Case Study

Kirsten Conner Interior Design

Project: Kirsten Conner Interior Design

Duration: January-May 2022

Role: UX/UI design, research, brand design

Background

A prolific member of the Interior Design community in the Pacific Northwest, Kirsten Conner has been beautifying residential spaces for two decades.

Kirsten's business was built on reputation and relationships, but she was losing jobs to competitors in her target market. The time had come to demolish the old website and develop branding and a digital aesthetic as elegant and functional as her projects.

In her own words, Kirsten knew her visual identity and website were dated and didn't speak to her target client. We also began a campaign crafting long-form blog articles to boost her SEO and drive site traffic and sales.

Challenges

01

Elevate brand appeal with Kirsten's target audience by redesigning logos, iconography, and style guides, then leverage these assets into a complete website overhaul. Directly impact ROI by improving user satisfaction, usability, brand perception, and retention.

02

Let users dive into Kirsten's portfolio of projects by developing a clean, simple user flow.

03

Distill and organize information into a concise, clean UI, including services, projects, and press mentions.

04

Convey to users that 'magazine cover results' are easily attainable in their homes with the acquisition of Kirsten's services.

Kickoff

Kirsten knew who her target user was. My job was to discover why they chose her competition over her, particularly when we knew the quality of Kirsten's work was on par with the top designers in Seattle. Currently, who was her primary user? Who is her desired user, and what are their goals? Why are they seeking interior design services? I interviewed four participants to establish archetypes, after which it became clear that there was a discernable pattern.

Competitor Analysis

To construct a concise and solid foundation for Kirsten, I had to venture out and see what the prominent interior designers were already doing. What were they doing well, and how can we use this information to better position Kirsten? I evaluated several vital features from user surveys and identified which ones Kirsten could capitalize on to have a leg up over other successful design agencies in the Seattle area.

User Personas

Daniel

Age

43

Gender

Male

Marital Status

Married

General

Daniel is a mid-career professional recently promoted to his job at Microsoft. Daniel and his family live in Bellevue, Washington, just outside Seattle. They enjoy a social life and all that Seattle offers but may not be able to find as much time for those activities as he takes on more responsibilities at work. Daniel's wife and two daughters are his primary focus, and he strives to provide a good life for them.

Celeste

Age

37

Gender

Female

Marital Status

Single

General

Celeste is a physician at the University of Washington Medical Center in Seattle. Celeste is a busy professional primarily dedicated to her career and patients. In addition, Celeste spends time with friends and family in her free time and enjoys several outdoor activities in the Pacific Northwest. Celeste plans on starting a family someday, but for now, she wants a carefree home and doesn't spend time fussing over the state of things.

Information Architecture

I moved Kirsten away from a bulky, poorly structured WordPress site to a custom, CMS-powered site with Webflow.

Low-Fidelity Wireframes

Before moving on to high-fidelity wireframes in Webflow, I wanted to get a feel for the basic layout and design to eliminate mistakes and establish clean code from the start.

High-Fidelity Wireframes

Before moving on to high-fidelity wireframes in Webflow, I wanted to get a feel for the basic layout and design to eliminate mistakes and establish clean code from the start.

Challenge 01

Elevate brand appeal with Kirsten's target audience.

Kirsten's previous site lacked a distinguished and elegant feel. Our goal was to highlight her work with a professional, tactile, and immersive experience. To achieve this, we overhauled every element by redesigning logos, iconography, and style guides, then leveraged these assets into a complete website overhaul.

Challenge 02

Simple and clean project data pages.

Visualization is the practice of imagining what you want to achieve in the future—as if it were true today. Our job, in part, was to connect these dots for the user with clean, simple, informative project pages, complete with pertinent info and stunning visuals.

Challenge 03

Resolve information fatigue with clean, simple IA.

Kirsten's previous site was unorganized and overloaded with extraneous particulars. As a result, there was a lot of redundancy and conflicting information. So we tore it all down and distilled the information into a concise, clean UI, including services, projects, and press mentions.

Challenge 04

Assure users that beautifying their home is a simple process.

Convey to users that 'magazine cover results' are easily attainable in their homes with the acquisition of Kirsten's services. Visualization is vital for users. They should understand early in the journey that these results are easily attainable in their homes.

Style Guide

We leaned on Kirsten's style when developing a palette that was dynamic enough to elevate the brand and neutral enough to get out of the way. Ultimately, this project aims to highlight Kirsten's amazing work - not to distract the user with a shocking palette.

Impact

+40%

Increased sales by engaging a new and desirable market segment

-30%

Lowered bounce rate and increased time spent on project pages.

+70%

Increased features in national and regional design publications.