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Envision Décor - Focusing on users to receive 100% customer satisfaction
Centering the business around the target market and their needs to deliver a superb product and experience.
Team
Product Manager and Owner
Tools
Figma, Adobe Creative Suite, Microsoft Software
Timeline
Initially 3 months, continually improving over 6 years

Overview

Envision Décor made the customer’s vision for home furnishings come to life by custom-creating or refinishing home furnishings and adding artistic designs.

Role + Impact

I wanted to base my business and website around the customer to provide the best experience possible. I accomplished that by:

Problem Statement

Design a customer experience that:
First
Caters to each individual
Second
Provides guidance to customers
Third
Understands their vision
Not doing so would mean customers would fail to see the value of the business’s luxuary offerings and ultimately choose a cheaper product or service.
I utilized a variety of research methods, such as secondary research, interviews, and observation to research my target audience before creating a SWOT Analysis.

Research

SWOT Analysis

SWOT Analysis Chart
SWOT Analysis Chart

SWOT Analysis Benefits

SWOT Analysis Chart
Discovered Strengths
Centered goals around delivering quality products & customer service
Analyzed Weaknesses
Formulated plans to combat long delivery times & high material costs
Found Opportunities
Focused on hassle-free, specialty, and time-saving products
Determined Threats
Devised strategies for economic, industry, and material risks
Further diving into research before designing a website and starting my business, I conducted a competitive audit.

Competitive Audit

Competitive Audit Chart
Competitive Audit Chart

I analyzed competitors’ website features to identify customer needs and preferences for my website.

Features to include in my website:

Hero image that communicates product quality

Page with a grid of past products created for customers

Accessible colors that meet WCAG requirements

Fully responsive website across device sizes

Shifting my focus to the customer side of things, I created affinity diagrams, empathy maps, user stories, problem statements, and more to aid me in understanding the user.

Persona

Persona
Main user Persona

User Pain Points

Boring  |  Customers want one-of-a-kind products to show off in their home
No Guidance  |  Customers wanted help making home décor decisions
No Customization  |  Pre-made products don’t offer customization
Wasted Time   |  Customers lose time looking for the perfect item without success
As I understood my users more deeply, I could create a customer journey to start planning ways to meet their wants and needs.

Customer Journey

Customer Journey Map

Takeaways

Customers with targeted tastes spend a lot of time looking for the perfect product.
Customers are willing to pay more for a tailored product that meets their wants rather than spending extra time and energy searching.
As a result, Envision Décor must be right there when they are ready to find the perfect product.
Using the information I gathered and much more research, I set out to plan the customer experience I wanted to deliver.

CUSTOMER EXPERIENCE

Envision Décor Production Process

Original Process

Production Process

User Testing

I tested the production process with 5 customers.
After delivering the final product, I interviewed each customer and updated the process according to my findings.

Findings

Revised Process

Revised Production Process

Results

Business Results

“You provided such a good experience for me - like nothing I have ever experienced before.”
I had an 100% satisfaction rate and 5-star reviews from my clients. I had repeat customers. To deliver higher quality finished products, I continually improved my skills and sourced higher-grade materials.

LEARNINGS + LESSONS

Strategic Research

Elicit more useful responses with improved user question phrasing

Clear Expectations

Communicate concisely for positive customer outcomes

Embrace Feedback

Use critiques as a way to enhance product quality & usability

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