA accessible throughout the page
Mobile Screens
