User Research | Wireframing | Prototyping | User Testing | UX Design | UI Design |
The Wickes range of kitchens is one of the most successful sectors of their business. The online offering however, was lacking and the customer journey was flawed in many ways with hidden pages, incomplete and incorrect information. Stakeholders believed that an online Kitchen experience is the first step customers take before committing on a service direction.
Old kitchens designs
Wickes is fairly unique in that it has two different types of kitchen customer. There is ‘Ready To Fit’ Kitchens which are more of a budget, DIY proposition that are all available to order online. The other proposition is ‘Showroom’ kitchens which are more bespoke and premium. We needed to establish whether this differentiation was clear to users.
The project started with a kick-off workshop with all major stakeholders of the project in which we laid out the entire existing journey and identified where they thought the experience came up short. We also did a bit of ‘gamestorming’ where we asked how we could make the experience worse. This was followed by an in-depth analysis of our competitors online offerings and what we could learn from them. Research was done around web trends and technology and what could work for us, all the time being sure to keep in mind our IT and budget restraints.
From our process we then started the final designs and coding. We did this in 2 week Agile sprints. A total of 4 sprints were required with a week ‘mop up’ at the end.
The A/B testing was done through the Monetate platform and initially ran on a 90/10 split (in favour of control). It then moved to 75/25. Iterations continued to be made as we identified pain points in the journey.
May perform differently depending on your IP being part of the 50% test or not.