I designed a multi-channel preorder experience that replaces post-purchase uncertainty with live craft transparency—doubling early customer commitment while giving shoppers full autonomy over notification channels.
THE TL;DR
Challenge
Only 3 out of 7 target shoppers were willing to commit to an upfront furniture preorder due to opaque manufacturing and post-purchase communication black holes.
Strategy
Tested preorder incentives and discovered 57% of users prioritized build transparency over discounts, leading to an interactive, live-broadcast workshop experience with flexible notification controls.
Scope & Deliverables
High-fidelity Tablet Prototype—intentionally optimized for living space browsing contexts where home furnishing decisions happen.
Outcome
Balanced engagement with user autonomy by adding a "Skip Notifications" opt-out toggle, doubling preorder intent from 43% to 86%.
QUICK FACTS
Role
End-to-End
UX/UI Design
Timeline
6 weeks
Platform
Mobile-first
Livestream Commerce
Audience
Furniture Shoppers
01
The Starting Point & Brief
THE DIRECTIVE
Sit Conmigo hired me to discover, validate, and design a high-converting preorder incentive that would drive upfront customer commitment for an upcoming furniture launch.
The Initial Friction (Baseline Research)
Before testing incentive options, I asked target customers if they would place a preorder. Only 3 out of 7 participants (43%) said yes, held back by three core barriers:
• Opaque Craftsmanship: Zero visibility into the manufacturing timeline or artisan build quality.
• Post-Purchase Communication Void: Severe anxiety over paying upfront with no regular progress updates.
• Upfront Financial Risk: High hesitation to lock up funds weeks before seeing tangible progress.
The Project Goals
Business Goal
Encourage customers to order earlier while testing whether incentives increase sales without reducing profits.
UX Goal
Build customer confidence by showing how products are prepared while letting customers choose which updates they receive.
02
Incentive Discovery & Delivery Strategy
THE INSIGHT
Users didn't want standard retail incentives—they wanted transparency, connection, and reassurance.
Phase 1: Preference Testing (Finding the Right Incentive)
To identify what would actually compel users to commit early, I ran preference testing comparing standard retail tactics against transparency-driven incentives:
Preferred Incentive
57% — Production Transparency:
Livestream access to the chair-building process and artisan craftsmanship.
29% — Exclusive Extras:
Custom accessories or bonus brand add-ons.
14% — Early-Bird Discounts:
Traditional percentage-off incentives.
Phase 2: Delivery Method Validation
Once the livestream concept was validated, I surveyed participants to determine how they preferred to receive live updates:
Preferred Channel
4/7 participants (Email)
Preferred for trusted, non-intrusive archiving on their own schedule.
2/7 participants (SMS).
Preferred for high-priority real-time alerts.
1/7 participants (Order Page)
Preferred zero-notification tracking.
Target Personas
I synthesized user behaviors into two primary mindsets to guide the multi-channel interaction design:
• Taylor (The Intentional Investor): Valued sustainability and material transparency. Needed detailed email updates to track artisan craft on her own schedule.
• Marcus (The Hesitant Design Enthusiast): Valued curated, small-batch design. Needed flexible notification controls and clear milestone updates to commit confidently during long lead times.
03
Core Solution, User Flow & Usability Iterations
THE PIVOT
During initial usability testing, participants loved the artisan livestream but raised a key concern: forced engagement. Adding a simple opt-out transformed an intrusive feature into an empowering choice.
Usability Testing (Round 1: Identifying the Friction)
I tested the end-to-end preorder and livestream walkthrough with target shoppers to evaluate task completion and emotional comfort:
• Positive Sentiment: Users felt the live craft updates significantly boosted brand trust and made the waiting period feel intentional.
• Critical Friction Point: Multiple testers noted they might want to preorder without receiving live broadcast notifications, expressing fear of email clutter.
Preorder Process - User Flow
Path A: Livestream Opt-In Flow
Path B: Livestream Opt-Out Flow
Conversion & Trust Impact (Round 2 Testing)
After implementing the notification controls, I ran a second round of usability testing to measure intent:
• Preorder Conversion Rate: Doubled from 43% (3/7) to 86% (6/7).
• Qualitative Feedback: Participants rated the updated flow as "flexible," "transparent," and "respectful of personal space."
04
Accessibility & Next Steps
THE IMPACT
Designing for trust requires accessibility at every step. By pairing WCAG standards with thoughtful microcopy, the final experience doubles preorder intent while ensuring inclusive access for all users.
Accessibility Considerations (WCAG Compliance)
Accessibility was integrated throughout the design process to ensure every user—regardless of ability—could navigate the preorder loop with confidence:
• Visual & Contrast Standards: Color choices for CTA buttons and status text maintain AAA compliance for high contrast and legibility across all screen sizes.
• Assistive Tech Readiness: Clear ARIA labels and descriptive alt text ensure screen reader users can navigate chair build updates without context loss.
• Empathetic Microcopy: System messaging and notification toggles use clear, jargon-free language to respect emotional safety and build user confidence.
Next Steps & Product Enhancements
To build on this foundation, future iterations would focus on deepening community engagement and expanding post-purchase transparency:
Explore the live interactive flow
View Prototype
