conjure storefront
PRODUCT DESIGN / UI / UX / STRATEGY
In leading product design direction and execution for Conjure.co, I worked to optimize the shopping experience to drive conversion by providing multiple shopping avenues. The challenge in designing for Conjure’s storefront is to provide shopping experiences that cater to customers who are drawn to Conjure for very different reasons:
users who are design-driven and want to see a high-end curated collection
users who are price-driven who want an affordable way to furnish their apartment
users who want a room filled out easily, quickly and with assistance
users who want to keep evolving to stay on top of the latest trends
Based on research, user interviews and understanding of the market, I designed four main avenues for shopping Conjure furniture. These avenues cater to each of the groups of users above while being complementary and providing differentiated and overlapping functionality to shoppers.
For each of the below, I oversaw the creation and shipping of all features across mobile, tablet, laptop and widescreen breakpoints.
01 Shopping by category type.
To optimizing shopping by category, I upgraded our searching, filtering and sorting functionality.
Search redesign and new features:
I revamped our search function to make it more user friendly for customers who come in looking for specific pieces to fill a hole in their interior design. Key product features here included:
improved classification of assets to improve accuracy of search
addition of top search terms, updated with each keystroke
updated search result suggestions, updated with each keystroke
a more attractive UI that feels higher-end and more in line with editorial content
Sort and filter redesign and new features:
I revamped our filtering to be easier to navigate and revised filters based on most frequent user actions. I then refined these filters based on frequency of usage we saw in Hotjar after launching the initial version.
I added the following features:
the ability to show or hide filters, so larger product images could be seen
the ability to easily clear filters
the ability to see how many filters are being applied in each category
02 Shopping by room.
Driving customers to this path allowed them to fill out a room (living, dining, bedroom or home office). Users have the option to:
shop a fully-fleshed out package of items
shop individual pieces curated for the room they need to outfit
chat with our team, who will help customers pick out furniture based on their space’s dimensions and their personal style
Here’s the homepage promo module to shop by room:
And here’s the web design for the rooms page:
03 Shopping The Edit.
This strategy caters to customers who want the latest drop. The ones who follow Hypebeast obsessively. The trend-driven ones. This aspect of Conjure’s product design allows Conjure to showcase new adds, mixed with the favorite pieces and pieces that we’re keen to promote. It’s refreshed more frequently, so it encourages users to check back in with us. And it’s a part of product that gives us lots of marketing fodder to promote new edits.
Here’s the homepage promo module:
And here’s how to shop the edit:
03 Shopping by Collections.
I developed personality driven collections based on four user personality / aesthetic preference types. This UX path meets the needs of customers who are confident in their personal style and who see style and curation as key value propositions that attract them to the Conjure experience.
I curated the product to fit each of these collections. This aspect of product aligns with personality-driven and targeted marketing efforts. You can learn more about the creative side of this product design work here.
