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

• Performing a SWOT Analysis
• Conducting a Competitive Audit
• Creating Personas
• Establishing a Customer Journey Map
• Developing a Production Process

Problem Statement

Design a customer experience that:

Caters to each individual

Provides guidance to customers

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.

SWOT Analysis

SWOT Analysis Benefits

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

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

User Pain Points

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

Takeaways

Using the information I gathered and much more research, I set out to plan the customer experience I wanted to deliver.

Envision Décor Production Process

Original 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

• Customers asked for a 3D augmented reality version of their idea to see how the product would fit in their space before creating it.
• Customers sought design advice all throughout the process to guide them in choosing their next projects.

Revised Process

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.