Competitive Analysis

My goal was to create an inviting and enjoyable platform where users could effortlessly realize their design aspirations with minimal hurdles and optimal outcomes. After thoroughly examining existing design platforms, I identified the critical features that would serve as the foundation for crafting a seamless user experience and achieving the intended results.

The ones most applicable to my research are shown below:

Competitive Analysis here

SWOT Analysis here

METHODOLOGIES

I prioritized a two-pronged approach to my competitive analysis. Firstly, I conducted a framework-based SWOT analysis to assess internal strengths and weaknesses alongside external opportunities and threats. Following that, I delved into a data-driven web and app analysis to observe my competitors' digital behavior and customer interactions. Listed below are the criteria I applied to my analysis.

Usability

• Clarity: How easy is it to quickly find what I’m looking for and understand how to use the product?

• Efficiency: How easily am I able to complete tasks?

• Consistency and Predictability: Are there consistent design elements, interactions, and navigation across the app?

• Feedback and Error Prevention: Am I getting clear messages about where I am, how to quickly course correct, and how to get back on track?

• Accessibility: Are accessibility guidelines and practices being applied to ensure that the app is usable by a wide range of individuals?

“Having a welcoming, stylish place for my friends to gather in gives me so much joy”

-Katie

“My family comes first and having a warm and comfortable home is critical to my family life”

-Mikhael

“My space needs to function for both relaxing and as my design studio. Organization is utmost!”

-Rustee

GOAL

Ability to review a selection of designer portfolios and profiles in order to find the right fit.

ENTRY POINT

Dashboard Navigation Bar

SUCCESS CRITERIA

Effectively review and compare designer portfolios and profiles to identify the perfect fit for my project.

CREATE IDEA BOARDS

USER FLOW

CHOOSE A DESIGNER

USER FLOW

Entertaining friends at home and having dinner parties is what I love. I appreciate art and design, but don’t feel confident choosing stuff myself. I need guidance and want someone who can help me interpret my style, so I can update my space.

-Katie

As a person with limited funds, but design aspirations, I want a way to organize all my ideas and inspirational photos so I can strategize a plan that meets my budget.

-Rustee

GOAL

Searching for a tool to organize thoughts, search and save images, all in one place.

ENTRY POINT

Dashboard Navigation Bar

SUCCESS CRITERIA

Ability to capture, categorize, search, and connect ideas effortlessly.

INTERVIEWS

Three women with extensive design backgrounds were selected for in-depth interviews. All participants demonstrated an above-average interest in home décor and decorating. Two resided in smaller rental spaces, while the third was a homeowner. All three had undertaken home improvement projects within the past year and actively sought interior design inspiration on a regular basis.

Rapid prototyping empowered me to make informed design decisions with increased confidence. The iterative process enabled me to rapidly explore and evaluate multiple options within minutes, providing crucial insights and solidifying my design direction before investing significant resources.

USER QUOTES

“Existing services don’t have the options I’m looking for”

“I wish the process were more streamlined and straightforward”

“Not having guidance keeps me from moving forward with my projects”

“I respond when I see a designer’s style resonates with me”

“ Price is a big part of my decision-making”

SURVEY GOALS

“What qualities do users look for in a design professional?”

“What are the users attitudes regarding design experts and their services?”

“What challenges are users facing?’

Spacejoy

Decorilla

Havenly

RESEARCH

UX Analysis

Layout and Structure

• Clarity and Hierarchy: Are the app's content and features organized in a clear and hierarchical manner?

• User Flow and Navigation: Does the design align with the app's purpose and user goals? Is it guiding me through tasks seamlessly and efficiently? Does it provide clear and consistent navigation patterns?

• Balance: Are the design elements creating a visual balance? Is whitespace being utilized to create an appealing experience? Are images used effectively to support the information?

Differentiation

• In what ways do the brands differentiate themselves from competitors through their values and features?

• What well-defined user segment did the platform identify as its target market?

• What distinct attributes set each platform apart from its rivals?

Furthermore, analyzing various app designs revealed a gap in the market for a simple, modern layout that seamlessly blends visuals and text, creating an aesthetically pleasing and user-friendly experience.

Key Insights

In the online marketplace, there are several interior design services that provide various packages catering to different price ranges and levels of designer expertise, among other offerings. Interestingly, most of these services have been established relatively recently, all within the past 10 years. Notably, the past decade has witnessed a surge in this service sector. With most providers entering the scene within this timeframe, this young and exciting marketplace is poised for continued expansion and diversification.

Existing services predominantly focus on mainstream design approaches, with only one competitor offering shopping capabilities.

