The luxury furniture company had been struggling with an outdated business model, so the goal was to create an e-commerce platform that would enable customers to shop for furniture on their phones or tablets while providing all necessary information about Christopher Guy products without having to consult or liaise with a country representative.
The project consisted of two main steps. The first step was to conduct user research and identify the main problems with the existing website. The team used different types of secondary and primary research methods, such as interviews with stakeholders, staff members, and the leadership team, UX audits, and usability testing to observe user behaviour.
This allowed us to uncover critical insights about how people used the site, what they liked and didn't like about it, and how they used it. Based on these insights, the team created a new design that made it easier for customers to navigate the site and find what they wanted.
The second step was to design a solution. Building a new e-commerce site is a huge undertaking that requires a lot of time and energy. At Christopher Guy, the team had the added complexity of customisation of live dynamic furniture, which meant we had to account for different user journeys simultaneously.
We started by building an information architecture that accounted for all options. We reviewed the existing features and decided what to keep and what not to keep without causing any negative impact on their business metrics.
One of the key features developed was a virtual fabric, material, and colour selector for each of Christopher Guy's furniture items. This reusable module allowed customers to envision the final look of the customised product easily.
The team also created a cohesive user experience that made it easy for users to navigate between product pages or sections of the site with minimal effort.
After a year of hard work and dedication, the new website was launched. Although the team did not have the resources or luxury of time to undergo a proper discovery and framing process, we could deliver a solution that no other design team had created in the past five years.
This project was essential for a two-person design team to balance user-centred and business-focused approaches.
Experience Christopher guy's website and furniture customisation experience here
