Nelly Padron | Graphic Designer - UPLIFT Desk "Desk Builder"

UPLIFT Desk "Desk Builder" Redesign

UPLIFT Desk has a built in “desk builder” tool which gives customers the ability to fully customize their desk with a wide range of desktop options and accessories. Unfortunately, the desk builder's intricacy has led to extremely poor user experience, specially on mobile. When the owner of UPLIFT Desk gave us the opportunity to suggest new ideas for the UPLIFT Desk website I made sure to focus on the desk builder and develop a better user experience for customers. During one week, I developed new ideas, created wireframes, designed the user interface and brainstormed better user experiences for the desk builder tool, product page, and home page with the user and business goals in mind.

Below is the new product page and desk builder concept I proposed to UPLIFT Desk.

New UPLIFT Desk product page mockup

New UPLIFT Desk "desk builder" mockup

Desk Builder Issues

UPLIFT Desk product page

Current UPLIFT Desk "desk builder"

The desk builder is infamous for being a complex 3D product builder also known as a 3D product configurator. Here are the main issues:

1. Feature overload: The desk builder contains an overload amount of customization options which leads to confusion, stress, poor mobile performance, indecisiveness, and overall cart abandonment.

2. High-interaction cost: Users must scroll and inform themselves through lengthy copy, unwanted product options and irrelevant steps in order to build a desirable desk.

3. Poor mobile experience: Due to the complexity of the desk builder, the mobile experience is extremely poor even after its redesign by the marketing team. These issues are still present because the user experience was never taken into consideration and the root cause (complexity) was never addressed.

4. Opportunity cost: When a product is too complex to function, user experience drops, carts are abandoned and naturally revenue is lost. UPLIFT Desk could generate more revenue from a simplified version of the current desk builder.

5. Product inconsistency: The desk builder currently allows the option to add majority of UPLIFT Desk products. However, products such as the Spaces Wall System, the OnePod Phone Booth and the Dillo Lounge collection are excluded but the entire MoPac Storage collection is not.

6. Not future-proof: The more products UPLIFT Desk releases, the more options will be available to choose from the desk builder. This will lead to more user frustration, builder instability and performance issues. As previously mentioned, not all products will be available in the desk builder due to their own complexity. Therefore, requiring the desk builder to contain all UPLIFT Desk products is not a feasible or long-term solution.

The desk builder is so complex there is a builder within a builder. This is the side table builder, accessible when selecting a "side table" under the "Office Setup" tab of the desk builder.

Side table builder within the desk builder

Proposed solution

During sketching, it became very apparent that in order to greatly reduce user stress, confusion and indecisiveness, the builder would have to be stripped down of its’ customization options. However, customization is what sets UPLIFT Desk apart from competitors and removing this feature would not align with business goals. How then, can a highly customizable product turn into a simple experience?

Split the desk builder into two builders: product builder and a workspace builder.

Product builder: Lives within each product page and would only allow the customization of the product and its main components such as: desktops, frames, keypads, grommets and other productivity essentials such as wire management, power and monitor arms.

Workspace builder or dedicated builder: Provides UPLIFT Desk the space needed to add all current and future products for customers to add to their build without disturbing their desk-building experience.

Other 3D product configurators

Note: UPLIFT Desk already utilizes 3D software technology known as 3D product configurators for their desk builder.

Bath Fitter

BMW

Nike

Tesla

Product Builder and Workspace Builder

My main objective during the redesign of the UPLIFT Desk website was developing a better design solution for the desk builder since this is the heart of UPLIFT Desk. Below is a mid fidelity mockup of the product builder and a low fidelity mockup of the workspace builder.

Product builder concept

Workspace builder concept

Benefits of two separate builders

1. Higher transaction or conversion rates: a simplified product builder reduces the process, time and user journey from deciding on a desk to successfully completing a transaction.

2. Improved mobile experience: A simplified product builder will automatically improve mobile performance and user experience.

3. Expandability: A dedicated builder such as a workspace builder allows for more expandability and flexibility when adding future and larger products.

4. Better long-term solution: Increased customization within a product page will further increase poor builder performance, errors, freezes, downtimes, crashes and abandoned carts, specially on mobile where lag is already apparent. A dedicated builder such as a workspace builder will secure business by preventing these issues from escalating.

5. Increased use of the “Business space plan” service: A dedicated builder can easily be turned into a space planner, this feature can then be used as a funnel to lead businesses and regular customers to the “Business space plan” service. A customer can build their personal office inside the workspace builder. If they need help and assistance, they can click on a CTA requesting UPLIFT Desk’s space planning solutions.

Product Builder UI and UX Process

Sketches

While sketching, I realized customers needed a way to quickly navigate back and forth in the desk-building process which is how I was inspired to add the desk navigation menu to the left.

Wireframe UX exploration

Final UI exploration

Product builder flow

Desktop type

Accessories

Product builder placement within the product page

Workspace Builder

Due to time constraint, a quick wireframe sketch for the workspace builder was mocked up to demonstrate business potential to the marketing team.

Workspace builder entry points

There are three ways to enter the workspace builder, all placed with the intention to encourage users to test and bond with UPLIFT Desks product configurator and eventually convert.

The workspace builder cta on top of the nav bar was proposed to UPLIFT Desk as a better solution to their navigation toggle switch (inspired by Branch). However, UPLIFT Desk decided to use this cta placement for their business space planning solution. Note, the space planning service is also part of the workspace builder user experience I proposed.

Custom iconography

Next project

UPLIFT Spaces Wall System Manual