How might we improve the online furniture purchasing experience by reducing confusion around pricing, measurements, and decision-making on the checkout page while creating a smoother and more supportive customer journey?

The purpose of this case study was to understand users’ thoughts, behaviours, and frustrations when purchasing furniture online. The research focused on uncovering pain points throughout the purchasing journey and identifying opportunities to improve the overall shopping experience.

The project began with a competitor analysis to evaluate how leading furniture retailers structure their purchasing experience, pricing communication, and product information. Insights from this phase informed the direction of the user research. Then, we conducted user interviews to better understand customer expectations, frustrations, and needs during the online purchasing process.