Impermo is the Belgian market leader in tiles, natural stone and parquet. Over the years, the company has built 9 showrooms, with hundreds of customers crossing their doorstep each day.
Problem (as it was)
Customers need an easier way of ordering tiles from Impermo: once they decided what they want to buy, they want to spend less time waiting for their order.
Solution
A business-specific webshop and a showroom application for Impermo agents.
My role
Research, UI/UX design on behalf of Xcommerce.
Discovery
I've put together the information I had about users and created Personas. After that, I tried to recreate scenarios in which users are most likely to be using the services Impermo offers. This way, I learned more about the interaction (and disruptions) between the user and Impermo, as well as how problems might arise as a result of that interaction.
Ideation
The majority of the services that Impermo offered were limited to showroom visitors. We started to expand on the idea of offering online services that would:
- assist users in their research about tiles and in their planning,
- help product discovery on the website,
- make ordering possible also from home,
- allow users to actually touch the tiles before buying.
I used Balsamiq Mockups and Adobe XD to create low-fidelity wireframes. To get the essential features as accessible as possible, I decided to start designing for the smallest screens and to work my way upwards. Below, you can see a selection of the wireframes that illustrate how I imagined to address the online services which we had in our scope.
UI stage
With the mockups in place, I started refining the design and adding content. My first area of focus was the main acquisition funnel.
One of the challenges that I had to face was the use of the red color. Since the logo is red, I had two options in regards of CTA buttons: 1. use a totally different color for the CTAs or 2. tone down the website as much as possible (branding-wise) and keep red as the color for main CTAs. To keep the overall look clean, I chose the second one.
Next steps
The showroom experience
We realized that the conversion-flow of the showroom should be treated as a separate issue, requesting a separate solution.
The main goals here are to:
- give more information and capabilities to agents and visitors alike,
- the ultimate goal: reduce waiting times.
Stay tuned to see our solution for the showroom experience.
Thank you!
Thanks for watching! If you enjoyed this overview or have any feedback, I’d love to hear from you.
If you want to collaborate, talk about product design, or just want to say hello, hit me up at zsoltik@gmail.com or connect via LinkedIn.
