A UX case study | Made.Designers

The best-personalised interior advice without leaving your house.

The brief

  • Finding an opportunity in the virtual interactive space.
  • Introduce a new feature, an online video consultancy for interior design.
  • This will be a paid service to help potential customers to decorate their home with furniture, colours and composition.
  • The service is not meant as a sales pitch for Made.com but as a way to have remote access to interior design advice.
  • Users can browse and choose designers, book a slot for an appointment and have a session all contained within the app.

My role

  • I conducted user interviews and user testing to collect relevant data.
  • I played a key role in synthesizing our user interview results into an affinity map to highlight the key findings.
  • Taking responsibility for building the wireframes and prototypes of the Homepage and “Meet the Designer” page.
  • Additionally, I developed the final concept of the “Style Board” pages which then got implemented in the final prototype.

Key deliverables


  • go through a short onboarding process if it pleases the user and has the freedom to complete profiles on their terms.
  • create a style profile in a few easy steps before or after booking an appointment.
  • book an appointment with prompts to prepare themselves for the consultation including a measuring tool.
  • have a seamless online session with an interior designer through video call and an augmented reality product recommendation.

Double Diamond

Discover Phase

Competitive research

User Survey

User Interviews

  • Users value interior aesthetics more due to increased time at home.
  • Users want inspiration and teaching about interior design.
  • Some users know their style but require practical information.
  • Other users don’t have confidence in their decorating skills due to a lack of knowledge or time.
  • Users are hesitant to pay for advice or assume interior design advice to be expensive.

Definition Phase

User Persona

Empathy Map

James is looking to decorate his living room. He knows his style but is not sure about making his own design decisions.

He needs a way to seek advice from an expert so that he doesn’t waste time and energy making the wrong decisions.

Development Phase

  • How might we give James confidence in the ability of a virtual design service?
  • How do we help James get good design advice via video?

Feature Prioritisation

The feature outcomes

  • Ability to choose the designer allowing James to select an expert that matches his style.
  • Style board so designers can learn about James’s needs and goals before the call and make recommendations.
  • Measurement tool to help James selecting products that will fit in his space.
  • Video call with augmented reality allows James to visualise items in his living room.

Iteration in Wire Flows

  • Selecting a designer and booking an appointment.
  • Creating a style board and measuring his room to prepare for his consultation.
  • Making the video call which includes using the augmented reality feature.

Low Fidelity Wireflow: Style Survey

After Testing

The style questionnaire

  • Our first digital wireframe was confusing and long. It felt like too much of a commitment with no clear understanding what the reward or result would be at the end.
  • We decided to not use the style survey. There was too much focus on getting to know the user and because of this there was a lack of focus on the video call feature.
  • After some personal user interviews without the style questionnaire, I realised that the personal touch would be lost if there is no option for the designer to get to know the user. I reworked the survey into a optional “make a style board” and presented it to my team. They loved the new version of the questionnaire and it was decide to put it back.
  • The key findings were to keep surveys and questionnaires concise and optional so it doesn’t feel like a heavy commitment.

Iteration — The homepage

Iteration The video call



Iteration — Style quiz



Final User flow

  • Booking an appointment
  • Creating an optional Style board
  • Measuring his room
  • Having the video call

Final Prototype

High-fidelity clickable prototype on mobile app

Key Learnings



Creative with a multidisciplinary background and a focus on Human-Centred Design | www.roykersten.com | https://www.linkedin.com/in/roykersten/

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