INWIDO - Concept development university project
Inwido is one of Europe's leading windows/doors group. They work with multiple companies throughout the continent, helping them with their brand image and finding the right spot in the market for each of them. Inwido's business concept is to develop and sell the market's best customized window and door solutions through a decentralized structure and with focus on the consumer-driven market
Role - Qualitative and quantitative research, Concept development, User research, Interface design
Year - 2020
Client - https://www.inwido.com
THE CHALLENGE
Inwido inintally presented a simple task: increase leads to the website and increase the conversion rate from simple visitors to actual customers. The hard part about this task is the fact that Inwido covers a huge market, that is quite saturated and new concepts cannot be tested easily due to the fact that the lifespan of a customer is most of the time made up of only one purchase (as a customer purchases windows once or twice in their life)
Conducting research, it became obvious that a problem for users is that theere is an overwhelming amount of product choices to pick from. The choices are also hard to keep track of as they are scattered on multiple brand website. This means that for users to find the right set of windows for their house they first have to get informed, find the perfect brand and only then find the actual product that they would get a quote for. This is a long and often times very complicated process. Thus, the solution was born - an Inwido owned interactive webpage meant to solve multiple problems in one place.
THE SOLUTION
The website starts with an interactive questionnaire that is meant to personalize the user's journey based on their preferences. As they answer more and more questions they are provided with a suggested product list presented to them. It is tailored to their needs, making the content easier to be consumed.
The generic product list of windows that users are familiar with also has an added side to it. As there are actually 2 versions of the list of suggested products. First, they can chose to see the products in a generic but user friendly webshop layout OR browse an inspiration panel that is meant to be more visual and detailed than a simple list. This helps them get a better feel of a type of window without even having to check the product page.
The tasks - digital concept development
During this project I worked as part of a team made up of 3 students. Together we conducted market research concerning the windows, windows, doors and skylights market. This research also included multiple sets of interviews aimed at finding out what feelings and logical patterns possible customers showcase during the buying process. These results were then placed in Empathy maps in order to create different customer profiles.
My main tasks included working in Figma, Adobe XD and after effects in order to build low and high fidelity prototypes and animations. These prototypes were then tested using various testing methods such as "A/B tests" in order to refine the design. Another task was creating an extensive document containing product categories from all the different brands Inwido collaborates with. While designing the solution, I also crafted different design patterns and layouts that can be used throughout the different pages so that the other students in my group can add changes faster.
