Overview

Premium shop for European handmade lighting

Help the early stage startup with design thinking

Not only UX but also work on marketing & product curating

Role

Lead UX/UI design

Channel

Desktop & mobile web

Tool

Figma, Protopie,
UsabilityHub

Background

Visual concept

Various modules for different content and promotion needs

Research

Figure out customers’ purchase funnel and latent pain points & needs
In-depth
Interview
Set up initial persona
Competitive analysis
Find standard UX
and opportunities
Usability
Test
Find where
users start shopping

01. Brand consumer

Persona & Design

Shopping
Journey
  • Browse Instagram photos, famous curated stores, and furniture design fairs
  • List up popular brands or preferred products
  • Search for product names online to find the best way to buy, taking into account price, shipping, tariffs, etc.
  • Buy cross-selling product e.g. bulb
Purchase factors
  • Design > Price > Size > Brand > Delivery time
  • It's okay even if delivery time is long
Preference
  • Flos, Louis Poulsen, Artemite

Acquisition

“I saw this brand often on my instagram feed.”
Brand consumers stumble upon Pinlight from social media or shopping platforms. They already have something in their minds such as brands and styles.

Browse

“I want to see more of this brand's series or other products of this style.”
They can explore brand concept with tasteful product images, and check out the brand's other product line in the brand shop linked with the product detail page.

Get consultation

“I’m not sure which bulb to buy for this. I would rather hand this over to my designer”
Most products are customisable, but they need more detailed information to customise. Pinlight, a premium lighting provider, offers exclusive consulting services and installation services for customers. Contact forms are available anywhere in widgets, footers, and even ATFs on the PDP.

02. Self-interior maker

Persona & Design

Shopping
Journey
  • Save Instagram/Pinterest posts first
  • Search by specific keyword e.g. lighting for living room
  • Got some hints and refine search keywords e.g. round pendant
  • Filter by price
  • Check watt, kelvin, size, etc.
Purchase factors
  • Design > Watt/Kelvin > Price > Size
  • Material & Style rather than brand value
Preference
  • Industrial or Vintage style, something looking like craft

Search by product type

“I need a pendant for the dining table. I know the length and Kelvin to look for."
DIY customers research a lot and they know what they need. They start browsing either from the search box or the product list page. They often use filters such as price, size, and most importantly, style.

Shop by style

“I already decided what kind of style I will buy, but I don’t care that much about brands."
Exploring various products is one of their pleasures. They sharpen their preference by browsing various styles within preset constraints.

Check the details

“I figured out what size and kelvin I need. I can imagine how it would look based on information."
Self makers have done a lot of research and they know what spec they need to check. The product detail page provides a summary of the details so that customers can easily review all key details.

Custom lighting

“I like this color and material. It would fit the table I bought”
They have researched a lot and have clear thoughts of what they want. As they chose all the details of the house, they may prefer custom lighting.
Pinlight has many configurable products, and one of them is from its own brand. I streamlined the complex configuration options into the WYSIWYG tool.

Time for marketing

In order to validate assumptions, we need more users to gather data.

01. Product curation
based on UX research

No matter how well designed, we cannot sell without attractive products with a solid business strategy.

According to the navigation test, most people browsed from the product list page. However, the product curation was not as good as other premium lighting shops.

Hence, I re-curated all brands by rating & tagging.

Before

After

02.
Marketing materials

I created email templates and printed materials such as flyers for B2B & B2C to help the client expand their marketing channels.

Thanks!

2 Catalogs: B2B & B2C
Chocolate package for promotion
Marketing Material Design
Jan 2021
Home
Menu
Blog list & post
PDP
PLP, SRP
Brand Shop
Configuration
Cart & Payment
Design Revamp
May 2020 — Nov 2020

Pinlight.eu

E-Commerce / Web Design
Project Overview
WIP
My Contributions
WIP
Curating brands & product lines
Pivot business based on user research
Product curation &
Business strategy
Dec 2020