Royalty Furniture
Royalty Furniture
Background
To expand beyond the constraints of geography, Royalty Furniture wanted to create an online shopping experience that would let consumers order high quality fully assembled furniture for a regal look at home.
Challenge
As a brand new e-Commerce store, the concept was starting entirely from scratch. While the products were inherently beautiful, it needed a responsive e-Commerce store to help sell the products online.
User Personas
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Casey
Professional Photographer
The business to business customer is identified as a small photography studio that needs original props to photograph clients.
Demographics: 25-45, female, bachelors degree
Likes: florals, landscapes, photo editing, statement photoshoots
Dislikes: drama, Bridezillas, and traditional photos -
Victoria
High Fashion Home Owner
She craves exceptionally gorgeous furniture in a distinctly European style. She’s scouring the internet for a divine style.
Demographics: 40-60, female, with a masters degree.
Interests: travel, architecture, interior design.
Dislikes: clutter, DIY furniture, low quality furniture
User Journey
Pre-Existing Shopping Avenues
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Regular Retail
The inventory at local furniture stores can be predominantly casual and out of taste for what this user has in mind.
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Showrooms
While there are glamorous local showrooms, they tend to carry similar inventory making it harder to find a distinctly European look.
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Ordinary Online
Even tried and true regular online stores lack the option for luxury furniture, opting instead for light and assembly focused options.
The Happy Path
Simplicity removes obstacles from the end user’s path.
The happy path represents the user path most people should traverse to accomplish their goal of viewing, selecting, and purchasing the product.
The online store would be built on Wordpress using a plugin called WooCommerce for the eCommerce functionality.
Design System
Color Psychology
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Sapphire Blue
Determination, ambition, and goals are all key traits that influence reaching sales metrics dependably.
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Onyx Black
Black is associated with clarity & contrast which enables a desire to convey information clearly.
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Moonstone Gray
Gray is associated with intelligence, elegance, and stability which are key traits the brand embodies.
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Tourmaline Teal
Trust, dependable, modern are attributes that embody the relationship dynamic between company and client.
Mobile Wireframes
Mobile Mockups
Impact
Data Driven Approach
Using data from Facebook, it became clear how many professional photographers were using the app to showcase their work online.
Through Google Shopping, buyer with higher purchase intent could find products to truly complement their unique sense of interior design style.
With the right targeting in place, it became easier to target the right end users for the website.
The First Customer
In April of 2017, Royalty Furniture was officially online and ready for business. The sheer surprise at discovering that a celebrity photographer had purchased the chair for her client photoshoot truly created undeniable excitement for Royalty Furniture.
It was an absolute joy to see all the hard work that went into creating the UX strategy and user interface all come together for an amazing result.
For months it was a mystery as to which celebrity would actually use the child size gold throne chair. When it was finally revealed, it made the news on Instagram, Twitter, and BuzzFeed that it was for DJ Khaled’s 2017 music album cover, Grateful where he worked with Drake, Beyonce, Travis Scott, Justin Bieber, Nicki Minaj, & Alicia Keys.
