Hillary Frazer KPCB Fellows Application 2013 One Kings Lane - Interface Redesign

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Everett Rice
5 years ago
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1 Hillary Frazer KPCB Fellows Application 2013 One Kings Lane - Interface Redesign

2 2 3 COMPANY OVERVIEW One Kings Lane is an e-commerce destination that sells home furnishings at a discounted rate for a short period of time. This practice is called a flash sale. One Kings Lane was launched in 2009 by founders Susan Feldman and Alison Pincus. Since then, they have grown to more than 4 million members. On One Kings Lane, members can purchase just about any type of home furnishing product: beds, tables, artwork, pillows, and vintage goods, for example. The website also has sales called Tastemaker Tag Sales, in which well known designers pick the products for the sale. Members can also search the site for inspiration, helpful design tips, and learn more about the Tastemakers. With these other features taken into account, the main function of the website, though, is to operate as an online destination to puchase home furnishing products at a dicounted price. THINKING PROCESS I was familiar with One Kings Lane before beginning this assignment, mostly because my cousin, an interior designer, told me about her love for the site. Although I have never purchased from One Kings Lane, I frequently spend time viewing the sales and picturing how beautiful my apartment could be with some of these products in it. Therefore, when beginning this project, I wanted to imagine that I was using the interface as a customer, and try to understand their experience and how they make purchases. Through my research I have come to the conclusion that there needs to be a larger social connection between the website and its entertainment level. In addition, more technological features need to be incorporated with the interface that may generate larger sales. My main goal is to improve upon the existing model while maintaining that the primary source of revenue comes from the flash sales. PROBLEM I think the largest area for improvement with the interface is the connectivity to the sales and the section that is currently named Stories & Videos. In addition, since the website is so focused on the flash sale there needs to be more differentiation from One Kings Lane s competitors who aim to accomplish the same thing. There needs to be added value for a customer to visit the One Kings Lane website other than viewing a product or purchasing it. Therefore, there is an area of opportunity for improvement within the interactivity of the interface. By creating a higher level of interactive features, you can convert and pursuade members into customers. PROPOSED DESIGN The proposed design features a new member stategy to classify users as: personal users, professional users, or student users. Each category has special elements connecting the users together, forming a network. The most central part of the network are the designers and more specifically the Tastemakers. Student users as well as personal users want to be connected to these individuals, the professional users. It is integral to keep customers occupied and visiting the One Kings Lane website for longer periods of time, thus translating to greater sales. The new features are centered around the flash sales as well as providing a platform to entice users to make larger purchases.

3 4 5 SYSTEM OVERVIEW COMPETITION This diagram shows the current system overview through the customer s journey and their options in the marketplace. The system is described as follows. The customer has a space that needs furnishing, or they need to buy home goods. They can either go through the e-commerce channel, shop at physical stores, or consult a professional designer. If the customer is using e-commerce we want to convert them into a One Kings Lane customer that becomes a returning customer. Customer Has a space that needs furnishing DIRECT Flash sale sites that focus on home furnishings. INDIRECT Any retail box or e-commerce destination that sells products fo furnish the home. Local and antique home furnishing stores are also considered competition. + E-commerce Physical Stores Consult a Professional Happy Customer

4 6 CONCEPTUAL MODEL This diagram shows the conceptual map as the website currently operates. The conceptual model follows the user journey using the One Kings Lane online interface. The user follows the diagrammed steps to make purchases. Users need home furnishings or want to browse the products. They go to the One Kings Lane homepage and are prompted to sign up. Once the user signs up they have access to the interface and may view products or use the website how they choose. If users like certain products they have the option to purchase it and receive it in the mail. The model I diagrammed shows the steps a user interacts with the website to make a purchase. Sign Up One Kings Lane website Needs home goods Homepage Choose Product View Products Purchase Product Receive Product: Return for more shopping

5 7 PROPOSED CONCEPTUAL MODEL My proposed conceptual model allows users to sign up as a personal user, professional user, or a student user. Each type of user has different features that are diagrammed in the following pages. This is a different approach to create more of an entertainment level and added value for the user. Users still have the option to shop as usual and the sales are still the homepages for each user. The new interface is also used as means of connection between the three types of users and creates a network of people interested in interior design and home furnishings. Sign Up As: -Personal User -Professional User -Student User One Kings Lane website Sign Up OR Sales Homepage Continue Shopping as Usual Use the new features for your type of user -personal -professional -student

8 REDESIGN FEATURES: PERSONAL USER 9 REDESIGN FEATURES: PROFESSIONAL USER The professional page features an

The Calendar of Events features design shows, exhibitions and special events.

