How can we transform
the Tok&Stok digital experience into an experience
more inspiring?

About the team

Wesley Apolinário - Head of UX Design

Gabriela Leopoldo - UX Designer

Caroline Cardoso - UI Designer

Bernardo Yono - Product Designer

Nicole Rauen - Visual Designer

Mariana Falcão - Research & Strategy

Kenji Takaki - Research & Strategy

About the workflow

The project lasted 4 months, from October 2021 to January 2022. During this period we went through the stages of research, data analysis, market research and inspiration, ideation, prototype and conceptual testing.

How we started

Through qualitative interview groups, we understand the current experience and engagement of consumers with Tok&Stok's digital channels (website and app), mapping pains and opportunities, and redefine in a co-creative sprint the experience of users in their digital journey, later validated in a conceptual test.

We chatted with decor lovers 

We are looking for people who like to be immersed in the world of decoration and who are consumers connected with the Tok&Stok brand, with 2 groups, each with a preference for channel (app, website and hybrid).

We listen to both sexes, from the cities of São Paulo
and Rio de Janeiro, aged between 30 and 50 years.

What we discovered in this immersion 

We found that people's opinions could be divided into 4 blocks of journeys.

We call these service relationship journeys.

What were these relationships?

• Behavior - House & Decoration
• Jorney - Inspiration Search & Purchase
• Touch Points - Digital & Physical
• Future - Retail and related markets.
  

Changing the way you live

With the arrival of social distancing, people began to change the meaning of home, began to have new behaviors and reframe what they understood as "home". New routines also make people think differently about everyday life at home.
 

In relation to inspiration, search and purchase, the user goes through decisive moments. At this point, there may be a change of mind, change of plans, reassessment of deadlines and values. Here we consider the moment when the customer can fall in love with the platform or not.

Main pain felt

Evaluate measurements and proportions, find products that convey
the feeling that one wants to pass and to know if the chosen items
match in the real environment.
 

“The algorithm is good for sending me a straight push but on the streets
I see different things that I wouldn't normally see.”

Men, app, 30 - 50 years old
 

Desk Research

We understand that to build something that makes sense not only for the user but for the decoration market, we need to look for references to what other companies were doing in terms of inspiration and decoration.

What have we learned so far?

We already had in mind that the user wanted a place where they could be inspired and have an organic and free purchase facility.

With these learnings in mind, we set out to design a strategy and creative sprint to create ideas that delight our users, while solving business needs.

We work together to design a new experience strategy digital Tok&Stok.

Our prioritized concepts

After 4 intense days of work and refinement of ideas, we understood that 4 ideas could interconnect in a digital and inspiring ecosystem.

These ideas were:

- Content First

- Quiz de Estilo

- Opinião amiga

- Meu Ambiente TOK

Content First

An inspirational page first features an expertise donation.

The new page structure Tok&Stok allows an experience primarily focused on content, in order to engage the user in trails of inspiration mixed with interactions that facilitate the transition to purchase.

About the navigation structure

Collections

Whole product set by a theme: Seasonal, commemorative dates, trends, etc.

Any clustering that has meaning to the user.

Environments

Open at home as it is the most inspiring category (simulates in-store experience) and organizes a natural flow of inspiration/search by users.

Quiz de Estilo

Interactive and fun quiz where
the user receives results that help him to be inspired by content and find the right products for his taste, moment and space.

As a result, it presents a personalized moodboard with trends and relevant products as a suggestion. It is also possible to redirect to other features such as Meu Ambiente Tok.

Opinião Amiga

Call center service with Tok&Stok specialists,
where the customer can show their environment and ask for decoration and organization tips and guidelines.

The user has the option of connecting via video call with a currently available designer or scheduling an appointment of up to 15 min.

Meu Ambiente TOK

3D interactive tool so that the user can view
your space assembled with Tok&Stok pieces, being able to play and test different items, colors and dispositions as well as save your creations and share with friends.

The tool also allows you to pull items from the wishlist to compose your environment.

Conceptual test

We made some refinements to the prototypes so that we could test what we had built.

These solutions build the Tok&Stok digital ecosystem.

Inspiring

Phygital

Personalized

Integrated

Innovative

Conclusions

Multichannel Integration in complete ecosystem

The multichannel integration together with the combination of varied solutions are integral parts of a complete ecosystem, raising the perception of Tok&Stok as an innovative brand, connecting with different profiles of needs.

Inspiration elevates the relationship
beyond the transactional

Inspirational content combined with expertise service offerings transform customer relationships beyond the transactional
in addition to allowing the capture of data to offer an experience
more personalized.

Domain specialized in decoration territory

Offering specialized services and content activates and expands assetsof the brand with the potential for greater phygital engagement and generates greater connection with our consumers.