WSI - End-to-End Furniture Shopping

Mapping the Journey: End-to-End Furniture Buying Experience

Nailing the "last Mile"

I crafted the company's first ever journey map showcasing the challenges our customers experience purchasing furniture from our stores.

"I want an attractive and durable sectional...and I don't want to spend all my time shopping." -Pottery Barn Customer

The executive presentation met with such acclaim that projects dedicated to fixing these primary issues went from "below the line" to top priority. In the following year I led the cross-channel project delivering schematics for the first phase, improving all email order templates for all six brands.


  • Principal Interaction + Service Designer


  • Journey map for the current furniture shopping experience

  • Final wireframes/schematics


The Process + RESULTS

  • Extensive ethnographic research talking to store associates, customer service agents, and customers.

  • Created the "Meet Linda Marie Hatch" journey map and narrative, delivered during our executive roadmap presentation to all presidents and vice presidents of Williams-Sonoma Inc.'s brands. 

  • Developed over 35 schematics to improve visibility during order fulfillment. These improvements helped customers feel confident in what they ordered and when they’d receive it, and dramatically reduced calls to customer care.


Meet Linda Marie Hatch (download full .PDF)

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