Snug
UX DESIGN
Client Overview
Snug is a fast-growing UK-based furniture brand specializing in modular, easy-to-assemble sofas. Known for its direct-to-consumer model and emphasis on convenience, Snug wanted to enhance its eCommerce platform to improve customer engagement and simplify the online buying process.
The Project
In 2020, Snug embarked on a UX project to overhaul its website. The primary goal was to improve the user experience, focusing on product customization, navigation, and overall ease of use, particularly for first-time visitors looking to customize and purchase sofas.
The Challenge
Snug’s existing website faced several UX challenges:
- The product customization tool was complex and difficult to navigate.
- The mobile experience was suboptimal, leading to lower conversions from mobile users.
- Users were unsure of how Snug’s modular sofas could fit into their homes, creating friction in the decision-making process.
Research & Planning
Through a series of usability tests, user interviews, surveys, session replay and heatmap analysis, I identified key pain points:
- Users struggled to visualize their customizations due to a lack of visual aids.
- The mobile navigation was not intuitive, causing drop-offs.
- Many users wanted more guidance on selecting sofa configurations for their specific needs.
- The company's value proposition was not communicated effectively
Designing the Solution
- Enhanced Product Visualization
To address the lack of visual aids, we implemented a solution that allowed users to better visualize their customizations:
- A dynamic product preview was added, giving users a real-time visual representation of their sofa configurations.
- The new interface allowed for 360-degree views, making it easier for users to explore their chosen options from multiple angles.
- Visual cues and contextual prompts were integrated throughout the journey to guide users toward creating the perfect sofa for their space.
- Simplified Mobile Navigation
To resolve the issues with mobile navigation, we adopted a mobile-first approach:
- The site’s information architecture was simplified to reduce the number of clicks required to reach key actions, such as viewing products and customizing sofas.
- We designed a sticky navigation bar with clear, easy-to-tap icons that provided quick access to crucial areas of the site, like the product configurator, without excessive scrolling or confusion.
- Touch targets and gestures were optimized to ensure fluid interaction on mobile devices.
- Guided Sofa Configuration Tool
To offer users more assistance during the sofa customization process:
- We introduced guided steps to break down the decision-making process, helping users choose configurations based on their room size, style preferences, and specific needs.
- Contextual suggestions were displayed at key points, allowing users to refine their choices with confidence.
- A new "Help Me Choose" feature was added, offering personalized sofa recommendations based on user input.
- Reinforced Value Proposition
To better communicate the company's value proposition:
- We redesigned the homepage and product pages to highlight Snug's core values—modular design, ease of assembly, and next-day delivery—using prominent banners and concise messaging.
- Trust indicators such as customer reviews, sustainability efforts, and media coverage were strategically placed to reinforce brand credibility throughout the user journey.
To address the lack of visual aids, we implemented a solution that allowed users to better visualize their customizations:
- A dynamic product preview was added, giving users a real-time visual representation of their sofa configurations.
- The new interface allowed for 360-degree views, making it easier for users to explore their chosen options from multiple angles.
- Visual cues and contextual prompts were integrated throughout the journey to guide users toward creating the perfect sofa for their space.
To resolve the issues with mobile navigation, we adopted a mobile-first approach:
- The site’s information architecture was simplified to reduce the number of clicks required to reach key actions, such as viewing products and customizing sofas.
- We designed a sticky navigation bar with clear, easy-to-tap icons that provided quick access to crucial areas of the site, like the product configurator, without excessive scrolling or confusion.
- Touch targets and gestures were optimized to ensure fluid interaction on mobile devices.
To offer users more assistance during the sofa customization process:
- We introduced guided steps to break down the decision-making process, helping users choose configurations based on their room size, style preferences, and specific needs.
- Contextual suggestions were displayed at key points, allowing users to refine their choices with confidence.
- A new "Help Me Choose" feature was added, offering personalized sofa recommendations based on user input.
To better communicate the company's value proposition:
- We redesigned the homepage and product pages to highlight Snug's core values—modular design, ease of assembly, and next-day delivery—using prominent banners and concise messaging.
- Trust indicators such as customer reviews, sustainability efforts, and media coverage were strategically placed to reinforce brand credibility throughout the user journey.
Implementation & Iteration
Each design element was iteratively tested with real users in usability sessions, ensuring that the new features were easy to understand and use. Feedback was gathered and applied to further refine the interactions, focusing on both the emotional and functional needs of the users.
Results
- A 20% increase in overall conversions.
- A 15% improvement in time spent on the product customization page.
- Enhanced user satisfaction due to the more intuitive and visually engaging customization process.
Conclusion
The UX redesign for Snug’s website significantly improved customer engagement and conversions by simplifying the user journey and making the product customization process more interactive. The new mobile-first approach also captured a larger share of mobile traffic, driving significant growth for the brand.
What I would Do Differently?
I would explore integrating augmented reality (AR) features earlier in the project to further enhance the product visualization experience.
What's Next?'
Snug is considering AR integration to allow users to visualize sofa configurations in their homes, taking the customization experience to the next level.
Key Takeaways
This project demonstrated the power of real-time product customization tools and the importance of mobile optimization in driving customer engagement and conversions.
"Pierre is a powerhouse of energy and creativity. I had the privilege of working alongside him on numerous projects, and his deep understanding of the entire UX process is simply exceptional. His attention to detail and relentless pursuit of excellence always lead to designs that are not only functional but impactful. "
Pratik Parekh / Snug
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