SUMMARY

A thorough examination of existing design apps allowed me to identify essential features and build upon them to create a more comprehensive user experience. Analyzing customer reviews proved invaluable in understanding which aspects of these apps resonated with users and pinpointing areas for improvement and opportunities for market share.

User Personas

User Research

RESEARCH GOALS

"What methods do users typically use when approaching their design projects?"

“What types of home projects are users undertaking?

“What are the most important factors for users when seeking expert design advice?”

INTERVIEW QUESTIONS

1. Can you tell me about a recent home project you undertook? What was your experience like?

2. How successful were you in this process? What challenges did you face?

3. How do you feel about receiving personalized recommendations for home furnishing products and decor?

4. How do you typically find inspiration or ideas for your home design projects?

5. What factors are most important when selecting an interior designer for your home projects?

6. How would you prefer to communicate with your chosen interior design expert?

7. When working on your home design projects, which tools and resources do you find most helpful and why? 

Key Insights

•Incorporating a tiered pricing system would address cost concerns. By creating a perceived value hierarchy, we can increase users’ options and influence their willingness to spend

•We can ensure a smooth and frustration-free process by carefully prioritizing the vetting of experts. Consumers seek professionalism and responsive interactions

•Recognition of the prevalence of smaller living spaces

•By establishing a dedicated furniture category specifically tailored to users with limited space, we can fill a gap in the industry

MIKHAEL

The Traditionalist

HIGH-LEVEL RESULTS

61.9% cited budget constraints as their biggest hurdle

71.4% Prioritize creativity and design expertise in a designer

76.2% Expressed interest in receiving expert design help

71.4% Would recommend a professional designer to a friend based on a positive experience

Users are experiencing frustration and spending excessive time on their research, indicating a need for a broader range of options.

• Offering an organizing service can assist consumers in maximizing their space and effectively organizing their living areas

• Introduce an interactive board within the app, allowing users to save and categorize items directly to their accounts. This feature would centralize their ideas and inspirations while providing specific information to their assigned expert, enabling a more focused and efficient process. Ultimately, this would enhance user satisfaction.

Click here for:

Affinity Mapping

Rainbow Spreadsheet

USER FLOW

KATIE

The Socializer

SUCCESS CRITERIA

INTERVIEWS AND SURVEYS

Information Architecture

PALETTE

Identifying the right questions is a delicate art in user research, but a skill I'm dedicated to developing further. It's the cornerstone of gathering valuable, actionable data, which is the critical ingredient of successful product development. My recent user interviews clearly illustrated this. The insights gleaned were not only eye-opening but often surprising, revealing previously hidden user needs and pain points. This firsthand understanding is the foundation for informed design decisions and ultimately, impactful products.

TYPOGRAPHY

What are the users’ goals?

Once I understood what my users needed, I started charting their journeys through the app. I mapped out the key tasks they'd need to complete and the information they'd want, picturing their paths through all the information in the app.

PROCESS

User Flows

CREATE PROJECTS

Dashboard Navigation Bar

Ability to quickly access project details and financial data on any device.

User Flow : Choose a Designer

User Flow: Create Idea Board

OBJECTIVES

•Assess users' comprehension of the app's purpose

•Observe the level of user engagement and satisfaction

PROCESS

01 TESTING METHODS

I researched different usability tests and picked the best one for this project, considering what we want to learn, who will be using it and participant preference.

PREFERENCE TESTING

Wireframes

PROCESS

Informed by my comprehensive research findings, I developed low-fidelity wireframes as a starting point for exploring potential screen layouts and user flows. This iterative process enabled me to progressively refine the overall structure, optimizing its usability and coherence.

Initial design explorations

I next developed a mid-fidelity prototype for a dedicated usability testing session to put users at the forefront of the design process. This facilitated evaluating user interactions and navigation patterns, providing valuable data to optimize the experience.

Refining the user experience, I upgraded my mid-fidelity prototype to high-fidelity. To make the first interaction memorable, I designed a preference test for the splash screen (see images). This user feedback will help me solidify the most engaging and welcoming approach for users entering the product.

CHOOSE A DESIGNER

44% Preference

Usability Testing

RESEARCH

Interior Stylish caters to discerning individuals who invest in creating intentional, beautifully designed living spaces. Our app reflects this commitment with clean, streamlined aesthetic and delightful features that empower you to navigate home design projects effortlessly, bringing your vision to life with ease and joy.

