Since October 2021, I’ve been working on the RTA Cabinet Store website, which is an e-commerce store for RTA (Ready To Assemble) kitchen and bathroom cabinets.
Part of RTA Cabinet Store’s value proposition as a company is its free kitchen design help service. The service entails getting your kitchen layout designed by one of our expert kitchen designers.
Mapping out the RTA customer journey led me to discover that one of the worst parts of the customer experience was the Free Kitchen Design Help signup & onboarding process.
1. 😡 Customers have trouble finding the RTA Cabinet Store kitchen measurement form.
2. 🤔 Customers are confused over how to start the design process with us.
The new design spells out two easy ways for customers to get started with the design process. They can either submit their information now or download a design form to fill out measurements.
Customers feel frustrated when they submit their contact information & measurements and a designer doesn't reach out to them right away. They aren't provided with set expectations of when they should expect to hear from us.
Outline what the kitchen design process steps and timeline look like for the kitchen design process. Provide customers with an estimate of how long it should take to hear back from a designer.
Listening to customer phone calls revealed that there were a couple of commonly asked questions a lot of our customers had.
Address and answer most commonly asked questions with an FAQ section.
Previous "Free Design Help" page looked outdated and untrustworthy.
Apply consistent font sizes and colors across the page and increase trust signals to customers through more prominent logos and reviews.
Final results of A/B test after making design changes (12 days in):
Increase in submission rate: 13.30%
Decrease in bounce rate: -15.88%
After the final results came in, stakeholders ended the test and approved rolling the new design out to 100% of users.
Learnings:
A form placed at the top of a webpage will perform better than a form placed lower down on the webpage. A form with at least one text field exposed will also perform better than a form nested behind a button.
Things I would have done different:
I would have spent more time optimizing the "Have you selected a cabinet style?" drop-down menu. The drop-down selector has 48 different cabinet-style options and does not have a search bar. Its selection options also don't have any corresponding images.
Tradeoffs:
Since the timeline for this project was short and there was not much development capacity, I didn't get a chance to outline what the micro interactions could have looked like or conduct usability testing before the new design launched.
