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UX Benchmark Study Results From The 3 Leading DTC Furniture Players

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UX Benchmark Study Results From The 3 Leading DTC Furniture Players

The influx of new DTC brands has raised customer expectations for online furniture shopping and helped drive growth within e-commerce.

To understand the elements of an effective online furniture shopping experience, we dissect the online buyer journey of the three companies from our Top 50 DTC Brands report that have the highest ranking based on the number of adopted features and quality of product visuals.

 

1. Interior Define

Interior Define is a digitally-native furniture brand, offering the most elevated and customized online furniture shopping experience. Since 2014, they have been delighting customers with customizable sofas available through their stunning website and their Guideshops.

In our Top 50 DTC Furniture Brands report, Interior Define ranks first with the highest e-commerce merchandising index (92). The results from our research show that Interior Define has all the analyzed features and high-quality visuals.

The first thing you notice when you open Interior Define’s website is a navigation bar with different product categories, each with a thumbnail image, to help customers find what they are looking for in just a few clicks.

interior-define-menus 

After you select a product category, you will notice straightforward filtering options, where customers can pick layout, style, size, and material of the product. At the same time, under each thumbnail image, they have information about the number of fabrics and leg options for the particular product. 

interior-define-product-feed

When you open the product detail page (PDP), on the left, you can see alternate angles, zoom in to scrutinize details, or get a 360-degree view of the selected product. Besides the click-to-zoom feature, Interior Define has a full-screen mode where customers can again zoom in on the details. Another best practice when having a 360-degree view is to indicate its presence on the PDP. This is especially important for your mobile browsing experience. Interior Define solves this with an arrow circle illustration. 

On the right side, there is a product configurator where customers can select the fabric, legs, depth, size, cushions, etc.

interior-define-product-page

Below the product visuals and the configurator, customers can see information about the price and an add-to-cart button, as well as an option to pay monthly. Besides this, there are detailed descriptions and product dimension visuals. Interior Define has simple and transparent delivery and returns policies that customers can see, even before adding the product to the cart. For customers that are hesitant about their purchase, they also offer free swatches.

interior-define-product-details

At the bottom of the product page, there is a recommendation section with designer favorites, including the most important product details like price, number of fabrics, and leg options. 

Interior Define has a great content strategy. They encourage customers to post images of their I/D products on social media with the #myinteriordefine, and they feature user-generated content on their product pages.

You can also see customer reviews that can be filtered by the number of stars.

interior-define-recommendations-reviews

Once you click the “add to cart” button, there’s a pop-up asking you if you want to buy throw pillows, which is a great cross-sell strategy. However, if you’re shopping on mobile, you won’t get the pop-up window because one of the best practices for creating a pleasant mobile shopping experience is avoiding pop-ups. 

interior-define-upsell

Before the checkout, you can see all the products in your shopping cart, the total price, shipping and handling costs, as well as reminders for the 10-year warranty period, the delivery time, and the 60-day return policy. 

Interior Define uses cart thumbnails in the exact color the customer has chosen, which decreases the number of product returns. Removing products from the cart is simple and straightforward. Alternatively, you can change the quantity by clicking on the counter.

interior-define-checkout

On the checkout page, there’s a four-step process with a progress bar that indicates next steps in the process. Customers are filling in billing and shipping information, as well as payment information. The last step is order confirmation. Another best practice that Interior Define uses in their checkout process is marking that the billing and the shipping information is the same, so the customer doesn’t need to type the same information twice. 

New customers can create an account in just a few steps, and they get incentives like real-time updates on the order status, scheduling delivery, quick checkout, and reviewing past purchases. 

interior-define-checkout

The overall shopping experience on the Interior Define website is pleasant, simple, and straightforward. With great design and seamless user experience, the I/D website creates a great flow through the purchasing funnel. Customers have all the information to make a buying decision, and the user journey is fully optimized from start to finish.

 

2. Joybird

Joybird specializes in high-quality, customizable furniture for the mid-century modern fan. As a technology-centric company, they are committed to developing innovative digital experiences that facilitate a one-on-one conversation with users.

In our Top 50 DTC Furniture Brands report, Joybird has the second-highest digital merchandising index (90.5). The results from our research show that Joybird has all the analyzed features except 360-degree images and virtual consultation. 

There is a navigation bar with a drop-down menu that opens on hover when you enter the home page. When browsing on mobile, you’ll notice a hamburger menu on the top left corner where you can choose product categories. Joybird has thumbnail visuals for each category and subcategory.

Joybird-menu

When you enter a product feed, you can see visuals for different products. Under each image, there is information about the price as well as color options that you can choose from and get a thumbnail preview without entering the product detail page.

Besides category filters, there are many other filtering options like material, style, features, seating capacity, width, etc. On the right side, you can choose whether you want to see featured, popular, or newest or filter products depending on the price.

