Loveseat, a furniture warehouse, sought to transition from a brick-and-mortar store to an e-commerce platform by establishing an online sales presence through a custom-designed website.

The Loveseat design project aimed to create a modern, comfortable, and aesthetically pleasing piece of furniture that would fit seamlessly into contemporary living spaces. As the contracted UX and visual designer, I led the end-to-end design process for the new Loveseat.com site, ensuring a smooth and engaging user experience for online shoppers.

To create a user-friendly, visually appealing, and efficient online shopping platform that would facilitate Loveseat's transition from a brick-and-mortar store to a digital marketplace.

The website needed to provide an intuitive and engaging user experience, ensuring that customers could easily browse, select, and purchase furniture products. Additionally, the platform aimed to enhance customer satisfaction by offering features such as easy navigation, fast load times, secure transactions, and responsive customer support, ultimately driving online sales and expanding Loveseat's market reach

This phase involved extensive research to understand the needs and preferences of potential users. This phase including:

User Interviews: Conducted interviews with a diverse group of potential and established customers to gather insights into their preferences for shopping online for furniture

Market Analysis: Analyzed current market trends to identify gaps and opportunities. This included studying competitors' e-commerce sites and understanding what features were most valued by consumers

The insights gathered during the Discover phase were synthesized to create a clear design brief. Key findings included:

User Needs: Customers desired an online shopping experience that was not only intuitive and user-friendly but also provided comprehensive information about the products. They wanted a platform where they could easily browse and purchase furniture.

Visual Aesthetics: A need for high-quality images, detailed product descriptions, and reviews to help the customer make informed purchasing decisions.

Focusing on ideation and prototyping, this phase included:

Sketching and Concept Development: Multiple design concepts were sketched, exploring different layouts and user flows

Prototyping: Created several prototypes to test different aspects of the design, such as favoriting an item, adding to cart and quick viewing of cart

Finalizing the design and preparing it for production. This phase included:

Final Designs: The final design was selected based on user feedback and prototype testing

Production Planning: Detailed plans were created for the production process, including developer handoff using Zeplin

Launch and Marketing: Developed a marketing strategy to introduce the new Loveseat website to the market, including creating promotional materials and planning a launch event

Created a comprehensive reference to consolidate all design decisions ensuring consistency and brand cohesion across the platform. This guide includes elements such as the color palette, typography, logo usage, imagery guidelines, and layout rules, providing a unified visual language that enhances user experience and supports Loveseat's transition to a digital marketplace.

The Loveseat design project successfully met the customer’s needs and market demands. The final design was well-received by customers for its comfort, style, and versatility, making it a valuable addition to Loveseat business.

Within 6 months after launching, Loveseat.com had seen a 61% increase in online sales, with a 300% YOY increase in new online customers. Site visitor-to-order conversion had doubled.

Thank you for taking the time to read through my thought process behind designing this application.

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