Context
0. Intro
Furniture.com is a furniture and decor mass merchant site which aggregates product SKUs from different furniture retailers across the country, and focuses on product and brand discovery, product and deal comparison, and local availability.
I joined Furniture.com in October of 2022 as one of the first employees, and the first designer. Furniture.com launched in April 2023 with a handful of partnered furniture retailers, and now has over 25 partners and 100K+ SKUs. Below are some of the features I've worked on:
I. Increase lead conversion
Product detail page CTA
The lead-generating actions on Furniture.com redirect the shopper to the retailer’s site and show a list of local retail stores that sell the product.
After doing user testing, we found out that the CTAs were confusing for users, who did not understand where the CTAs were going to link to, and did not trust the site enough to click.
Throughout the course of several iterations, I made several adjustments with the language, regrouped the information, and incorporated the retailer's logo into the page. After launching these changes, the conversion rate of all site traffic (including sessions not visiting a PDP) increased by 50% from 2.9% to 4.3% within a single month. The average conversion rate from sessions which include a PDP now averages at nearly 10%.
II. Reduce friction on filters
Filters
Filters are one way shoppers build intent (interest in a product) on our site. Since one of the goals of Furniture.com is to direct meaningful traffic and leads to our partners’ physical and online stores, the idea of building intent is important. Our analytics show that shoppers on our site who did interact with the filters were [X] times more likely to click though to the partner site than those who did not interact with the filters
Additional metrics and user testing showed that shoppers did not scroll though the filter pills, but they were interested in interacting with category tiles at the top on mobile in particular. It was also important to show clearly what filters were being applied.
The updated design streamlines the mobile experience to align with the PLP’s most used functionality, clearly displays applied filters, and reduces friction to browse and apply filters on desktop.
III. Improve product imagery
Product imagery handling
The product imagery on our site comes directly from our partners, and lacks consistency in the angles the products get shot, lighting, relative size, aspect ratio, and type. I led the non-technical design efforts in order to maximize consistency among the various product images and sources on our site, which targets the latter points — normalizing image sizes and aspect ratios, and classifying the type of image.
IV. Compare products
Product comparison tool & table
Given Furniture.com’s unique space in the furniture industry and having access to dozens of quality retailers all on one platform, we had an opportunity to offer detailed product comparison across the different retailers easily.
I designed the compare feature, and proposed a version of it also be added to the product detail page. It is now one of the core aspects of our PDP experience.
