CX Designer | Creative Director
Concept Overview
Roche Bobois is a renowed name in the contemporary luxury furniture industry with over 260 showrooms worldwide.
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The project objective is to increase foot traffic and optimizing the customer experience in stores through the integration of technology and an augmented reality app experience. By leveraging cutting-edge tools, I am transforming traditional shopping into an immersive adventure, enticing customers to explore and discover in exciting new ways.
Project
Project duration: 6 months
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My roles & responsibilities: Establishing the design strategy, product roadmap, ideation and conception
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Deliverables: Flowchart, wireframes, low and high fidelity prototypes, UI assets, UI/UX documentations, guidelines.
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Tools used: Figma, Photoshop, ARConnect, Matterport, CXG analytics
Context
I started my analysis in one of the showrooms in Los Angeles which was equipped with 7 iPad stations, 1 mega tablet, and 4 TVs broadcasting a Roche Bobois promotional video. Additionally, each employee was equipped with an iPad and a laptop for presentations and providing customer assistance.
Research
Through CXG analytics 142 evaluations have been conducted accross EU and North America, amongst 72 showrooms worldwide both in Europe and US revealed the following problems:
• Low tablet usage among existing customers (38%).
• All iPads available to customers offer the same generic website access, lacking personalized content, product information and customization options
• Missed opportunities for engaging customers with tailored experiences.
• Inefficient resource utilization with iPads and tablet stations.
• Lack of awareness about the brand name and its reputation.
• Lack of understanding of product customizations.
• Brand lacked understanding of furniture preferences across diverse demographics and locations.
• Constant price changes occurring without notification make it nearly impossible for staff to maintain accurate pricing on the floor.
• Brand lacked analytics tools in place. Estimation of product popularity based solely on sales (biased data: limited Perspective and exposure)
Define
These challenges need to be addressed by taking a comprehensive approach to enhancing the customer experience (CX), focusing on both in-store and at-home interactions with the brand and its products.
Product Information
Our priority is to improve how customers access product information.
Currently, they can browse online, which lacks details on customization, or in-store, where they need a salesperson.
Most clients prefer self-browsing, limiting their understanding of the brand and product options. The enhanced information will be used on in-store tablets and in the VR app.
Virtual Showroom
- Enhancement of the current Virtual Showroom using Matterport and ARConnect
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Integrated real-time updates to showcase the latest collections and products available at each store location.
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Designed user-friendly navigation features for seamless exploration of the virtual showroom and product offerings.
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Enhanced the app with interactive elements to engage users and provide an enriched shopping experience.
New Tailored Ipad Experience
A tailored experience can be created for every product by expanding the number of iPads in-store, ensuring there's one iPad per item. This initiative allows customers to access detailed information about each product, including product description, designer details, materials used, customization options, warranty and care instructions, as well as pricing and availability. This approach aims to enhance the overall shopping experience and provide customers with comprehensive product information at their fingertips.
Entrance Screen Experience Redesigned
The redesign of the main entrance screen is essential to create a captivating and impactful experience for customers as soon as they entered the showroom.
By providing a larger screen, we aimed to draw customers' attention and establish the brand presence from the moment they set foot inside. The screen would feature a mix of video and text in a loop, carefully crafted to encapsulate the essence of the brand.
With no sound, the visuals would speak volumes, showcasing key elements such as the French heritage, the brand's longstanding presence since the 1960s, European manufacturing, high-quality craftsmanship, luxurious offerings, renowned European designers, and the ability to fully customize products.
This immersive introduction would set the stage for a memorable and engaging shopping experience, leaving a lasting impression on visitors.
Enhancement of Analytic Platforms
There is a need for custom analytic solution to track product popularity, customer satisfaction, and feature preferences. This would allow the brand to gather insights for continuous improvement and ensure our offerings met customer needs and market trends.
Create
At this stage of the process, I created detailed sketches to map out where and how technology would be integrated throughout the store. These sketches focused on the strategic placement of digital touchpoints, ensuring seamless client interaction with interactive displays, tablets, and other devices. The goal was to enhance the shopping experience by guiding customers through a smooth, tech-driven journey.
Ideation
Implementation
Improved Virtual Showroom Experience
We’ve enhanced the virtual showroom by adding a full shopping functionality, allowing customers to not only explore products but also customize them to their preferences and make purchases seamlessly within the experience. This integration provides a more interactive and convenient shopping journey.
In-store products Ipad Experience
By expanding the number of in-store iPads, we can offer one per product, giving customers instant access to detailed information such as descriptions, designer details, materials, and customization options.
This initiative enhances the shopping experience by providing comprehensive product details, including pricing and availability, at their fingertips.
In-store LED Display
The entrance display is designed to showcase the brand’s history with an engaging narrative.
It highlights the brand’s global recognition, allowing visitors from around the world to connect with its heritage and values.
This approach helps strengthen the brand’s international identity and appeal.
