Beleco
Stockholm, Sweden
Beleco is a subscription furntiure company, who focuses on renting out sustainably made designer furniture, for offices and event spaces. Their focus on circular economy and helping companies reduce their carbon impact, as well as their unique business model, makes them an exciting player in Stockholm’s tech start-up scene.
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As UX Lead, my remit was to ensure all consumer and vendor facing touchpoints were clear and easy to use. We also had a strong focus on uplifting sales and making self-service rentals more accessible.
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Oversee design and implementaion for the B2B website
Facilitate rollout of the newest version of Workspace, Beleco’s client portal
Research and design a new process for self-service of furniture
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As with many pre-Series A start-ups, budget was always a concern. Despite having a small design and engineering team, we were continuously able to ship new features with a regular cadence.
Problem.
One of the major initiatives I completed in my time at Beleco was designing a new self-service tool for ordering furniture via the B2B website.
This was a key feature as it would allow for less sales input into the leads process, as well as allow users to design their new office/event space in a few short steps.
Key requirements
The feature had to be quick and easy to use, and appeal to key customer demographics
It had to highlight Beleco’s wide range of products, without overwhelming the customer with too many choices
It needed to support the internal sales process, as well as allow customer to complete an order without any interaction from sales if preferred
Discovery planning.
Customer needs & types mapping.
Approach.
The first objective was to better understand the problem space, both from internal sales and customer perspectives.
With a limited budget, I opted to run a series of 1:1 qualitative interviews, to better understand commonality of friction points and desired outcomes for each user group.
I focused on recruiting research candidates in the preferred demogrpahics, both from Sweden and United Kingdom, as these were focus growth areas.
User research synthesis.
Key insights
Users desired to allocate variying budgets to rooms when designing their future office, opting to spend more in areas deigned for external meeting rooms, breakout spaces etc.
Being timepoor, many users did not want spend a lot of time selecting furntiure or designing a room, preferring to start from pre-defined templates - luxury, professional, minimal, laid-back for example
It was important that users could easily share their room design with colleagues, decision makers - in order to get input and sign off
Users desired to see furniture imagery in ‘moodboard’ style, in order to get a sense of what all the pieces would look like in one room
Output.
Based on user feedback, I designed a flow that would allow users to quickly select a budget and style for each room they are furnishing. This way users would be able to quickly select a room layout, then edit later with specific changes.
The user would also be able to save the process to edit later, or share with anyone for input or sign-off.
Final UI.
Highlights
Select closest city, to quickly filter by furniture available in each location, in order to ensure stock availability
Map out room size by number of seats, which can be easily changed to scale up or down
Option to quickly select items via a specific colour palette (light, dark) or budget (premium, budget)
Offer additional product suggsestions for each room category, such as rugs or lamps, to increase add-on sales
Option to change & remove specifc items, in order to customise for the perfect space
Provide running total cost for each room, and total order, so users can make sure they stay close to their budget
Each proposal would be visible to the internal sales team, via CRM platform, so they could quickly reach out to stalled carts in order to maxmise lead opportunities
Other projects.
The example above was only a small segment of the milestones completed for Beleco. See below for some examples of other projects I completed during my tenure.
Full platform refresh of Beleco Workspace.
New Office Management feature.
