Revamp Mattress Page
Mobile Website
Jan 2019
Dekoruma is a leading end-to-end home & living platform in Indonesia that provides B2C/B2B retail and services to both end-customers and designers. Dekoruma marketplace operates a home & living platform selling a wide selection of furniture.
Live at : dekoruma.com/kasur (mobile website only)
Team
Stevany - UI/UX Designer
Muhammad Firza - Product Manager
Valentina Kania - Software Engineer
Role - UI/UX Designer
Participated in ideation, wireframing, and flow chart. Main contributed in user interface design, prototyping, and usability test.
Impact
Increased conversion rate from mattress landing page to add to cart by 5% (Target 3%).
Background
Customers have a tendency to buy mattress offline. They know the specifications of the mattress after explained by employees at the offline mattress store. The problem is customers who want to buy mattress online have minimum knowledge about mattress specification. They difficult to make decision which mattress they should buy based on their needs online.
Design Process
Problem Discussion
This project began with problem discussion between product manager and UI/UX designer. We found that customers have a tendency to buy mattress offline because they can try the mattress by theirselves. In the offline store, there are some employees who can explain the mattress spesification and search the mattress that suitable for customers. Dekoruma marketplace doesn’t have that ability yet. Dekoruma only has a desktop web to educate customer about the existing mattress specifications.
Persona
Customer who want to purchase mattress
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Have a minimum knowledge about mattress specification
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Project purpose
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Consider guarantee
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Consider other value that they get when buy a mattress
Proposed Solution
We researched and discussed about the solution and came up with the idea to provide the best usability for those persona. Customers can learn the specifications of their own mattress and look for mattresses according to the specifications they needed. And because of Dekoruma customers make more transactions through the mobile website than desktop website. Therefore, we focused on implementing this feature on the mobile website.
User Flow
Wireframe
Design & Prototype
After designing wireframe, I started to design the user interface. The goal is to make top of mind marketplace where people buy mattress easily and quickly. I designed the high-fidelity design through 2 iterations. The design was reviewed by the product manager before being used for usability testing.
Final Design & Prototype
Usability Testing
I iterated my high fidelity design by conducting usability testing with the high-fidelity prototype. I used think aloud method to conduct usability testing. Participants were given a scenario and they provided feedbacks for the usability of the feature.
Feedbacks from users
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The mattress brand collection was too small and looks very crowded.
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Participants will buy the mattress if they try it first.
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Participants have already know the knowledge of mattress parts.
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Participants didn’t know that the mattress selection specification could be selected.
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Participants that buy mattresses for project purpose already have the mattress specification. They searched the mattress by their selected brand or custom the mattresses they needed.
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The information section of the mattress parts looks the same as the selection section.