Dorm Furnishing Solutions for Gen Z at Bed Bath & Beyond
Design creative solutions for Bed Bath & Beyond aimed to assist college students in furnishing their dorm rooms and boost sales to Generation Z through a furniture rental service.
Client:
Bed Bath & Beyond
Role:
Product designer
Responsibilities:
Research, Ideation, Visual design, Interaction
Tool:
Figma
Introduction
Background
The college season is crucial for Bed Bath & Beyond, with 40% of its consumers being college students from Generation Z, who collectively wield $143 billion in purchasing power. Enhancing engagement and boosting sales among Generation Z is therefore essential.
Problem
Selecting the right furniture for a college dorm room can be daunting. First-year students need various essentials, yet identifying all necessary items is challenging. Arriving underprepared for move-in day is less than ideal, adding stress to an already significant life transition.
Goal
The goal is to streamline the dorm furnishing process for college students through Bed Bath & Beyond, ensuring they have all essentials for move-in day, and simultaneously enhancing sales among younger consumers.
Empathize
Marketing Analysis
1. Online Shopping is Booming
Online shopping has become a major part of college students’ lives. These Gen Z young adults purchase everything from textbooks to dorm room supplies online. A study conducted by ecampus.com shows that students spend $60 billion annually on everyday items.
2. Using Mobile and Social Media for Product Discovery
Gen Z relies heavily on mobile and social media for product research and discovery. Consequently, it's crucial for brands to optimize their platforms and apps for mobile usability to effectively engage this tech-savvy demographic.
3. Values Sustainability
Gen Z is deeply concerned about the environment and expects companies to prioritise sustainability in their business practices. 3 out of 4 Gen Z consumers care more about sustainability than brand names when shopping.
4. SWOT Analysis
SWOT can guide strategic decisions and highlight areas for improvement and innovation.
Interview
I enhanced my empathy for users by interviewing five college students, gathering valuable insights and feedback on their furniture purchasing habits.
Key Findings:
Price is the primary consideration for students when selecting dorm furniture.
Many students feel overwhelmed by the numerous choices and lack of guidance on essential purchases.
75% of students showed high interest in a rental service that offers affordable, stylish furniture with flexible lease terms.
Many students, especially freshmen, are pressed for time as they prepare for college
Recommendations Based on Insights:
Implementing a Furniture Rental Service: With price as a primary concern for college students and a strong interest in rental services Bed Bath & Beyond can introduce a furniture rental service.
Develop Guided Shopping Tools: Implement features that simplify the selection process, such as pre-packaged essentials kits based on the dorm they live in.
Affordable Pricing Models:Develop a tiered pricing structure that caters to different budgets, allowing students to choose a package that best suits their financial situation.
Define
Primary User
The primary user is a college freshman who needs cost-effective, efficient furnishing solutions for his dorm. As a price-sensitive, tech-savvy student, Alex values practical, environmentally conscious options that offer good value.
Ideate
Co-design & Brainstorm Solutions
To create effective solutions, I facilitated a co-design brainstorming workshop with peers and potential users. In this exploratory phase, we generated nine ideas. The concept of "rental furniture" received the highest endorsement through a group vote.
Prototype
Furniture Rental App for Bed Bath & Beyond
Develop a mobile app enabling college students to rent furniture for their dorm rooms. By renting furniture, students can avoid the high costs of purchasing new items, while Bed Bath & Beyond don’t have to get rid of old models. This approach aligns with Gen Z's commitment to sustainability and their budget-conscious habits while catering to their preference for mobile shopping experiences.
Partnership with the College
Bed Bath & Beyond could partner with the college to access detailed dorm room information enabling the app to automatically generate tailored furniture packages once students input their school and specific dormitory.
Pre-Packaged Kits
Offer pre-packaged kits designed to streamline the decision-making process for students, effectively reducing the overwhelming array of choices they encounter when furnishing their dorm rooms.
Tiered Pricing Structure
Introduce Basic, Standard, and Premium pre-packaged kits, tailored to fit diverse budgets and preferences. This tiered pricing structure allows students to select the ideal package based on their financial situation and furnishing needs.
Gamified dorm room design
Gamified dorm room design lets users move, add, or delete packaged furniture items into virtually rendered 3D spaces. This allows users to see how each piece fits within the space, helping Bed Bath & Beyond attract more attention to their products in what is certainly a more engaging experience than scrolling through a website.
Interactive Product Details
By clicking a white dot on a furniture item, users access detailed product information and interact with customization options. As selections are made, the virtual room updates in real-time, providing immediate visual feedback. This immersive experience helps users see their choices come to life, enhancing the shopping journey.
Share Design on Social Media
Once users finalize their dorm room design, they can seamlessly share it from the app to social media platforms. This feature not only boosts Bed Bath & Beyond's visibility but also actively engages potential customers, fostering enhanced brand interaction.
Test
Usability Testing
I assigned five users to complete two tasks: selecting a furniture rental package and moving furniture pieces within the virtual room. Most users found the package selection process straightforward. However, there was some confusion reported regarding the distinctions between different packages. While the majority of users enjoyed the gamified design feature, finding it engaging and fun, a few experienced difficulties in manipulating the furniture pieces.
Iteration
Enhance Information Clarity
Clearly list the furniture items included in each package, enabling users to swiftly differentiate between package tiers.
Improved Help Functions
Integrate interactive tooltips throughout the gamified design tool to guide new users step-by-step,enhancing user comprehension and engagement with the tool
Outcome
Feedback from students has been overwhelmingly positive. They particularly appreciate how the app simplifies decision-making through pre-packaged kits. The gamified design features have not only increased time spent in the app but also enhanced interaction rates, deepening users' connection with Bed Bath & Beyond.
What I Learned
Throughout the design of this app, I learned the importance of aligning user-centric design with strategic business objectives. This project not only emphasized the necessity of deeply understanding our primary users—college freshmen who are both price-sensitive and environmentally conscious—but also the need to integrate this understanding with Bed Bath & Beyond's goal of increasing engagement and sales.