KEY FEATURES

•Gather feedback of overall user experience

03 TEST SCRIPT

To avoid any bias and ensure consistent information for everyone, I created a standardized script for introducing participants to the study. This helped guarantee fairness and collect accurate data from each participant.

06 RESOLVE CHALLENGES

The testing uncovered some key pain points. I developed creative solutions and crafted mid-fidelity wireframes to address the most critical issues. These revisions aimed to smooth out the user experience and make interacting with the product even more enjoyable.

Mobile App

LOGO

MOOD BOARD

Prototype

Reflections

Getting valuable user feedback and conducting thorough usability tests can present a challenge, but is ultimately satisfying. Usability testing proved a treasure trove of insights. Participants' diverse needs and unforeseen challenges illuminated unexpected design opportunities. This illuminating journey underscored the crucial role of empathy in crafting engaging and effective experiences.

Navigating these creative solutions within business constraints is a delicate balance, but one that can lead to unexpected innovation. Openness and flexibility is the key, to guiding the way and revealing previously uncharted paths.

While creativity is essential, exceptional design flourishes through the interplay of curiosity, empathy, and receptivity. A great designer is not just an artist, but an explorer, a listener, and an open mind, constantly seeking to understand and respond to user needs.

Effective UX design goes beyond mere aesthetics; it hinges on understanding what users truly want and need. When we apply rigorous research, we can uncover pain points and unvoiced needs. This data becomes our map, guiding us toward solutions that work for both users and businesses. This balanced approach creates amazing UX experiences that people love, keeping them engaged and powering the success of products and services.

•Observe if users can complete the intended tasks 

•Observe the level of user engagement and satisfaction

CREATE IDEA BOARDS

Furthermore, consumers have no option to efficiently organize their choices. This presents an opportunity for us to exploit a gap in the market by offering a more personalized approach.

In addition, none of the existing services offer assistance with home organization, and they also lack offerings of vintage and one-of-a-kind pieces.
By emphasizing our expertise in these areas, we can enhance our presence and appeal to consumers who desire a more comprehensive and unique interior design experience.

Transform fleeting inspiration into actionable plans.

Our powerful idea boards let users curate, categorize, and readily access all their design inspiration and project ideas – anytime, anywhere.

CREATE PROJECTS

Users are empowered to effortlessly manage their design journey.

Users can seamlessly launch individual or multiple projects, curate their vision through mood boards, track finances with integrated purchase and expense logging, build project-specific shopping lists, and collaborate directly with their designer – all within the convenience of the app.

UI KIT

Say goodbye to endless designer consultations.

Interior Stylish streamlines the design journey by expertly matching users with a qualified professional who aligns with their style and project scope. No more sifting through profiles – users find the perfect partner for their dream space in just a few clicks.

To really bring their goals and actions to life, I created user profiles based on all my research and conversations. These profiles gave me a clearer picture of my target audience, including their backgrounds, feelings, behaviors, anxieties, and challenges. My goal was to build empathy and connect with my potential users, allowing me to predict the tasks they'd likely want to accomplish with the app.

These user flows acted as a blueprint, guiding me in arranging content and shaping the app's navigation. By considering different user paths and information needs, I created a flexible structure that empowered users to explore and achieve their goals, tailoring their journeys through the app.

DESIGN

ICONS

BUTTONS

02 TESTING PLAN

To make sure my prototype was easy to learn and use, I put real people at the center of the design process. I created a testing plan with specific tasks and participants to see how they'd interact with it. This helped me find any issues and make improvements for a better user experience.

05 EVALUATE DATA

Putting users first, I organized and analyzed the testing data to understand their concerns. Using affinity mapping, I identified key issues and grouped them, then prioritized fixes based on their impact. This ensures we tackle the most critical things first to improve user experience quickly.

GOAL

ENTRY POINT

A user-friendly solution that enables me to organize projects in one central location, and track my expenses, all readily available on any device.

Who is the user?

RUSTEE

Click here for:

Similarity Matrix

User Journey Maps

04 USABILITY TESTING

Employing a mixed-methods approach, I conducted moderated usability testing with six participants from my target market. This testing included both remote sessions via Zoom and in-person sessions, ensuring inclusivity and diverse perspectives on the user experience.

56% Preference

The Creative

As a mom of two and a business owner, I need a simple, stress-free way to accomplish the home projects that I've been planning to make my home a great place to spend time with family.

-Mikhael

Instead of just jumping into design, I took a deep dive to understand the minds, needs, and wants of the folks who would be using my app. I honed in on who they were, what they wanted to achieve, and how they saw things. Luckily, my interviews provided a treasure trove of insights that provided a great foundation.