Brief:
Analyse the Wickes kitchen user journey, full spec UX & UI redesign from the ground up including live moderated user testing and developer handover.
Primary Objective
- Mobile first approach
- Emphasise imagery to show the quality of products
- Remove unwanted additional clicks
- Segregate installation and DIY kitchens into clear journeys
- Update the look and feel of the overall website experience
Journey analysis
We started by looking at every touch point the customer would have with purchasing a new kitchen. This covered online, in-store appointment or requested catalogue.
We looked at the current websites design for the landing kitchen page to kitchen range pages. The experience was and the way information was being conveyed to the customer was very only working on desktop so an entire new design was needed with a mobile first approach.
Old Kitchen Hub Page
Old Kitchen Range Page
We noticed the biggest conversion driver was the in-store appointment for the custom made kitchens and DIY kitchen sets that are pre sized were purchased online. This was the primary indicator of two journeys that we needed to design for. Some customers already knew what type of kitchen they needed and could use the DIY sets that rarely needed to speak to a consultant. The big project of custom designed kitchens could only convert in-store so we had to sell the dream including the potential whole package.
Lightly created layouts were drawn and cut so we could move things around quickly with internal workshops. Getting the direct feedback allowed us to better understand how to present all the different aspects of kitchens to our users.
Working with a specialist user testing group Spotless in London we had 3 days of user testing.
We had a range of different customers that gave us extremely valuable insights into what they thought worked and what could be added to help them in their shopping journey.
One of the biggest to come from users was the booking journey. All the customers new it was a free service but wanted to know more about the process before going in for an appointment.
A full UI spec was designed with supporting information for the development team.
We then started to roll out to 5% monitoring the conversion data to ensure that we were seeing the results we were looking for. We saw an increase conversion on both journeys and saw the highest increase on mobile which is what we were aiming for.
New Kitchen Hub Page
New Kitchen Showroom Page
New Kitchen Range Page
Then we took it to 50% of traffic we still had a clear increase on appointment bookings with kitchen consultants for the custom made proposition and the overall online purchase journey for all other kitchen was also seeing an increase.
Final stage was 90% off traffic which was to ensure that the increased conversion stayed true throughout an entire sale cycle guaranteeing that future users would be able to shop with confidence.