PotteryBarn.com: PB/apartment
Customer Job Story: I’m a millennial with an HHI of $60k - $95k looking for affordable and stylish furniture that has multiple uses in small spaces.
Hypothesis: PB/apt can make your living space on-trend and functional at great price and value. Marketing messaging will help convey this story and a responsive mobile site (live text with more white space) will make shopping on-the-go easier for the millennial consumer who is shopping on mobile devices.
Research: How is the intended consumer currently shopping and what is the bar of excellence? Can this sub site be used to collect data to bring to the main brand?
Research
User Research
Who is this consumer and how is she shopping? What is she watching in TV and film? What magazines does she read? Who is she following on IG? How can multi-purpose furniture needs add ease to her everyday life? Where is this consumer living and what is the average total square footage? Which rooms are the most important to be fully styled?
We also had the online consumers submit home mode selfie videos that showcased their current living spaces.
Modern Site Comparisons
Instead of doing a traditional competitor analysis, we chose to look at the other sites that our consumer is already shopping. For this new initiative we knew it was imperative to look more at the consumer lifestyle than just the immediate home decor competitive landscape.
Sites like WarbyParker.com and Leesa.com have set a new high bar for online shopping with their slick transitions and checkout flows, as well as ideas & inspiration rich content blocks and IG posts.
This ultimately culminated into the following video that references the need for multi-functioning furniture pieces, ease of shopping online, as well as the videos submitted (Video: Nick Testa).
Final Comps
Product Design: Shane Tango, Copy: Emilee Schumer
Desktop
For this new site design we incorporated all the feedback we learned from the online consumers we spoke with. White space, numerous content blocks, calling out immediate price points, and fewer sales messaging. We also introduced a less cluttered navigation with the intent to find product quicker.
Product Design: Shane Tango, Copy: Emilee Schumer
Mobile
Unlike PotteryBarn.com, PB/apt is a responsive site that utilizes live text for enhanced readability across devices. Consequently we eliminate additional creative production for mobile specific images and ultimately improve ROI. We kept a longer landing page to encourage new product discovery as well as content stories for small living inspiration.