Extracting insights to increase eCommerce sales with "Doctor Future"

Company Information

Alexandre Joyce, Phd,  is a strategic design consultant who is called Doctor Futur when facilitating workshops. Based in Montréal, he has run workshops and off-site retreats from Yukon to Newfoundland in French, in English and Spanish. When helping companies reimagine their business model, he orchestrates collaborative discovery sessions with participating end users. He believes that success in innovation starts from the customer experience and it radiates out in all the aspects of a forward-thinking company. Joyce believes that speaking with non-customers poses a challenge but also a never-ending opportunity.

Joyce’s client was a home furniture manufacturer of chairs, stools, tables, and beds. They have been manufacturing in North America since 1964, with distribution all over the United States and Canada.

 

The Why

Joyce's goal was to gather primary data from users and non-users to help the furniture company understand how to increase sales on their eCommerce store. “We learned how difficult it was for users to seek out quality materials and high-value products. What they searched for and evaluated differed greatly depending on the product descriptions and visuals we provided.” 

 

Co-creation with Doctor Future

For a period of over 4 months, Joyce conducted live interviews and surveys with 30 participants on Lightster in the US and Canada. The interviews were on average about 30 minutes in length, and involved screen-sharing to get feedback on designs and prototypes, and also discovery questions and answer formats. Recordings were captured for the purpose of consolidating into highlight clips and reels which were later presented to stakeholders.

 

The Result

Through the interviews and surveys, Joyce was able to identify the most pressing needs and ranked what they needed to do in “first things’ first” style. By the second round of interviews, Joyce was able to validate that the design improvements proposed had the desired effect on the users’s perception of quality when buying home furniture. This gave the client confidence that these improvements will result in the increase in sales desired.