Company: Prophet
Client: Lovesac
My role: Associate Creative Director
• Creative direction
• Customer journey mapping
• Experience concepting
• Retail store design
• UX/UI concepting
Lovesac
Omnichannel Experience Design
The TLDR
Reimagining Lovesac’s omnichannel experience, I led the development of a seamless, customer-centric journey across retail, mobile, and e-commerce, streamlining the Sactional shopping experience and positioning the brand for sustained growth.
I directed customer journey audits, identifying gaps and opportunities to enhance product education, browsing, and purchasing.
My team created interactive, self-guided in-store and digital experiences, ensuring consistency across touchpoints. We introduced immersive storytelling techniques, including parallax animations and digital tools, to simplify Lovesac’s modular and multifaceted Sactional product. Lastly, we designed a seamless UX/UI mobile experience to unify shopping across platforms.
Today, many of these innovations are implemented or piloted in stores and online, reinforcing Lovesac’s status as a category disruptor and the fastest-growing furniture brand in America.
The Context
To be recognized as the fastest growing furniture retailer in America is a major achievement. To hold the same title 10 years later is virtually unheard of, and yet that’s exactly where Lovesac finds itself. The direct-to-consumer furniture brand continues to win customers over with its sustainable high-end products and “designed for life” philosophy, while reshaping the way people buy furniture online in the process.
The Challenge
Prophet initially partnered with Lovesac to modernize their brand identity and elevate their brick-and-mortar retail experience to match the innovative nature of their products.
Years later, they’d introduced new product lines, customers had radically shifted and adopted new behaviors, and the demand for e-commerce had swelled. With a mandate to set the business up for perpetual growth, Lovesac reengaged Prophet to reevaluate the full omnichannel experience — supporting brand education, raising product awareness, and resolving the complexity of the Sactional shopping and purchasing experience.
Note: The Sactional is Lovesac’s proprietary modular couch product which has an array of features and benefits that can be complex for customers to understand.
The Experience Solution
Our Prophet team began by interviewing current and prospective Lovesac customers to understand their needs, preferences, and expectations across the omnichannel experience. Mapping the ideal user journeys, both in-store and online, helped us optimize the experience ensuring we closed critical gaps identified in the current approach and exposed opportunities to infuse digital touchpoints and emerging customer-centric technologies.
Pertaining specifically to the Sactional product, it was imperative for customers to engage with and understand the following product information across channels:
Sactional components and how they work together
Sactional’s configurability and adaptability, self-guided and interactive or demonstrated
Additional product options such as fill types and fabric choices
Lifestyle imagery depicting relevant and inspiring use case scenarios
Product features and functional benefits
Additional add-on accessories
We identified key touchpoints across the in-store experience where enhanced tools and omnichannel features were required to help customers through the education, browsing, and purchasing processes. Our team introduced several concepts throughout the store that provided interactive, self-guided, and highly tailored experiences to put the customer in control of personalizing their journey and making their product selections.
The In-Store Solution
Mimicking the in-store experience, we wanted online customers to encounter a similar narrative of the Sactional product, its components and features, its functional benefits, the intuitive yet abundant set of options, and the add-on possibilities. Using technologies like parallax animations, we explored and tested different storytelling scenarios to help customers better comprehend the complexities of the Sactional in an autonomous context.
Finally, we delivered a seamless UX/UI mobile experience concept which intuitively leads customers, both new and existing, through the Sactional education, shopping, and purchasing experience.
The Mobile Solution
Parallax Storytelling Concepts
Final UX/UI Mobile Concpet
The Results
The experience work Prophet delivered for Lovesac evolved their showroom and online experiences, ultimately positioning them for accelerated growth. Lovesac has upended the furniture sales model in every respect, proving that with high-quality products, a customer-centric ethos, and intuitive experience touchpoints, brands can build customer trust and drive sales across channels.
Today, many of our designs and experience concepts are already implemented or being piloted in stores and across digital channels.
