Reducing the complexity of buying vanity units through visualisation
As part of a collaboration between General Assembly and Reece Bathroom, I was involved in a team project tasked with improving the online experience associated with choosing bathroom vanity units by incorporating an ordering feature for samples to their product pages.
We conducted indepth research into the behaviours and patterns of renovators to investigate the viability of samples, determining that prioritising visualisation was a more effective way of reducing the complexity and pain points being experienced by users.
We a prototype website redesign for the bathroom experience that better addresses the needs of users, whilst also incorporating a sample ordering flow as requested.
We conducted indepth research into the behaviours and patterns of renovators to investigate the viability of samples, determining that prioritising visualisation was a more effective way of reducing the complexity and pain points being experienced by users.
We a prototype website redesign for the bathroom experience that better addresses the needs of users, whilst also incorporating a sample ordering flow as requested.
5 person team
2.5 Week Sprint
Client Website
Short Version
Long Version
THE SHORT VERSION
MARKET RESEARCH
Investigating the impact of COVID-19 on the housing industry we discovered new home builds were predicted to drop and renovations to be the predominant project for the immediate future, specifically by older Australians motivated to improve the functionality and aesthetic of their homes.
COMPETITOR RESEARCH
Running a task analysis on finding general bathroom inspiration and information on vanity units we found competitors neglected their ecommerce experience and only one offered free samples online. Comparitively Reece had amazing resources however there was a disconnect between them online.
USER INTERVIEWS
We discovered that the showroom experience was an important part of bathroom product selection, with many unlikely to purchase expensive items such as vanities online. And, although samples are useful in decision making , ultimately users struggle to visualise their projects with chosen bathroom products.
USER JOURNEY
Looking at the stages of the bathroom design journey we identified an opportunity for Reece to leverage their current assets to simply link the stages of the users journey, researching inspiration, visiting showrooms, selecting products and purchasing, through a redesign of the webpages associated with bathrooms.
PROBLEM STATEMENT
Reece’s Customers need a way to visualise their designs so that they can feel confident with their vanity choices. How might we make visualisation the most confident part of the users experience? How might we empower the user to be confident in her design selection?
SOLUTION
We produced a hi-fidelity website redesign, creating a bathroom experience mainpage which would be a hub for Reece’s tools and resources, leading through to a visually optimised product page closer to a showroom experience, inclusive of a sample ordering feature as stipulated in the original brief.
USER TESTING
The visual aspects of the redesign helped users see the functionality and aesthetic of the product much more clearly, but we needed to stay close to the ecommerce experience as users felt alienated by a completely different experience.
SUMMARY
We were able to provide some great research insights to Reece and deliver a solution that included both their original sample ordering feature as requested and also better address the problem of users utilising their online platform by creating a more visual experience.
SOFTWARE PACKAGES
Figma
Miro
Trello
Slack
Zoom
DESIGN TECHNIQUES
User Interviews
Competitor Analysis
Affinity Mapping
Journey Mapping
Hi-Fidelity Prototype
THE LONG VERSION
Click below for the full case study avaliable on Medium or the interactive prototype avaliable on Figma
MORE DESIGN WORK
Make us an online sample ordering solution
Reece originally approached us with a brief to design an online ordering solution for bathroom vanity sample packs, starting with three of their in-house brands. These sample packs were already utilised in-store and preparations were already being made between these brands and Reece to move towards online availability.
Why a sample ordering solution?
Clarifying the brief with Reece, the goal was to help customers feel confident in the decisions they must make choosing a vanity unit by offering them samples online. And we were definitely not looking to move vanity sales online, as they were unavailable for purchase online.
So we adjusted the scope of our project to reduce the complexity associated with choosing a vanity unit, whilst investigating the viability of incorporating a sampling process into the user flow.
So we adjusted the scope of our project to reduce the complexity associated with choosing a vanity unit, whilst investigating the viability of incorporating a sampling process into the user flow.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. THE SHORT VERSION
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
02. Software Packages
Figma
Miro
Asana
Slack
Zoom
03. Design Techniques
User Interviews
Competitor Analysis
Affinity Mapping
Archetype Creation
Hi-Fidelity Prototype
01. THE SHORT VERSION
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
01. Discovery
I’d previously assumed that plant-based was a more restrictive version of a vegan diet and so was surprised to discover through market research that it was in fact focused on meat-reduction not removal.
02. Software Packages
Figma
Miro
Asana
Slack
Zoom
03. Design Techniques
User Interviews
Competitor Analysis
Affinity Mapping
Archetype Creation
Hi-Fidelity Prototype
How is COVID-19 affecting Australia’s building and renovation industry?
This project occurred during the initial stages of COVID-19 lockdowns across Australia and so we decided to investigate its impact on the industry, specifically how this affected the mindset of potential Reece customers.
Australian's are more likely to renovate than build
As new home builds were already trending downwards they were forecast to dip more dramatically due to COVID-19. A slight reduction in renovations was also predicted however to a much lesser extent, indicating that they would be the most likely customers.
Renovators are older australians with lifestyle and financial aspirations
Digging deeper into this population, we collated research on the demographic and motivations of this audience in Australia, discovering we were designing for an older population motivated by lifestyle aspirations.
What does the online bathroom experience look like?
We compared the online experience of other Australian Bathroom websites, analysing the task of researching vanity unit options, to compare their approaches.
Its a race to the bottom in online vanity prices
Nearly all the vanity units were priced low online in comparison to Reece on their eCommerce experience, leaving Reece a clear opportunity to differentiate themselves as the premium choice.
