Overview
The Brooklinen in-store shopping experience is very guided. A retail associate is not only available to walk customers through their bundling options, but also to help them make color selections and pairings that look nice for their personal aesthetic. On brooklinen.com, this process can be overwhelming. There was a desire to explore ways we could help the online user have a more guided experience when it comes to putting together an order of multiple products that create a full bed look.
My Role
• User Research
• UX Strategy
• End-to-End Product Design
Many solutions were being tossed around from different stakeholders at the company, but I took a step back from the immediate solutioning to truly identify and fully understand key user paint points.
Conveniently, my colleague and I were already deep into a 30 person research study, where we interviewed both customers and potential new users about their experience on our site. Through this, I was able to gather really valuable insights.
This helped to pinpoint where along the user journey our customers were having the most trouble. It also resulted in a brainstorm for potential solutions to these specific user concerns.
With a How Might We statement for each key use case, I explored competitor solutions and did extensive exploration of my own. This is just a sample of some ideas that came out of the exploration.
Following reviews and conversations with key stakeholders, we felt that a "Shop the Look" experience was a solution that would have the most reach and impact for the user. I did further exploration on how this might look and function. This is only a sample.
We recently launch an MVP of this feature in order to measure key results and help us determine how we'd continue to iterate this experience in the future. It was critical that the MVP was able to support our bundle products, which led us to this tabbed PDP experience.
Positive results following the MVP release made us excited to iterate and consider what the future of 'Shop the Look' might be. The first priority is increasing placements on site–and potentially releasing a PLP dedicated to the feature.
