Denkali
Changing the face of online Furniture & kitchen design shopping.
Overview
A premium & customizable, online Furniture, Kitchen & Decor brand that allows its customers to design their spaces the way they like
Type
Responsive Website
Service
UX/UI Design
Duration
3 months
Business Type
B2C
Problem Statement
The client briefed to create an upscale and reliable responsive website, as the go-to destination for individuals looking to purchase quality furniture and utilize Kitchen design services from the comfort of their homes.
Objectives
To Improve conversion rate on the Denkali website.
To build trust in the Denkali quality, products, and services through its website.
To enable easy product discovery and interior concepts based on user requirements.
To educate users and making them aware of configurations and design solutions first.
Soak
Brainstorming and meeting with clients and stakeholders including target users
Competitive Analysis
Interviews
Data Gathering
Affinity Mapping
Pattern Observation
Competitor Analysis
Direct, Indirect Competitors
Strengths
Strong Focus on showing curated designs
Good sense of Brand association with premium quality materials and product through About us and our story pages/ content.
Decluttered content, straightforward categorisation of products on home page and navigation
Look and feel - Focus on clean and decluttered pages with use of few monotone colours
Most offer some advanced customization or configuration of furniture/ wardrobes etc
Weaknesses
Limited choice of products
Listing pages have few sort and filter options
Lack of features like, recenlty viewed can make it frustrating for returning customers to browse products
Some websites offer limited info on pricing,delivery, returns which can be disadvantageous.
No new features like 360 views and AR for viewing a product in your own space
Low priority given to Reviews and ratings
Unique Features
Gulmohar Lane offers furniture customisation journey, they also give extensive information on product detail pages.
SPIN has a noteworthy website, with a polished clean look, with simple animations and unique product visuals
Takeaways
These expect customers to have a certain understanding and liking towards interior design
All of these websites have a structured homepage with few "shop by" categories.
Most of them emphasise on their background or design journeys.
Based on the analysis, the following conclusions were derived:
Premium brands focused more on elaborate backgrounds, design journeys, and customization options.
Commercial brands focused more on informing their users to help them make informed decisions.
Whereas design consultation brands encouraged one-on-one calls with the designers with prominent CTA across the website.
It was clear from the competitor analysis that Denkali falls under premium brands but also focuses on educating its audiences. Hence, we opted for a more customizable & educative journey and a subtle "Contact Us" CTA approach.
Think
How can the customer buying journey be improved!
Experience Vision
User Flow
Personas & Scenarios
A Statement of promise
What will help us build trust with the customers?
What ?
XYZ is an online e commerce space for premium quality customisable furniture, lighting solutions, home decor items and modular kitchen services.
Who ?
We are creating this for people who are looking for premium quality materials and tasteful designs that last long.
Why ?
So that people can buy good quality furniture and seek design services from the convinience of their homes.
How ?
By building their trust in our products and services, by emphasising on the quality of materials, credibility and design to execution process.
Personas
Based on the data gathered, we created the user personas of the target audience which helped us in determining their goals and objectives to use the mobile app and web plugin.
Pains
Lack of time to find the perfect fit
Despite too many options, none seem to fit her criteria and needs,
Goals
To find products that match her particular tastes and specifications.
To be able to do this fast and efficiently.
Values
Skeptical
Thoughtful
Vrinda is a retired investment banker who is now an entrepreneur, running a local business. Her family members include her husband and child.
They recently purchased a new house and want to furnish it soon so they can move in earlier.
Particular about her tastes and likings, Vrinda is looking for products that fit her needs. With her busy schedule she finds it difficult to browse through unending websites and visit stores.
Vrinda Walavalkar
Spender
l
60 Years
Wireframes
from the Noun Project
Post research and thinking part, initial Visual skeleton of product interface was created
Design System
from the Noun Project
After creation of few UI mood boards, we created icons, animations, and other UI elements
Final UI Screens
The revamped website gives more weight to visually representing each product and to navigate as effortlessly as possible.
Execute
From wireframes to UI screens to Prototypes
Wireframes
Design System
Typography
Encode Sans
Iconography
