Keep the product in context
Service and protection choices were presented beside the item instead of sending customers into disconnected pages.
Case study / 01
Dufresne · 2022
Making a high-consideration purchase feel simple
I redesigned key moments in Dufresne’s furniture-buying journey so customers could understand services, financing, and delivery without losing momentum.
Project brief
What I owned and why it mattered.
- Role
- Product Designer
- Team
- Product · Engineering · Operations
- Platform
- Responsive web
- Timeline
- End-to-end product work
My responsibilities
- Problem framing
- Journey design
- Interaction design
- Stakeholder alignment
Methods
- Journey mapping
- Experience audit
- Concept validation
- Design systems
01 / Challenge
The problem behind the interface
Furniture is a high-consideration purchase. Customers need to understand financing, availability, delivery, protection, and support before they feel ready to commit. These decisions were spread across the journey, creating uncertainty at the point of purchase.
02 / Evidence
What the direction was based on
- 01
Customer support was frequently needed mid-purchase
- 02
The source material identified high cart abandonment as a core problem
- 03
Business goals focused on increasing service visibility, converting more paying customers, and reducing unnecessary click-throughs
03 / Approach
Turning uncertainty into a focused design direction
I mapped the full path from product discovery to post-purchase service, identified where questions became blockers, and worked with product, engineering, and operations to separate essential decisions from secondary information. Concepts were iterated in short cycles against customer and business needs.
04 / Key insight
Customers were not asking for more information. They needed the right information, in plain language, exactly when the decision became consequential.
Sequence secondary decisions
Financing, delivery, and add-ons were introduced when relevant so the main purchase path stayed legible.
Reuse a commerce pattern
A consistent panel and hierarchy reduced relearning across product detail and checkout.
05 / Solution
A system people can understand at a glance
The redesigned experience brought service options, financing, delivery expectations, and support into one coherent hierarchy. Reusable commerce patterns made the purchase path consistent across desktop and mobile while keeping the primary action unmistakable.
Constraints
Designing inside the real system
- Financing and delivery rules depended on operational systems
- Multiple add-on services competed for attention
- The solution needed to work across desktop and mobile
Collaboration
I worked across product, engineering, and operations to translate service rules into a customer-facing hierarchy. The design balanced clarity for customers with information the business was required to surface.
06 / Outcome
What changed
A clearer path from product choice to delivery
- 01Service and financing choices became easier to compare
- 02The checkout path communicated what would happen next
- 03Reusable patterns created a foundation for future commerce work
Measurement note
The supplied source material does not include a quantified post-launch result. The case study therefore reports validated experience improvements without claiming a conversion lift. The next measurement plan would track cart completion, service attachment, support contacts, and checkout exits.
07 / Reflection
What I’d carry forward
The strongest design move was not adding another feature. It was sequencing existing information around the customer’s decision-making rhythm and making operational complexity feel calm.