Client

A global leader in furniture and homeware retail, focused on delivering high-quality, affordable, and stylish products.

Objective

The primary objective of this study was to evaluate the current state of the brand’s app experience for furniture shopping app experience and homeware retail app analysis in urban India. The goal was to gather qualitative insights to align the app interface with user expectations, enhance functionality, incorporate a seamless app checkout process and improve customer satisfaction.

Methodology

We adopted an online qualitative approach consisting of in-depth interview analysis conducted via platforms such as Zoom, Google Meet, or Teams.

• Target Audience: 12 respondents were selected across Bengaluru (6), Mumbai (3), and Hyderabad (3).

• Demographics: Equal gender split (50:50), age range 20–40+ years, and varying income levels (lower-middle to upper-middle class.

• Screening Process: Verified via occupation, social media profiles, consumer durable ownership, and housing status.

• Session Length: Each session lasted 90 minutes to ensure in-depth insights.

Findings

Key insights from the study highlighted:

• Shopping Behavior: Participants frequently browsed or shopped via apps, with at least weekly engagement. Many used local furniture/homeware apps along with general e-commerce platforms.

• Brands’ App Engagement: 9 out of 12 were Brands’ customers, with 4 actively using the brands’ app at least twice a month.

• Customer Expectations: Users emphasized features like personalization, inspiration-driven content, personalization features, home-planning tools, seamless checkout, and loyalty programs in apps.

• Gaps Identified: Compared to competitors, the users pointed out key gaps in app design like enhanced personalization, push notifications, and app-specific benefits.

Challenges

• User Segmentation: Ensuring a diverse sample representing different demographics and income groups required meticulous screening.

• Technology Constraints: Limited technical familiarity among some users posed challenges in navigating advanced features of the Brands’ app during sessions.

• Time Management: Maintaining focus during 90-minute sessions while extracting detailed feedback required experienced moderators.

Business Outcome

• Feature Recommendations: Suggested improvements in-app features, including better navigation, personalization, and integration with Brands’ loyalty programs.

• Market Positioning: The findings enabled the Brand to position itself competitively by addressing key gaps and aligning the app’s offerings with user expectations.

• Enhanced User Experience: The feedback helped create a roadmap for to enhance app design for retail to deliver a seamless and engaging shopping experience.

Conclusion

The study provided valuable insights into consumer behavior and expectations from furniture and homeware shopping apps in urban India. Brand leveraged these insights to refine its app interface, add competitive features, and boost customer engagement. The results demonstrate the importance of user-centric app design and continuous optimization to meet evolving consumer needs in the digital space. By addressing gaps and capitalizing on identified strengths, Brand is well-positioned to strengthen its foothold in the Indian market.