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Customer Behavior on Choosing Furniture Color
Customer Behavior on Choosing Furniture Color

ZAOZUO is a furniture/homeware design brand in China. Combining China's rich and efficient supply chain resources with the world's top design resources, ZAOZUO provides "world design", "fine quality" and "moderate price" furniture and homeware products for the young middle class in China.
CHALLENGE
Since it was founded in 2014, ZAOZUO’s color&material design is mostly based on fashion color trends and designers' experience. My role in the 3-month user research internship was to design and lead a research project to provide insights for the company’s future CMF design by understanding the company’s customers.
RESEARCH GOALS
I firstly defined specific goals of the research project by collaboration with the design team. 
To understand:
Customers’ needs for home environment
Customers’ preference on home decoration style
Customers’ research process on determining furniture color
Customers’ requirements and preferences of colors when they purchase furniture
RESEARCH METHODS
QUALITATIVE
Customer Home Visit
Why? 
In a home visit I can see the customer’s real choices on furniture color and understand deeply about why the customer made those choices in the context where he/she is using the product everyday.

How? 
Select suitable customers and go to their home. Do observation as well as have deep conversation with the customer.
Special Material - Keyword Card​​​​​​​
Provide the customer with a card with some prepared keywords and ask the customer to choose those that could describe the home environment he/she wants to create. Each keyword is related to a hue.
Co-Creation and Interview
Why?
The co-creation session could help the participant better express their opinions and the researcher could get more insights by observing the customer’s behavior and be able to ask more related and valuable interview questions.

How?​​​​​​​
The participants first chose an apartment layout diagram that was similar to their home. Then they were asked to build their home by putting furniture cards on the layout diagram. For each type of furniture, cards with a series of colors were provided. The participants were asked to ignore all other factors and choose the furniture only based on color.
4 layout diagrams were provided which matched to 4 different budget levels.
Cards of 14 types of furniture were provided. Cards of each type of furniture cover a wide range of colors, selected in the ZAOZUO color system.


QUANTITATIVE
Sales volume analysis
Why?
Real sales data could reflect customer’s actual choices on furniture color.

How?
I analyzed the average daily sales of all retail channels for Zaozuo’s each category of furniture by color, hoping to see the performance of different colors on a furniture category. However, it’s really difficult to get rid of other affecting factors for the customer’s purchasing decision, like the furniture’s shape, price and so on. So another method was chosen.
Online survey
Why?
Online survey was used to learn needs and preferences of the customer group and also as a way to validate qualitative findings. Also, the online survey worked as a way for me to find suitable qualitative research participants.

How?
A carefully designed online questionnaire was distributed to a large customer group in a way that aimed to attract as many as customers to participate.
Stimuli Used
Pictures that show different home decoration styles.
FINAL RESEARCH REPORT
Contnets
Customers’ profiles
Customers’ needs for home environment
Customers’ preference on home decoration style
Customers’ research process on determining furniture color
Customers’ concerns on determining furniture color
Customers’ possible taste change on furniture color
Different factors’ weighing on customer’s furniture color decision
Customers’ requirements and preferences of colors when they purchase furniture
Customers’ view on fashion color trends
Customers’ impressions of ZAOZUO’s color system
Range 2 customers' preferences for living room color and bed room color (home decoration budget: 7.5-15k USD )
Impact
Outcome of the research project effectively complemented the company‘s product color selection system by understanding users.
Customer Behavior on Choosing Furniture Color
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Customer Behavior on Choosing Furniture Color

User Research Intern work. I Designed and led "Customers’ Behavior on Choosing Furniture Color" research project which effectively complemented t Read More
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