Experience & Commerce Strategy for Lifestyle Furniture Store
End-to-end delivery for the design stream and collaborated with cross-functional teams
Challenge:
Design a world-class eCommerce experience that drives growth and supports Ashley Furniture's ambitious goal of reaching $16.5B in revenue within the next 5 years. Specifically, reimagine the U.S. digital presence and strategically expand international eCommerce capabilities to meet the company's high standards and accelerate revenue growth.
Additional Complexities:
Ashley Furniture was further plagued by additional complexities that required a comprehensive design solution addressing technical, design, and branding issues to create a seamless and practical e-commerce experience.
Inconsistent Cross-Device Experience:
85% of traffic comes from mobile devices, but conversion rates remain low
Website not optimized for mobile, hindering user engagement and sales
Design System Development:
A robust design system is required to ensure design consistency and efficiency.
Need to establish a scalable design framework for future growth
Technology Migration:
The transition from Salesforce to CommerceTools requires careful planning and execution.
Need to ensure seamless integration and minimal disruption to existing operations.
Content Curation and Package Selling:
Difficulty in effectively showcasing and selling comprehensive room packages
Need for streamlined content curation to enhance user experience and drive sales
Brand Identity Conflicts:
Premium and outlet brands have conflicting visual identities, causing brand dilution
Need for a unified brand strategy to maintain consistency across all platforms
Segmentation Analysis and Implementation:
Third-party agencies provided segmentation data, but the client lacks an understanding of how to apply it
Need to interpret and leverage segmentation insights to inform design decisions and improve user experience