Service & Web Design
Project phase: The Concept Stage
Eco-chic Furniture Webpage:
We Help Our Clients to Unleash Users' Doubts
During 2-week lighthouse project, we helped Koskela, a local, sustainable furniture company, develop its B2B subscription service for schools. This project highlights how we polished the new service and designed the step to verify the business for shaping the future trajectory through the challenges of reaching the target audience.
Client: Koskela
My Role:
Research, Strategy, UX Designer
Duration: 18 Days
Our Team:
Maratee Charoenwon_UX Researcher, UX Designer
Tatiane Danta_Project Manager, UX Designer
The Challenge
How might we make the school furniture subscription service more desirable?
Koskela, a 20-year sustainable furniture company, aims to increase its green impact by offering adaptable furniture and circular services to schools in NSW to address the challenges of disposing of furniture. However, schools still prefer to own their furniture property rather than subscribe to a service. Our aim is to find a way to make Koskela's new subscription service more attractive and acceptable.
The Approaches
During 15 days, through zoom-out & in process, here’s how that looked when laid out on a timeline.
Detailed Project
01. Understand the Landscape
An engaging & value bounding customer relationship
is key for subscription service
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To understand an upgrading B2B circle service, we canvassed 3 leading furniture companies' circular services.
Comparators Analysis
1. Ikea: The B2C renting and recycling market
2. Ahrend: The B2B furniture subscription service with a modular design
3. Cort: The renting solution with full-Journey service and space utilization management
Our Findings
Product Durability
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It has swapped-in & out components design and a reputation for high quality.
Life-Cycle Management
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Essential for fast-response access to customers' demands.
Linking with Partners
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Strengthening partnerships means empowering service capabilities.
01. Empathy Customer
What makes them concerned?
Secondary Research
Survey Report
the 18,234 survey participants of NSW Teachers
Research Essay
150 valid responses of quantitative and qualitative research
1-Hour Interview
to learn client's insights and experience of target audience
Our hypothesis:
Their psychological attachment to ownership threatens new service.
The customer might value things they own more highly.
03. Narrow Down Our Goal
How to ease their concern?
To give customers a sense of control based on core mutual value
Value Prototyping
How to make them think they have "a sense of control"?
A comparison section to alleviate doubts
To validate our idea, we build a smoke test.
1. Key steps of new service throughout the products' life circle to explain clearly.
2. Comparative options for presenting different ideas help users gain clarity and make decisions easier.
3. A contact button in response to express interest in connection and potential business.
4. Reminding Product's Core benifits to convince interest
5. A direct product webpage link to raise interests
6. A contact button for business opportunities and showcasing green impacts to build credibility
7. Full collection of school furniture
8. Encouraging users to contact
1. To promote "Rental Furniture", the new service page is on the navigation bar following beneath the "Learn" section.
2. A versatile buying solutio follows Koskela's product launch which impresses customers with exceptional design
Outcome & Impact
Really amazing work you pulled together in a short space of time!
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Sasha Titchkosky, Co-founder of Koskela
Lowering the Risks by Narrowing Down the Market
Measuring Potential
55,000+ Customers Market
Advancing 50%+ Project's Progress
Transforming business through improving 3X capabilities
Reflections
The Double Diamond works as a mindset.
This project was a realistic practice for solving complex challenges. Instead of a formula, Design Thinking encourages proactive problem-solving to unleash holistic solutions for the concept stage.
To enhance project agility, we can:
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Co-create a business model canvas for effective clarity on key benefits and goals.
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Validate the effectiveness of "Renew and Repair" offerings through existing or competitor's reviews to get closer insights.
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Develop Koskela's maintenance system to transition into a service-oriented business.
The Result
A comparison section to alleviate doubts
Previous Journey VS Our Measure
