Kitchen & Bath Central Website
E-commerce Website UI & UX Design
Team
4 people (PM, PD, VisD, Prototype)
Role
Product Designer
Deliverables
User Studies Insight
Wireframes
Prototypes
Over the summer of 2023, I worked at Kitchen & Bath Central (KBC) and assisted the product team with designing their new E-commerce platform. This platform will allow KBC to sell its products directly to consumers from the comfort of their homes.
Project Brief: Design of the new E-commerce platform
KBC is well-known for its versatile and stylish cabinetry available in a wide range of styles and sizes in offline stores. The company aims to replicate this offline experience by launching an online E-commerce platform. The platform will enable customers to explore, select, and order their desired kitchen and bathroom cabinets from the comfort of their homes.
Challenge
KBC offers more than 17 styles of cabinetry, over 5000 cabinetry stock-keeping units (SKUs), and over 1000 cabinetry accessories, providing extensive options for cabinetry enthusiasts. However, this vast selection can overwhelm online shoppers, making it difficult for them to choose a style, identify the right SKU, and gather the necessary documents to complete their purchase.
Research
In order to gain insights into user behavior patterns for online furniture and cabinetry shopping, I thoroughly examined 35 competing websites. After comparing them extensively, I analyzed their strengths and weaknesses. From this analysis, I created a prioritized list using the MoSCoW method (must-have, should-have, could-have, won't-have). This list was instrumental in helping KBC establish the fundamental layout for their website.
Must-have
Product Filter
SKU & Dimension Searching
Downloads
Should-have
Sample Ordering
Save to My List
Complete Your Set Up
Could-have
Sharing
Social Media
Email Subscription
Won't-have
Product Detail on Home Page
Holiday Inspiration
Credit Card
Design Proposal: Choosing Styles
KBC offers more than 17 styles of cabinetry. For first-time shoppers who may not know which style to choose without being able to see and touch the samples in person, I proposed to place the sample ordering section at the top of the product detail page. This section would include images and detailed explanations so that online shoppers can quickly and comfortably order cabinetry samples to help them make decisions. This would increase the chance of sales and align with KBC's sample offering policy.
Design Proposal: Identifying the right SKU
With over 5,000 cabinet SKUs, it can be challenging for users to quickly find what they're looking for, even if they know exactly what they want. My suggestion is to add a search bar that allows users to enter dimensions or keywords to locate their desired SKUs efficiently. Additionally, for users who prefer to browse KBC's offerings for a specific type of cabinetry, I have designed a filter feature that allows them to quickly narrow down SKUs by selecting the cabinetry placement and other specific details.
Design Proposal: Gather Documents
The files for download are crucial for cabinetry sales as they include important details about cabinet construction, materials, colors, finishes, and specifications. These details help customers make informed decisions when shopping. My suggestion is to consistently place these downloadable documents right below the main pages so that customers can easily locate and download them when they are interested in a particular cabinetry style.
