Herman Miller builds new e-commerce site around customer needs

A design-driven office and home furniture brand is refreshing its online retail experience to better meet customer needs.

Using more than 110 hours of customer research and feedback, as well as user testing from over 200 different participants, Herman Miller has upgraded its e-commerce site. The site was developed to deliver a consistent, user-friendly experience with additional content that answers common shopper questions. All these features are based on key requests from surveyed customers.

New features include video chat with product specialists, as well as artificial intelligence (AI)-driven product recommendations and a new customer-centric website navigation designed to provide easier access to popular categories like gaming. 

In addition, heightened browsing capabilities provide expanded product filtering, and a new "Shop the Room" feature enables customers to purchase their own versions of products displayed in images with the click of a button. Herman Miller has also enhanced the site’s storytelling content and refreshed the overall design, including optimization to seamlessly transition from desktop to mobile as customers change their device interface.

"Our new physical Herman Miller Seating stores have proven to be extremely popular with customers around the world," said Ben Groom, chief digital officer at Herman Miller. "They address a critical need in our society right now: how best to improve our work from home set-ups and prepare for a more hybrid working future. For customers unable to experience these stores in person, our new site takes the physical experience and brings it into your home virtually."

After the site launches, Herman Miller plans to continually release additional features and enhancements throughout the year.

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