Under this project, we aimed first at identifying what this experience is for a customer of Casa Trasacco. Once we discovered this, our next goal was to analyze the features of this user experience, under the elemental factors of usability (ease of use of services/products), content (layout of the products, display of pricing info etc.) and images.
Thereafter, based on our analysis and findings, we would have proceeded to crafting a user experience model for Casa Trasacco, which would detail out what the ideal experience/interaction is for anyone who walks into the showroom. This step holds the key to unlocking results in the final project objective, which was to make an effort to create flexibility in the Casa user experience model so that it can be remodeled for other luxury retailers, in order to make it easily adaptable to the customer climate of other luxury retailers.
The problem was identified via the technique of immersion. Upon exploration of the showroom, we realized that the shopping experience was not smoothly facilitated. Different types of products were displayed within the same space; bedrooms and kitchens were displayed right next to each other, making it difficult to compare one product with a similar one.
The issue here, was that customers looking to buy one type of product were unable to find them in a particular section at the showroom. Thus, they were distracted by the several other product types on display. With other customers validating our discovery, it became clear to us that an opportunity lay in creating a seamless, unbroken shopping experience for the customers.
As aforementioned, our team set its focus as a three-way: identifying the user experience that currently exists for customers of Casa Trasacco, analyzing the features of this experience under the elements of user experience, and then creating a model that will improve the current user-product interaction for customers of Casa Trasacco. We also set out to discover, and observe, the kind of customers that visit the showroom, so that the final solution we craft will ideally cater to the needs of all customers of Casa Trasacco.
Under the aim of identifying the current UX, our team aimed at observing customers at the showroom at different times of day for a period of one week. The deliverable here was to find a persona/personae that we would use as points of analysis and ideation in the creation of the UX model. Thus, our fundamental approach was observation as a primary research technique.
Additionally, we sought to take a close look at the customer’s experience at every stage of his/her interaction with the products on display, and the overall service provided to him/her at the showroom. In order to capture this, we planned to use a journey map framework, which would ultimately help us to map out a customer’s step-by-step user experience, throughout their visit.
On visiting the showroom over the span of a week, our team realized several findings that were relevant to our goals and research objectives. The findings we discovered include:
- There was no particular layout of the items on display,
- Kitchen sets are the core product,
- A restaurant is soon to open within the showroom,
- For products that have multiple components, each component has its own price,
- Promotions on products are not boldly advertised to customers,
- Customizable color options for kitchens, cabinets and bedroom sets,
- Sales personnel are very engaging and informative; front desk personnel, however, come off as rather strict and serious.
RECOMMENDATIONS & FUTURE PLANS
Given that our team was a third party looking to use a company’s working space and customers, our project was very sensitive; more so, because Casa Trasacco has very tight rules and customs regarding outside individuals who aren’t business partners. Thus, the only recommendation I’d suggest on behalf of my team, is to find out how high such a company’s interest level is, in connection with third party projects. This way, the decision to either pursue or abandon a project will be influenced from early on, so as not to cut short the flow of the project midway.
As regarding future plans, I believe I, with some of my team members, would like to pick this project up again. But at a time that fits best with the company’s plans for third party affairs. My personal plan is to take the roots of this project to another company, and grow them there.
by Jean Quacopome, Lead of the Casa Trasacco UX Project