Users can create a catalog of purchase history for each client and what they want to purchase for each client.

These four new features highlight the personal user experience.

Personal users also have the option of getting in touch with a local designer.

creates a well rounded and entertaining experience for the user.

Incorporate One Kings Lane products, paint colors, and photos of the space.

14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 12 The professional page will show a calendar that

Alex s Living Room Purchased Need to Purchase This feature will allow designers to log purchases for

6 8 REDESIGN FEATURES: PERSONAL USER 9 REDESIGN FEATURES: PROFESSIONAL USER The professional page features an updated Tastemaker page with more information and photos of Tastemakers work. The Calendar of Events features design shows, exhibitions and special events. Professionals also receive special promotions and updates. Users can create a catalog of purchase history for each client and what they want to purchase for each client. This new interface helps professionals be organized with their purchases from One Kings Lane. These four new features highlight the personal user experience. The main focus is the sales, and each feature links back to them. Personal users also have the option of getting in touch with a local designer. The connectivity between the products and the technology that allows users to better furnish their homes creates a well rounded and entertaining experience for the user. MY MOODBOARD January 2013 Sunday Create moodboards for the space you re furnishing. Incorporate One Kings Lane products, paint colors, and photos of the space. Upload a photo of your space and place One Kings Lane products in the frame to visualize how they would look in your room. Tuesday Monday Thursday Wednesday 1 Saturday Friday CLIENT HISTORY CATALOG The professional page will show a calendar that updates designers on latest events in their field. Alex s Living Room Purchased Need to Purchase This feature will allow designers to log purchases for different clients and create catalogs of products for clients. Photo Uploader Calendar of Events Moodboard One Kings Lane will track your viewing and purchase history and make suggestions on what to pair products with based on your style. Connect with designers in your local area and view their reviews from other users. Client Catalogs and Purchase History More connection to Tastemakers, their style, inspirations, tricks, and tips. Special Designer discount-today only, 20% off your order Locate a Designer Product Suggestions New Tastemakers Page Promotions and Discounts Special access to promotions and designer discounts.

10 11 REDESIGN FEATURES: STUDENT USER The student user page features detailed technical instruction from the pros.

Students can create a catalog of inspiration from images seen on One Kings Lane.

The focus for the student user experience is to teach them and lead them towards style and to turn them into potential customers.

user. These three categories make up a network of people interested in interior design and home furnishings.

The proposed interface design focuses on adding onto sales as well as creating an entertainment and social value.

Chelsea Frazer Interior Design Chelsea Frazer i s hiring a s ummer intern f or her i nterior design firm i n Nashville, TN. Please e mail y our resume.

7 10 11 REDESIGN FEATURES: STUDENT USER The student user page features detailed technical instruction from the pros. It also has a jobs and internships postings page where students can search positions uploaded by professionals. Students can create a catalog of inspiration from images seen on One Kings Lane. Students can also upload their own design work for ctritique from professionals. The focus for the student user experience is to teach them and lead them towards style and to turn them into potential customers. JOBS AND INTERNSHIPS CONCLUSION In conclusion, I tried to focus this interface redesign on the user experience and the different reasons why users would visit the One Kings Lane website. The sales will always be the main focus, but there needs to be added value for customers to keep returning to One Kings Lane and not shop with competitors. The proposed conceptual model that I diagrammed shows a different way for users to be classified: as a personal user, a professional user, or a student user. These three categories make up a network of people interested in interior design and home furnishings. Each category of user has special features and each user will have thier own unique experiences. The proposed interface design focuses on adding onto sales as well as creating an entertainment and social value. Learn techniques, tips and tricks from the professionals. Students have access to a catalog of information uploaded by the Tastemakers. Chelsea Frazer Interior Design Chelsea Frazer i s hiring a s ummer intern f or her i nterior design firm i n Nashville, TN. Please e mail y our resume. Anne Huff Designs Anne H uff is h iring f or a n assistant position i n Los Gatos, C A. P lease contact for information. [INTERNSHIP] ccf@gmail.com [JOB] ahuff@aol.com Students can filter through jobs and internship postings uploaded by professionals or Tastemakers. Learn from the Pros scroll down for more postings Jobs and Intership Postings MY INSPIRATION MY WORK Create a catalog of inspiration you ve found on One Kings Lane. Save photos from Tastemakers pages, and products you like from the sales. Mary S ays: I think you have a clear aesthetic here. I just w ish there was some artwork on t he walls. Nathan Says: Job well done. I like the femininity of t his table setting. Students can upload their past interior design work. It will then be critiqued by professionals. Catalog of Inspiration Upload Your Work

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