Joybird-product-feed

When you open the product detail page, there are thumbnail images below the main visual that change on hover. This is different on mobile, as customers can swipe to go through the images. Besides the main visual, there are lifestyle images, alternate angles, and detail shots. Customers can also view the product in a full-screen mode. On the right side, there is price information and a product configurator where customers can choose between popular, velvets, pet-friendly, and safeguard materials.

As you scroll down the product detail page, you’ll notice the sticky header with a price and a “customize” button.

joybird-prodct-page

Below the configurator, the customer can get more information like product description, dimensions, reviews, and product care. Furthermore, there’s information about the delivery below the “add to bag” button. 

joybird-product-info-reviewsJoybird gives customers recommendations based on products from the same collection but also similar products that the customer may like.

Joybird-product-recommendations

When you click the “add to bag” button, there is a pop-up with a small thumbnail image of the product, total price, and an option to checkout or save for later. There is also a tab with recently viewed products. This is well solved on the mobile version, as the product recommendations are below the buttons, instead of in a new tab, which is not a mobile-friendly solution.

When you click the “checkout” button, you can see a cart summary. Below the pricing, there is 90-day return information. The default option is checkout as a quest, where customers are first asked about their email address. There’s also a sign-in option for users that already have a Joybird account. At the top, there’s a progress bar with five stages: email, shipping, delivery, protection, and billing.

joybird-checkoutOne of the steps that Joybird offers is product protection, which is optional. They offer two pricing plans: “life happens plan” and “pets protector plan”. Consumers can easily skip this step if they’re not interested and continue to billing.

joybird-protection-plan

The overall shopping experience on the Joybird website is clean and pleasant. There is room for improvement by adding engaging product visuals, like 360-degree images. The mobile experience is optimized and functional. However, the page takes some time to fully load, which is something that can be improved.

 

3. Sofacompany

Sofacompany is a DTC brand on a mission to challenge the furniture industry by making high-quality Danish design available to all. Their unique concept removes all non-value-adding links from the supply chain – and renders what they like to coin “honest prices.”

In our Top 50 DTC Furniture Brands report, Sofacompany has the third-highest digital merchandising index (90). The results from our research show that Sofacompany has all the analyzed features and high-quality visuals.

On the homepage, there is a navigation bar with a drop-down menu that opens on hover. When browsing on mobile, you’ll notice a hamburger menu on the top left corner where you can choose product categories.

 

SK-homepage

 

Once you select the product category, you can see thumbnail images for different products. There is information about the price, the number of colors, and the number of products in stock under each image. Besides this, you’ll see different filtering options: price, color, designer, and right/left facing. On the right side, you can choose whether you want to see the most popular or newest or filter products, depending on the name, price, or which side they are facing. At the top of the product feed, there is information about free delivery and the 30-days-free return policy, fixed low prices, and the possibility to pay in 10 installments without interest or fees.

SK product feed

When you open the product detail page, there is a main visual, with thumbnail images below of lifestyle images, alternate angles, and detail shots. Customers can also get a full-screen mode and a zoom option. On the right, there is price information, available colors, and a “design yourself” button that leads customers to the product configurator.

sofacompany-product-feed

Using the product configurator, customers can choose from a wide range of materials with different colors, patterns, and textures, as well as leg options. What’s more, there is an engaging 360-degree viewer and sharp HD zoom that lets you scrutinize the details.

sofacompany-customizer

Customers can choose the “add to cart” button or look through other models without leaving the configuration page. The mobile experience with the 360-degree product configurator is equally pleasant and user-friendly.

Back on the product detail page, there is information about possible delivery, in which showroom you can find the product you’re looking for, and information about free fabric samples.

sofacompany-product-info

Below the fold, you can get more information like product description, dimensions, fabric details, package dimensions, and information about the designer.

Sofacompany gives customers recommendations based on products that other customers bought or watched.

sofacompany-recommendation

When you click the “add to cart” button, there is a pop-up with a small thumbnail image of the product, total price, and the option to check out or continue shopping. Below, there are product recommendations with related products.

sofacompany-checkout

When you go to the checkout page, you can see a cart summary, add your delivery information, and choose a delivery method. Customers can choose between a curbside pickup, pickup from the warehouse, or get the product delivered to their address. On the side, there is information about delivery hours, as well as a customer service number.

sofacompany-checkout-process

On the overview and payment page, customers can make a final check and choose a payment method. There’s a checkbox for the same delivery and payment address, so the customer doesn’t need to fill in the same information twice.

sofacompany-checkout-process-2

The overall shopping experience on the Sofacompany website is clean, pleasant, and engaging. There is great consistency in the visuals and buyer journey across devices, which makes customers confident when making a purchase.

 

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About Author

Biljana Vidojevic
Biljana Vidojevic

Content creator. The person behind the Cylindo blog. Excited about the future of technology and retail.

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