About the project
The challenge
- Born during COVID19 to help my mother (an interior designer) continue to offer her services 100% remotely.
- Surveyed ~100 people and discovered Interior Design is a sector still to disrupt digitally and that tends to be perceived as exclusive and expensive, therefore difficult to access.
- Perceived as an ambiguous service: no clear prices, offline negotiations, no transparency on price calculations and services offered.
The objective
DecohomeBcn wants people to familiarise with the “new normal” of digital Interior Design, offering transparent, pre-bundled packages that are easy to access, affordable and leverage new technologies such as 2D and 3D rendering, remote communication and online surveys to produce a high-quality, tailor-made result that is compliant with the current situation and that can be adapted to the pace and urgency of the customers.
My role
Service conception and roadmap
Web design and development
User research
Competitor analysis
Copywriting and SEO
Digital marketing management
User personas
User research
Those are the 4 most relevant results found out in a 20-question survey. It was completed by 100 people from different backgrounds, ages, gender & salary range and the goal was to discover any trends in relation to interior design as a service.
The results were very helpful to understand, in a general way, how the sector was perceived and what it could be done to make it more accessible to people and to make it become more digital driven.
Have you ever thought about hiring or did you ever hire an interior designer?
If you NEVER thought about it or NEVER hired it, what was the reason?
How does an interior design service need to be in order for you to hire it?
Which price would you be willing to pay for an interior designer to redecorate one room?
Survey results and findings
- The 70% of surveyees with an annual salary of <€50k have never thought of hiring an interior designer for their homes. The main reason is: they think it's expensive. Here I saw an opportunity to make interior design more reachable by creating packs of different prices according to the needs and budget of the users.
- Relevant facts that have been taken into account when creating the packs are: they should be affordable (concretely this means, a fixed price of €70-250 per room, according to the survey and to competitors), they should be customisable and easy to hire. Therefore, I created 3 packs for that price range that included from a basic to a more premium service. This way, users could choose the one that better fit their needs. After purchasing the pack, the customers would complete an online form so that the interior designer would know more about their taste & style in decoration, specific needs as well as available budget to furnish their room.
- Services such as 3D renderings and moodboards are highly appreciated by the surveyees for an online interior design service. One of their biggest fears is not being able to visualise in advanced how their room will look like after the transformation.
- Another important fact for the user is knowing that the interior designer listens to them and will make sure to reflect their style & preferences in the final decoration. This need is being satisfied by including an after-purchase form where the customer will be able to express all its needs and by having the final word thanks to several free reviews.
About the product
The checkout process
The user chooses the interior design service that adapts better to its needs.
It will be redirected to the checkout page to purchase the service.
The customer arrives to the thank you page where it’ll get the link to a form.
By clicking the link, the customer will be able to fill in the after-purchase form.
This process will allow DecohomeBcn to offer different packs to customise it’s interior design service. On the other hand, the customer will know the price of their interior designer upfront: prices will be transparent and affordable due to the fact of being divided into price-per-room.
The after-purchase form will enable a better customisation of the service: this way, the interior designer will have concrete insights on the specific needs, taste in style and budget of the customer before starting the project.
The Interior Design packs
The services provided in the packs as well as the prices were created and validated using the results of the survey as well as through competitor analysis.
Every Pack was designed having one of the 3 user personas in mind: the pack “complementos” is the most basic one and it was created for users like Rosa, the pack “low cost” was built for users like Sara and the “premium” pack is meant for users like Luisa (see user personas here).
Home page
Logo sketches
Moodboard
