Immersive

Retail

My Role: Lead Product Designer

Timeline: 4 months (2019-2020)

Overview

This case study highlights two lean experiments from 2020 that explored potential growth opportunities in the home and furniture category. My role as a lead product designer was to build a roadmap of opportunities that addressed identified pain points in this space.

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THE OUTCOME

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This experience was developed primarily for touch-based interaction on mobile and tablet to take advantage of capabilities such as gyroscope, haptics, and 3D touch/long press interaction techniques.

Problem Space

Our Research team surveyed 895 participants based on our shopper personas and segments. We learned that customers found it difficult to gauge the details of a product and often needed more information such as dimensions and sizing that were available deep down in the product description.

Too Small Living Room Interior

OPPORTUNITY

How might we make online shopping for furniture frictionless by providing customers with the necessary details to purchase with confidence?

Expiriment 1: Interactive 360 Rooms

This experience was developed primarily for touch-based interaction on mobile and tablet to take advantage of capabilities such as gyroscope, haptics, and 3D touch/long press interaction techniques.
 
Customers can engage with the 360 room using touch interactions as well as with motion-based sensors.

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Live thumbnails
Thumbnails that display a preview of the 360 motion was incorporated at various entry points.

Resizable 360 Pannels

The viewer is a modal based experience that can be customized and adapts to screen real estate based on the context of the information being displayed
 
Customers have the flexibility to control the scale and visibility of certain key interaction elements using this interaction model.

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Testing Multi-State components

Dual state hotspots that allow users to select and unselect items they wish to add for checkout.

The hotspots also referred to as points of interest when long pressed open product details that show additional options.

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EXPANDING COMPONENTS

The drawer element on the screen persistently displays an auto updating price counter that takes into consideration all offers personalized to the customer.

The product details can be easily accessed when required without the need for a persistent details section.

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Experiment 02: Display 3D versions of our products 

Customers are constantly looking for useful and inspiring ways to shop for products. One category that often lacks context using traditional representation is furniture and housewares.
 
This project involved the introduction of two new features that help visualize items in the context customers are shopping for. Features such as See 3D and See it in your space are no longer a novelty and have been widely available in this space for a few years. However, the goal of this project was to understand the Kohl's customer and how this would benefit their experience.

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An AR visualizer not just offers dimensional context but also helps the customer get a sense of how an item might fit aesthetically.
 
It is often cumbersome to purchase large items only to have to return them because the static background on the product image failed to convey relevant information.

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Lean Experiment

The goal of testing such features is to better understand customer sentiment, comprehension and behavior around 3D in the context of Kohl's.

I collaborated closely with our Reserach team and Digital content partners to run an a/B test lift in any Revenue per visitors (RPV) and better understand confidence levels.

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The Results and Next Steps

Collectively across both platforms we saw a lift with an increase in 4.5% RPV and increased engagement on the product pages before the add to cart conversion. 

A next step was to build a feedback loop to receive qualitative feedback and validate our hypotheses around building confidence when making the purchase and reducing return rates.

tanmay.mh1@gmail.com

© Tanmay Mhatre 2021