Sylvia+
Team:
Chris Baro
Danny Pham
Maricel Mendiola
Nahom Ayalew
Paula Martinez
Tools:
Figma
React & ReactNative
Ruby on Rails
Firebase
Github
Role:
UI/UX Designer
Brief:
Sylvia+ is a home decor business established in 2006. Since then It has sold countless furniture and decorations to companies instead of selling directly to consumers. This project is part of a brand refresh to establish an online eCommerce presence.
Problem Statement
With the rise of eCommerce websites and the decline of brick and mortar stores, Sylvia+ feels the need to change its business model from B2B to B2C and start selling directly to end-users online. Therefore, the main challenge is to revitalize the sylvia+ brand, remove the middlemen, and design a customer-facing mobile app with an optimized purchasing experience from start to end.
Research
The client began by highlighting millenials as the target demographic for appeal with our design. So we reached out to peers that matched the description to learn of their furniture purchasing needs and habits.
Survey Results
Our survey had almost 70 responders and the most helpful reponses were from the question, “What do you prefer when purchasing home decor?” which led to identifying three core customer needs.
Experience
Price & Policies
Convenience
In-person
79%
Online
19%
18-24
71%
25+
29%
Personas
We managed to create two personas from insights gained.
“I like buying modern rustic pieces without leaving the comfort of my own house”
- Jessica Barlow, Registered Nurse
Long Beach, CA
“I want to decorate my son’s new room but I don’t have a lot of time.”
- Mikey Chen, Finance Advisor
Los Angeles, CA
Insights
Prefers shopping online as
long as there is large
selections with free shipping
and return.
1
Spends a lot of time researching
an item’s price, size, material,
texture and quality before buying.
2
Uses social media for inspiration
and as a tool for comparison
shopping between different
stores
3
Ideation
After defining the problem and gaining insights from research, we began the long process of ideation. We created deliverable documents using various techniques, such as storyboards, WBS structures, UML diagrams and more.
Prototyping
Account creation
Gives the users option to sign in/up or continue as guest, all in one screen.
Home page
Prominently features a carousel giving the user helpful information while providing Sylvia+ space to showcase products for more discoverability.
Product browse
Enables quick viewing of products at a glance and allows for sorting and filtering as desired.
Product Page
Presents important information about the product’s price, size, and material for instant purchase or adding to cart/list for later.
Profile page
Allows users to manage their account information and access their order history, favorite list, and product reviews.