Plum | Improve the funnel of an e-commerce platform

I joined Plum as lead Product Designer at Plum, spearheading the creation of a beautiful, elegant platform enabling users to personalize their living spaces. Upon recognizing a disparity between the exceptional quality of Plum's product and the representation on its website, I embarked on a mission to align the platform's visual identity with the excellence it offered. Collaborating closely with the CEO, the initial weeks were dedicated to immersing myself in the core vision for the product.

Through extensive and design-free brainstorming sessions, our focus was on delving deep into the product, its universe, and comprehending core issues. This deliberate approach allowed me to refrain from hastily proposing solutions, ensuring a nuanced understanding of the intricacies involved. The goal was not just to create a website but to craft a visual narrative that mirrored the same level of quality that defined Plum's exceptional products.

My first role involved conceptualising and implementing a media platform, a place for inspiration, where users could explore projects, discover DIY techniques, and enhance their homes. This encompassed ideation, wireframing, and the development of modular elements for a WordPress-like backend. Quickly, this inspiration section became a pivotal element of the website, accounting for 30% of all visits.

Recognising the importance of understanding users, I conducted extensive research to uncover qualitative insights. This research proved instrumental in refining the product strategy, particularly in addressing elements of confusion within the buying funnel.

Collaborating closely with the CEO, I led the ambitious task of reimagining the entire user journey and buying funnel. This involved meticulous site mapping, user journey exploration, and flow prototyping. Insights gained from user research played a pivotal role in identifying and rectifying key blocking points, resulting in a streamlined and user-centric experience.

A groundbreaking addition to Plum's offerings was the Plum Styler, a 3D tool empowering users to design their dream kitchens. From conceptualization to implementation, I designed the entire UI and strategized its integration into the user journey, ensuring a seamless and engaging experience throughout. Notably, the Plum Styler has achieved remarkable adoption, now being utilized by 50% of the platform's unique visitors.

I warned the executive team through the absence of a clear design direction. Balancing high-end aesthetics with accessibility, I defined the art direction, including fonts, images, colors, and UI elements. I instituted a comprehensive Design System featuring reusable components and icons, orchestrating a platform-wide refresh aligning with the new design language.