CITY HOME
formerly City Furniture is Florida’s
largest furniture
retailer. Below are a fewretailer, where I’ve led design
projects I’ve led design on over the
years, acrossbrand
, metrics
driven UX, and mobile AR.
CITY Furniture → CITY HOME
As part of the rebranding team, I led the digital translation of the new brand for 70K+ yearly online customers, advised on its rollout across 25+ showrooms, and built the guidelines teams follow.
Product listing page improvements
As part of a larger effort to optimize our purchase flows, I led improvements to our product listing pages. Conversion rose 3.5%, bounce rate dropped 3.2%, and time on page grew 1.4%.
Problem
Cluttered Navigation
Top-heavy menu structure consumed valuable screen real estate.
Inefficient Product Display
The grid layout made products cramped & reduced image sizes.
Complex Filtering
Filters included rarely used options and lacked organization.
Solution
I tackled every user pain point (filtering, product cards & grid) head on and delivered an improved ecommerce experience.
AR room-scanning app
I led the design for a mobile app that addressed customer complaints around sizing, color mismatch, and overall dissatisfaction from online purchases.
Problem
Our return rate surged above industry average
As customers shifted to shopping exclusively online post-covid, our return rates rose dramatically.
Customers expressed disappointment publicly
Supply chain issues kept lead times at weeks to months well into early 2024. When products finally arrived and missed expectations on sizing, style, or fit, customers voiced it in reviews.
Efforts to remedy pain points on PDP only helped slightly
We worked to accurately depict dimensions, colors, and materials on our PDPs, but returns only improved slightly. Our customers were used to seeing products in person before buying.
Solution
Create a room-builder and AR scanning app to depict products in customers homes.
Initial screens
We aimed to create a simple and straightforward experience for customers the moment they open the app, displaying only relevant information and actions.
Instructional screens
Due to the complexity of room scanning, we included a detailed video guide before the scanning process begins.
Scanning and confirmation
For both scanning processes, we had to use the native UI in Apple's LiDAR software. After each scan, customers could review and confirm the captured mockup.
Saving and uploading
Once scanning is done the customers can name it and upload it to the room builder app.
