The Brooklinen in-store shopping experience is very guided. A retail associate is not only available to walk customers through their bundling options, but also to help them make color selections and pairings that look nice for their personal aesthetic. On the internet, this process can be overwhelming. There was a desire to explore ways we could help the online user have a more guided experience when it comes to putting together an order of multiple products that create a full bed look.
Many solutions were being tossed around from different stakeholders at the company, but I took a step back from the immediate solutioning to truly identify and fully understand key user paint points.
Conveniently, my colleague and I were already deep into a 30 person research study, where we interviewed both customers and potential new users about their experience on our site. Through this, I was able to gather really valuable insights.
This helped to pinpoint where along the user journey our customers were having the most trouble. It also resulted in a brainstorm for potential solutions to these specific user concerns.
With key use cases in mind, I explored competitor solutions and did extensive exploration of my own.
This is just a sample of some of my work.
Following reviews and conversations with key stakeholders, we felt that a "Shop the Look" experience was a solution that would have the most reach and impact for the user. I did further exploration on how this might look and function.
The designs below are what we are currently working through testing via an MVP approach. This tabbed PDP design allows us to include bundle products, which is a key factor for the business (and a key benefit for the user).
