Boards of Nozon
I led the strategy, research & design of "Planches du Nozon" website across a desktop and a mobile version.
I evolved the service and address customers pain-points related to the discovery experience.
![planks_du_nozon_ux_ui_design_nitro_studio](https://nitrostudio.ch/wp-content/uploads/2021/12/planches_du_nozon_ux_ui_design_nitro_studio.jpg)
A website for hand-work lovers willing to decorate their home
Simple website, BIG impact.
Meet
The client
Les Planches du Nozon is a swiss company creating wooden surfboards directly from the tree. They cut, shape and decorate every single surfboard from the local forest.
Understanding
The user
Why a decorative surfboard?
The “unique” features of the products include:
- Product customization
- “Wow” effect (emotional)
- Local economy, sustainability
- Hand-made, authenticity in the product
Who is it for?
Local people (30-50 years old) willing to differentiate themselves and acquire a unique object.
These users want to include a special “fresh and young” atmosphere in an interior.
Research & Testing
User interview
- I want to know the price straight away
- It's too expensive. Can I rent a board instead of buying one?
- I want to see more pictures to image possibilities and designs available for me. I want to see possibilities.
- “I’m going to buy one” -> but they don’t
Decisions
- Mobile-first, desktop second.
- Select better clients throughout the website towards an older community. Or encourage people to simply save money to purchase later on.
- Show the price on the first page to make things clear, select wealthier clients and avoid being asked by young people with low budget.
- Have a “company” section on the website specially dedicated to entreprises willing to acquire or rent a surfboard. This targets hotel managers, interior designers, store owners/managers, watch companies (gifts), and other business willing to show something original and unique to their clients.
Pictures First
Decision to create more of a “patchwork” type of presentation to show people the variety of possibilities. That way, customers are able to imagine their own personalised board. The personalisation is what makes a buying decision from the customer.
The model of board is only relevant in size, not function (we cannot surf these boards). So we decided to get away from a “product on a white background” type of presentation and move towards showing more variety through the website.
From "product-first" to "picture-first"
![export_page_19](https://nitrostudio.ch/wp-content/uploads/2021/12/export_page_19.jpeg)
User Testing & Feedback
User problems
- Can I choose the wood and the finish of the board ?
- I can feel that the company is really young (mostly with little references). I'd probably wait before purchasing.
- I want to see more of the board's shape.
- What are the sizes available ?
- I want to see how it is made in more details.
Decisions
- Adding a new business model: Including the possibility of renting boards instead of only being able to buy them. This will create trust at a lower price so that they will have a higher chance of buying later on (once trust is established).
- Change the traditional “product on a white background” look towards a more “instragram-like” patchwork. Users want to see more various example so they can imagine their own designs produced on those boards.
- Increase trust, references (validation) by showcasing play with people's positive comments, testimonials and press articles. But also by trying to show more expertise in work, making it appear with a greater seniority.
- Add square pictures with the boards finishes and colours to remove the customer's doubt.
- Add the different sizes directly with respective pricing on the homepage.
- Add a new dedicated tab with production details in a step by step way to show how boards are made and add value to the process.
![screenshot_prototype](https://nitrostudio.ch/wp-content/uploads/2021/12/screenshot_prototype.jpeg)
Design choices & Mood Boards
- Let pictures speak for themselves
- Choose a very “soft” design around those pictures (soft shadows, pastel colours, etc..)
![export_page_20](https://nitrostudio.ch/wp-content/uploads/2021/12/export_page_20.jpeg)
Prototype
![export_page_21](https://nitrostudio.ch/wp-content/uploads/2021/12/export_page_21.jpg)
Heatmaps and Screen recordings
Screen recordings
Screen recordings are a great way to check user behaviour and see where they are going, their interest and what they are looking for in the end.
![screen_recording_planche_du_nozon_2](https://nitrostudio.ch/wp-content/uploads/2021/12/screen_recording_planche_du_nozon_2.gif)
Heatmaps
Heatmaps are clearly showing the user favourite pages in the header.
![heatmaps_desktop](https://nitrostudio.ch/wp-content/uploads/2021/12/heatmaps_desktop.jpg)
A colour feature for the products is creating interest. We can also relate the heatmap with the actual sales of the business.
![heatmaps_colors](https://nitrostudio.ch/wp-content/uploads/2021/12/heatmaps_colors.jpg)
Impact
Product sales increased by 65%
The most business-dependant page "Créé ta planche" became the most visited page through A/B testing over a single month
Active users increased by 171%
Sessions increased by 157%
Increase of 50% for the "best seller" product
What I've learned on this project
- Understanding what's behind the customer's buying decision: the emotional decision based on the visual impact of the board / the hand-made, local creation process of the products / the ability to picture new possibilities (how the future board will look like) with a variety of examples.
- Adding a new business model: Including the possibility of renting boards instead of only being able to buy them. This will create trust at a lower price so that they will have a higher chance of buying later on (once trust is established).
- Change the traditional “product on a white background” look towards a more “instragram-like” patchwork. Users want to see more various example so they can imagine their own designs produced on those boards.
- Increase trust, references (validation) by showcasing play with people's positive comments, testimonials and press articles. But also by trying to show more expertise in work, making it appear with a greater seniority.
- Importance of pricing: show the price on the first page to make things clear, select wealthier clients and avoid being asked by young people with low budget.
- Have a “company” section on the website specially dedicated to entreprises willing to acquire or rent a surfboard. This targets hotel managers, interior designers, store owners/managers, watch companies (gifts), and other business willing to show something original and unique to their clients.