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The KraftMaid Style Tool
I conducted user interviews to gather valuable insights, then analyzed the findings to wireframe and prototype an interactive style quiz tool for KraftMaid’s website. The tool is designed to help users identify their favorite interior design styles based on elements they like.
Responsibilities:
Concepting
UX Design
Visual Design
User Testing
Prototyping
Platforms:
Web Desktop
Mobile
The Challenge
How can KraftMaid generate more consumer interaction with their brand and site, educate on their wide range of products, and encourage customers to utilize their design professional services?
The Solution
Develop an interactive style quiz.
We developed an interactive style quiz tool aimed at boosting engagement with the KraftMaid brand by offering users a fun, personalized experience. By offering tailored design suggestions and recommendations, the quiz not only encourages users to engage with the brand but also subtly directs them toward KraftMaid’s products, creating an opportunity to connect their personal style with the brand’s solutions.
My Role
As a key member of the team, I began the user research process by conducting initial research into existing tools to collect information on the current landscape. We then developed a moderated interview script to guide our discussions, ensuring that we gathered meaningful and relevant insights from participants. To ensure the interviews were representative, potential interviewees were screened based on key demographics and specific criteria.
I then led the development of the style tool concept, creating 2 distinct prototypes for users to test, each offering a different approach to the tool’s functionality. During the interviews, our team observed how users interacted with the prototypes, and after compiling and analyzing the results, used the feedback to inform the direction of the style tool, refining its features and design based on real user input.
The
Results
The style tool app we developed had impressive user engagement, seeing 1,945,200 sessions and a total of 9,310,200 views of the tool, demonstrating strong interest and sustained use since the tool launched. Engagement reached nearly 63%, well above the industry benchmark of 40%, highlighting the tool’s effectiveness in capturing and maintaining user attention. Additionally, the app generated 219,600 form submissions, showcasing how users were not only engaging with the tool but also actively completing actions; this combination of high engagement and significant user participation speaks to the app's success in driving user interaction.
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