Case Studie
UI / UX
Elk Home UX UI Audit
2024
Analytics
Market insights
Google Trends reviews
Google performance
To stand out can sometimes be to approach the user in a somewhat unexpectedly human way. Developing signature moments will allow you opportunities to embed memories with users as a result of delivering an unforgettable experience and lifetime loyalty.
UX Reasons
Cleaner navigation bar, bringing the gray and white nav to one single section.
High quality photo to retain attention and boost the curiosity to see more.
Stronger CTA.
Benefitssection.
Categories related to the current/future market trends.
Subcategory photos.
Transforming User Experience with AI-Powered Heatmapping: The Impact of a Homepage Layout Change
Understanding Heatmapping: The Power of AI
Heatmapping is a powerful tool that visualizes how visitors interact with our website. By analyzing user behavior, such as clicks, scrolls, and mouse movements, our AI-driven heatmapping tool provides deep insights into which areas of our homepage draw the most attention and engagement. This data is invaluable for optimizing the user experience, ensuring our design aligns perfectly with how our customers browse and shop.
The Evolution of Our Homepage Layout
Optimized Navigation: Our new layout features a streamlined navigation bar, making it easier for users to find what they’re looking for. The heatmap analysis revealed that clear, accessible menus significantly reduce bounce rates and increase time spent on site.
Enhanced Visual Hierarchy: We prioritized the placement of high-value content, such as featured products and promotional banners, based on heatmap data. This strategic positioning captures user interest more effectively, driving higher conversion rates.
Improved Call-to-Action (CTA) Buttons: By analyzing user interaction patterns, we repositioned our CTA buttons to the most engaging hotspots. This adjustment has led to a noticeable increase in click-through rates, as users are naturally drawn to these optimized locations.
Responsive Design for All Devices: Our layout change is not just visually appealing but also fully responsive. Heatmapping showed us how mobile users interact differently from desktop users, allowing us to tailor the experience to ensure seamless navigation across all devices.
Google Trends in the North American furniture (eCommerce) market.
Generational preferences
Sustainability
This is more than a trend; it's a movement. Businesses are increasingly looking to purchase from suppliers who demonstrate a commitment to sustainability. Highlighting eco-friendly products, materials, and manufacturing processes on your site can appeal to this growing segment.
Flexible Design
Businesses often look for modular and flexible design solutions that can adapt to different spaces and uses. Highlight products that offer such versatility on your website.
Customization
Offering customization options can cater to businesses looking for unique solutions. If you offer this service, make it a key feature of your website experience
Social Media Integration
Use your website to showcase your presence on social media platforms where you share trends, new arrivals, and case studies. This can build a community and engage potential buyers.
Home Office Furniture
With remote work becoming more prevalent, there's a surge in demand for home office furniture that is both functional and blends with home decor. Curating a collection that caters to this need could be beneficial.
Local and Artisanal
There's an increasing preference for locally made or artisanal pieces as opposed to mass- produced items. If you offer such products, make sure they are prominently featured and their stories are told.
Health and Wellness
Furniture that contributes to the well-being of users, like ergonomic office chairs or standing desks, is in demand. Highlight these products and provide educational content on their benefits.
Data Security
B2B customers are concerned about data security. Make sure your website communicates the security measures in place to protect customer information.
Smart Furniture
Incorporating technology into furniture is a growing trend. Showcasing products that offer built-in charging ports, connectivity features, or are designed to accommodate technology can set you apart.
Virtual Showroom
Augmented Reality (AR) and Virtual Reality (VR) technology can enable visitors to visualize how furniture might look in their space. Integrating such features on your site could significantly enhance user experience.
Subscription Models
B2B customers may be interested in subscription or leasing models for office furniture to stay flexible. If you decide to offer this, ensure it's an easily navigable option on your site.
Online Chat and Customer Service
Offer real-time assistance. A chat function that provides immediate help or advice can be a strong selling point for B2B customers who often have complex questions or needs.
Baby boomers
Refurbishing or buying more houses.
Millennials (buying houses now):
Amazon
Instagram
Pinterest
Gen Z (social media):
Pinterest
TikTok
Personas in the home furniture industry eCommerce / retail
Erika Bright
Buyer in a lighting showroom / The Pragmatic
" I want products that sell well, no need for storytelling. What's important is to get a good deal and accurate practical information"
Position: Buyer in a lighting showroom. Age: 53
Location: Minneapolis Minnesota
Status: Married, 2 children
Experience: 25 years in the industry
Key insight: Showroom carries products from over 200 manufacturers.
Possible solution: Smart search engine will help Erika to find products faster and while covering the corner cases, such as: No results, Misspelling product name, etc.
Key insight: They need to compare product on the floor or in catalogues. It's an assisted sale.
Possible solution: Allow Ericka to share a specific product page. Plus, AR feature that allows the final consumer to see the furniture in their own house.
Key insight: “I've been buying ELK products for a long time. Everything is about relationship."
Possible solution: Improve customer support (issue from some reviews).
Key insight: "I want product that sells well, no need for storytelling. What's
important is to get a good deal and accurate practical information"
Possible solution: "Popular" or "best seller" filter.
Key insight: I want to find stylish & quality products, make sure that I get a good
price and receive everything on time to organize installs.
Possible solution: Filter by categories, budget, materials, and more. Comparison tool and improve delivery details.
Key insight: Manages up to 25 projects at the same time.
Possible solution: Lists feature (allowing Catherine to name and separate projects).
Key insight: Searching for products on websites is generally difficult, as they often do not offer relevant filters.
Possible solution: Filters for furniture sizes and materials.
Catherine Hunter
Interior Designer / The creative
" I want to find stylish & quality products, make sure that I get a good price and receive everything on time to organize installs"
Position: Interior designer
Age: 42 Location: Clayton,
California Status: Married, 2 children
Experience: 20 years in the industry
Robert Price
Sales Rep / The teamplayer
"Iamoftenontheroadtomeet
my clients and time management is key. Elk is a brand that sells well in terms of product diversity, style and price. Help me sell you!"
Position: Sales Rep.
Age: 54
Location: Atlanta, Georgia
Status: Divorced, 1 child
Experience: 20 years in the industry
Key insight: Uses RepZio (on iPad) as a primary tool to navigate through product catalog, find product info, present products to customers, and build orders. It's a good tool, used by many companies in the home decor market.
Possible solution: Improve accessibility and responsiveness due to great usability on mobile devices (iPad).
Key insight: Display as much product data and information as possible to answer clients various needs (for example, product installation instructions)
Possible solution: Installation videos and AR models, with accurate measures. Key insight: Access to his customers stats & reports would be nice.
Possible solution: Allow Robert to have a promoter link to send to his clients and when used, the representative will have his statistics in the report.
Key insight: Finding the best moment/opportunity to reach out to top customers and maximize chances to close deals.
Possible solution: Give the clients the chance to let the Representative know if and when they would like to be called. It depends on the culture!
Key insight: Like the promotions, especially free freight. Good incentive and differentiator.
Possible solution: Newsletter with new released products and discounts, building loyalty and value.