Bridging the digital gap in a store-first journey
Conforama
Context
Conforama sells kitchens across three ranges - flat-pack, mid-range, and fully custom premium. A high-growth category with a critically underperforming digital presence: a web corner pointing to a PDF, a broken configurator, and no clear path from browsing to booking a store appointment.
3
kitchen ranges
3
kitchen ranges
Discovery
Before any redesign, I ran a full discovery phase - 8 customer interviews and 5 in-store sales rep interviews. Three major pain points emerged:
Offer impossible to understand
Ranges unclear, no pricing, impossible to project before visiting the store
No appointment booking online
Customers walked in unannounced, turned away at the door - direct business loss
Poor preparation guidance
Wrong measurements, wasted visits, frustrated customers and sales reps
13+
customers & sales reps interviewed
13+
customers & sales reps interviewed
Experience Map
All insights were synthesised into a 360° experience map covering the full kitchen buying journey - from first online search to post-installation. Scroll to explore.
Scroll to zoom - drag to pan
Redesign
Three priorities emerged from the research:
Kitchen corner redesign
Clearer range presentation, better visuals, transparent pricing - rebuilt from scratch
New configurator
Full RFP launched and provider switched based on discovery findings
Online appointment booking
Book a slot directly from the site + new remote consultation service
3
key solutions delivered
3
key solutions delivered
Revamp demo
The kitchen corner, the range pages, and the appointment booking flow - the key journey from discovery to conversion.
Range unclear, pricing opaque - the new homepage fixes both at a glance
Better UXOutcome
The redesigned kitchen corner launched across Conforama's digital channels. Three measurable shifts:
↑
Appointment bookings - primary KPI
↓
Wasted store visits & frustration
★
Positive feedback from sales teams
My Role
Led the full discovery phase - customer interviews, in-store sales rep interviews, and experience mapping. Defined redesign priorities in close collaboration with kitchen category managers. Oversaw delivery of the redesigned corner, new configurator RFP, and appointment booking feature.