Room & Board
Creating an e-commerce experience that matches high customer expectations.
bswing partnered with Room & Board to extend their catalog and retail furniture business by adding e-commerce to their website. The online shopping experience needed to live up to the company’s unequaled focus on customer service and product quality, and also integrate with SAP, Room & Boards core system for processing transactions.
Through customer research and lightweight prototyping, the bswing design team quickly identified interface patterns that help customers understand product options and make purchase decisions.
To learn about the buying process, we shadowed design associates in the stores and call center to define attributes of the shopping experience that were crucial to product selection. We learned that the heart of the shopping experience is a visit to the showroom or call with a design associate who helps customers select products, fabrics, sizes, and complementary pieces. We worked with technology team leaders to understand and validate what information could be provided based on what was available from the SAP system and how to translate “system language” to “consumer friendly language.” We then designed an online customer experience that places the consumer at the center, aligns with the feel and experience of the offline buying process, and reinforces Room & Board’s commitment to quality and service at every customer interaction.
Usability testing on early prototypes allowed the team to test options and refine the design before commiting development resources to the effort.
Services included:
- Design Research
- Interactive and Product Design
- Software Engineering