Websites are trade focused
A majority of competitors had a dedicated portal optimised for trade customers but seem to neglect their eCommerce experience for retail customers.
Users aren’t given product details
The vanity product pages had minimal product details to aid decision making, with little access to product specifications, finishes, materials or other options.
Inspiration pages are just difficult to locate galleries
The websites offering inspiration for would be customers, to aid visualisation of product options, hid these faculties in the footers of their webpages, and were simply images of customer projects with few details regarding products.
Only one bathroom supplier provided samples for vanities
Apart from one competitor providing free Laminex Colour Swatches, no other bathroom providers were doing sample ordering online.
Reece’s had amazing resources but there was a disconnect between them on their website
Similarly to competitors, Reece had an eCommerce experience that could better showcase their vanity product. Links to further information and specs were available on the page, but could be made more visually available to users.
Reece did have a larger range of user tools to choose from ranging from in depth architectural builders to styling and inspirational posts, however none linked off the eCommerce experience or the products page.
Reece did have a larger range of user tools to choose from ranging from in depth architectural builders to styling and inspirational posts, however none linked off the eCommerce experience or the products page.
Reece Bathroom Comparison
We determined the Reece were in a great position amongst their competitors as they provided more resources and information for decision making comparatively, and had the opportunity to distinguish themselves further by focusing on improving their online experience.
What do users want in an online experience?
To determine what that looked like, we interviewed 21 renovators and builders on their past experiences making confident purchasing decisions, specifically surrounding vanity units and using samples.
Showroom Experience is a key part before purchase
Seeing physical products mocked up helps customers imagine what their bathroom would look and feel like. purchase. Having access to consultants was also important, as they help guide the decision making process and give them the confidence to purchase.
Buying a Vanity Unit online is highly unlikely
As vanity units are an expensive purchase, they are not comfortable buying them online without first seeing the product in person first.
Samples are helpful later on in the process
Samples are useful when comparing product options such as finishes, colours and textures, as well as matching existing furnishings in a customers home. However as they are considered a by-product of the decision making process, people avoid spending money on them, with some expecting them to be free.
Users look online for inspiration
Pinterest and Instagram are favoured platforms for exploring style options and making decisions on personal style and preferences. With this understanding customers can choose products much more decisively.
Visualisation is the key to confident making decisions
Users feel overwhelmed and anxious if they are unable to imagine their bathroom vision from product pictures. If you are able to obtain customer visualisation, customers gain ownership of their final design and involvement is a positive experience.
The main problem was visualisation and confidence
Overall we determined that “Reece’s customers need a way to visualise their designs so that they feel confident with their vanity choices.” Currently they were achieving this through the in-store experience with access to products and consultants, but how could this feeling be mirrored in their online experience.
Donna: the renovating who needs confidence
Leveraging our industry and primary research, we chose to create a persona with a specific gender and demographic, as it more accurately reflected the user we were designing, a female renovator collecting inspiration and making decisions to bring a bathroom project to fruition.
Let's link all the stages of the journey through out solution
Mapping out the journey from inception to purchase the main opportunity we identified was simply linking all stages of a user's journey through Reece’s website; accessing research, visiting showrooms and making decisions surrounding a vanity unit, and finally purchase.
We collated Reece’s assets into a streamlined digital service
We decided on an approach involving improving the information architecture of Reece’s website to provide a more simplistic guided online experience. We would move away from the eCommerce experience, as purchasing online was not the goal here, and leverage the assets available to Reece to connect the stages of vanity purchasing together, empowering the decision making process by emphasizing visualisation.
Simplify Navigation
Using a card-sort, we narrowed down the top-level navigation to reduce the cognitive load on users and give easier access to the tools available by creating a hub for the bathroom experience.
Samples are helpful later on in the process
Samples are useful when comparing product options such as finishes, colours and textures, as well as matching existing furnishings in a customers home. However as they are considered a by-product of the decision making process, people avoid spending money on them, with some expecting them to be free.
Visualisation is the key to confident making decisions
Users feel overwhelmed and anxious if they are unable to imagine their bathroom vision from product pictures. If you are able to obtain customer visualisation, customers gain ownership of their final design and involvement is a positive experience.
Upon reflection, not bad for a duo
I found this project really challenging to complete with only a two person team, especially considering we were only working afternoons and nights for 2-weeks in the middle of a global pandemic, so overall I was immensely proud of what we were able to achieve.
This project really honed my UX research skills as I proved that I was developing research documents at a much faster rate, due to the heavy requirement of the project.
As covered previously, I have learnt the value of proper feature prioritisation and utilising user research to narrow down possible solution to create a true MVP (opposed to an overwhelming swiss-army knife of ideas)
Going forward the next steps would be:
Application of Hick’s Law: drastically further reduce the apps features, with potential to gradually implement across the applications life-cycle
Development a Design System and Style Guide to create consistency across application design
Further Usability Testing to refine application design, flow and functionality.
This project really honed my UX research skills as I proved that I was developing research documents at a much faster rate, due to the heavy requirement of the project.
As covered previously, I have learnt the value of proper feature prioritisation and utilising user research to narrow down possible solution to create a true MVP (opposed to an overwhelming swiss-army knife of ideas)
Going forward the next steps would be:
Application of Hick’s Law: drastically further reduce the apps features, with potential to gradually implement across the applications life-cycle
Development a Design System and Style Guide to create consistency across application design
Further Usability Testing to refine application design, flow and functionality.
Short Version
Short Version
Short Version