Elevating the Shopping Experience Through New Design Studio

Overview

Customers seeking personalized design guidance and a premium shopping experience lacked a clear path to their needs. The shopping experience didn't offer any design services, resulting in low engagement and missed conversion opportunities from affluent customers.

A clear path from a value brand to a premium design service

I designed and developed a new digital experience that positioned Homemakers as a destination for personalized design, giving customers a clear path to premium design services which aligned business goals, user needs, and accessibility.

IMPACT

830+ appointments booked and $2.0M+ in attributed revenue

830+ Bookings

scheduled for in-store appointments in Q4 2024 – Q1 2026

$2.0M+

in attributed revenue in Q4 2024 – Q1 2026

49k+ Page Visits

across all program pages within first 6 months

New Experience

supports customer expectations and market growth

RESEARCH & DISCOVERY

Affluent shoppers were browsing but finding nothing built for them

Customer service feedback, competitive analysis, and analytics revealed consistent themes among affluent customers seeking premium products and services, highlighting gaps in how Homemakers was meeting their expectations. This was a clear opportunity to better align the brand experience with the expectations, behaviors, and purchase intent of affluent customers.

KEY INSIGHT

Every shopper got the same path, whatever they came for

The experience treats all products and users similarly, failing to support any confused customers looking for premium design services.

KEY INSIGHT

Premium shoppers left sooner and bought less

Affluent customers had shorter session durations and lower conversion rates in-store and online.

KEY INSIGHT

Competitors offered design help; we didn't

Generic experience with higher-end products, and we offered no design services when compared to our competitors.

HOW MIGHT WE

How might we create a more connected, tailored and elevated shopping experience that better engages and converts affluent customers?

IDEATION & ITERATION

Layering a premium path onto the existing site, not rebuilding it

I explored ways to introduce a more guided, premium experience without overhauling the existing site. I defined the key website flows and identified strategic entry points to improve discoverability of the new design services.

Where people would find the service mattered as much as the service

I defined the information architecture to establish where users would discover the design services, analyzed competitors to identify market gaps, and prioritized high-impact opportunities within MVP constraints.

FINAL DESIGN

The final pages and entry points

Discoverability decides whether a good experience gets used

Designing Beyond the Product

This project pushed me to think beyond traditional ecommerce patterns of product discovery and had me considering how offering different services can build confidence in potential customers.

Importance of Discoverability

A key realization was that even a well-designed experience fails if users never find it. It's just as critical to define where users find the design services as it is to create the pieces that bring it together.

Balancing Business with Practicality

There was a strong desire to elevate this experience above the rest of the brand, but not all ideas and frontend animations were feasible within the current site design. I identified what could be delivered on the website initially versus what should be phased later on.

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