Inspiring Digital Shopping Experiences for SRG Brands - Curated Product Collections and Categories to Enhance Experience and Simplify Decision-making
The SRG eCommerce platform needs to elevate the shopping experience by inspiring consumers with themed product showcases. For brands like Spotlight, the focus is on embracing the digital shopping journey and sparking creativity among users. Anaconda and Mountain Design aim to align their products with lifestyle-driven content, strengthening their brand positioning. By enhancing the online experience, SRG can drive both brand engagement and revenue growth.
Background
The Spotlight eCommerce team would like to display the popular collections for homewares department by offering inspiration and showing how different products can be combined to create a cohesive look.
Customers lack the ability to view and purchase entire room setups as curated collections, limiting inspiration and convenience.
Spotlight’s project templates rely on free-text, lacking customisation to effectively showcase creativity and style.
The general page template is too rigid to efficiently display themed product showcases or creative projects.
"Add to Cart" functionality is limited to the Product Details Page or Catalogue pop-up, restricting seamless shopping from curated collections.
Design Process
Conducted stakeholder interviews to gather insights and align goals.
Performed competitive research, analysing major retailers and direct competitors.
Created storyboards based on sketches to visualise user interactions.
Conducted user testing and reviewed findings through observation.
Delivered comprehensive user journey diagrams for all scenarios.
Results
The "Shop the Look" feature was launched and implemented to be brand-agnostic, enabling it to provide an inspiring shopping experience across multiple SRG brands, including Anaconda and Mountain Designs, allowing customers to browse and purchase entire themed collections, significantly boosting user engagement and convenience.
