DUNELM

Senior User Experience Designer for Dunelm.com


Dunelm is a British home furnishings retailer with 150 stores throughout the United Kingdom. All information in this case study is my own and does not necessarily reflect the views of Dunelm.

Project Objective

Design a new responsive E-commerce site that works seamlessly across all devices, increasing conversion whilst improving the overall brand experience.

The Team

Working within an agile environment, the team consists of 5 designers under the leadership of a UX/UI manager.

The team is located across London and Leicester.

My Role

In December 2017, I was hired as a contractor in the position of Senior UX Designer.

In this role I report to the Head of UX / UI at Dunelm and I have responsibility for the following deliverables;

UX & Visual Design

Manage and deliver the UX for Checkout & Reserve & Collect, ensuring the value proposition is tailored for all key Dunelm personas.

Consumer Research

Participate in domestic client research to drive roadmaps and identify opportunities to create business value and improve the user experience.

Design, Test, Ideate

Using interactive Axure prototypes, organise and conduct lean lean user research to validate designs.

Project Kick-off

January 2018

The project began over a series of workshops in the Leicester head office to discuss business objectives, how success would be measured and the roadmap assumptions. During the week, the UX & Design team met with key stakeholders to explore;

  • Customer Segments & Personas: Their backgrounds, motivations, demographics and spending motivations.
  • Online metics: Website usage analytics and conversation optimisation funnels.
  • Our Design Thinking process and tools to collaborate and work with Product owners and Developers.

Customer Segments
We reviewed 7 key personas. Many are purely focussed on buying products at competitive prices without comprising quality. Unlikely to buy into a refined and aspirational experience.

Current Site Critique:
The team reviewed the current site and MV Tests that had improved conversion. This gave us a solid understanding of features, styles and user flows that we needed to consider during the re-design.

Empathising with our end users

After establishing a strong understanding of the businesses personas, the team travelled to Nottingham to facilitate fourteen 1:1 sessions with existing Dunelm consumers.

The team documented consumer behaviours, pain-points, opinions and attitudes towards features and functionality. Common themes provided strong rationale towards design choices on “Search”, “Landing” pages and “Menu navigation”.

Part of the session focussed on a customers creative process furnishing a home. This allowed the team to understand behavioural patterns prior to purchase on Dunelm.com.

Design, Test, Ideate

After establishing a strong understanding of the customer base, the design process started and we began to build the experience. My personal deliverables were the PDP & Checkout including Reserve & Collect.

A snapshot of the checkout experience can be found below.
Interactive prototypes available upon request.

Design Challenge

Provide transparency over unpredictable stock availability and multiple courier methods.

Solution: Customers enter postcode at PDP or Basket. Shows fulfilment options through checkout process.