We started by getting a deeper understanding of the context: what is a shoppable home? We also investigated what has been done in terms of event experiments and different ways of purchasing. At the same time, we defined three different buyer personas and their needs and designed customer journeys based on the personas, their goals and the payment process.
We focused on the key issues: what would be an inspirational and simple way for consumers to fill in their shopping basket when visiting the Marimekko Shoppable Home? We also got a few challenges from Marimekko: the payment process should be a natural part of the home with no large digital elements. We had to keep in mind that the simpler the solution, the better so that the visitor could make their purchase decisions and navigate the space easily.
Once the experience concept was set, we focused on usability, visuals and integrations with Marimekko’s existing ecommerce systems. Together with Marimekko, we decided to design and implement two digital experiences: one for the consumers in Milan who would walk inside the apartment and buy instantly and another one for the regular consumers, who were not able to visit the space physically, but would still be able to purchase the bundles or individual items online.
In terms of making a splash, the Marimekko Shoppable Home was a huge success. The concept was covered in the press worldwide, in media such as Elle Decoration China, Vogue Italy and AD Italy.
For Marimekko, the Milan Salone was also a proof of concept that delivered on expectations. Marimekko is now looking for new adaptations for the Shoppable Home in their physical stores and future events.
|70% new, 30% returning
|Marimekko Shoppable Home webstore visitors
|Number of walk-ins who visited the Marimekko Shoppable Home
|Handpainted Oiva collectables
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