Ballard Designs is a premier multi-channel retailer of unique European-inspired home furnishings and accents.

Ballard came to eXperient with a specific and costly problem: The website had a low conversion rate and high shopping cart abandonment rate for its custom upholstered furniture. It also had a high number of customer support calls from people who could not complete Web transactions to purchase the furniture.

eXperient was engaged to identify the issues with the shopping experience and to create a design solution.

Solution

eXperient conducted an expert review and identified specific issues with the interaction and visual design that were making it difficult for users to identify, select and edit their custom options and purchase the furniture.

Through the redesign, eXperient improved the view of the custom options so that users understood which options they had to select. eXperient also improved the layout and interaction so that it clearly displayed that the steps and controls for choosing custom options and actually guided the user through the selection and purchase process. By making improvements to the visual design, eXperient gave more prominence to the most important features and content making them more accessible.