Traditionally, the office furniture purchase process has been quite complicated. The West Elm Workspace team dreamt up a new approach to break through the clutter.
"Blurring is what we are trying to do here, like the lines between home and work—the very heart of this new venture." —West Elm
From the start of the project, we knew that business customers wanted an experience that was similar to shopping for their homes. This was an enticing opportunity for our UX and digital marketing teams. As our team facilitated this digital marketing process, we knew we had to let the innovation happen organically while we kept the project moving. We accomplished this by finding the right balance of enthusiasm, task management, and expertise.
Because we only had eight weeks to launch this venture, we chose Magento to ensure that the content could be added by West Elm marketing teams at the same time the experience designers and developers were building the website. The Magento platform also worked well for the customer’s IT team as they wanted an initially low cost platform that could scale.
Start-ups are a crazy bunch. They come to life out of the heads of big-picture thinkers whose greatest skills are bringing the right teams together and figuring out ways to make things happen.
And we love them.
Since we have worked with dozens of start-ups over the last few years, we know how to apply just the right amount of disciplined creative process. When the team first meets, there is total engagement but the ideas have to land. As a project leader, capturing all of these ideas is important and helps to ensure that clarity emerges.
Deadlines are established and constraints are put into place to guide the project towards its end goal. Everyone knows there will be a point when the creative phase will be replaced with the disciplined process of development. That phase came and went with West Elm, and the result was incredible.
Our team traveled to NeoCon to visit the West Elm Workplace showroom and hear customer experiences firsthand. By keeping the retail-like B2B approach in the front of our minds, we hoped customers, designers and dealers would "feel it."
And they did.