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Service Design for Appliance Retail

Designing the omnichannel customer journey, from buying to owning large appliances


Buying a washing machine is a hassle. A customer can wait days or even weeks for the machine to be installed and working in their home, just because the service process is so inefficient. 

In this project, we analyze the process of buying major appliances, identify the key pain points, and offer an omnichannel solution aimed to enhance the customer's shopping experience and encourage him to return once again.


Lilach Spivak

Adi Gilad

Daniel Goldblat

Gilad Yurfest

Hadas David


Oct '19 - Feb '20

My Role

Diary Study


User journeys


01 | The Problem

The process of buying and installing large appliances involves many points of friction and often ends with an overall impression of poor customer experience.

​"It is the only country where you can easily get spacecraft flying software, but have to wait a week to have your washing machine repaired. And while we're at it, only here there's a time unit called "I'll be there between eleven and six.""
- Yair Lapid, The Only Country

02 | The Solution

Integrate sales, shipping, installation, and warranty touchpoints into one seamless service system.

Providing a cohesive trustworthy ‘One Stop Shop’ experience, addressing users' needs across all retail service channels - in store, via call center, and online.

03 | The Business Challenge

KPIs & Research Goals

The project began by determining the business objectives and metrics for measuring the achievements. By defining the process goals, we were able to optimally plan the user research and objectively assess our work at the end of the process and see whether it has been successful.



Foster a loyal customer audience

  • Increase the number of returning customers

  • Increase of NPS (Net Promoter Score)

  • Improve online reviews


Shorten the entire service timeline

  • Decrease in calls for customer Service

  • Decrease the overall cost for the company during the delivery process

Research Goals


Validate our KPIs

Learn the friction and pain points from customers' perspective

Find positive examples of shopping & supply experiences

Understand what makes customers loyal to a specific retailer

04 | Research

Quantitative Research & Screener

To make the most of the time and resources allocated to the project, we began with a screening survey. During this phase, we were able to gain quantitative insight into the current service experience as well as select participants who would provide the most value in the qualitative phase.

A total of 49 participants answered the questionnaire.


The user's journey in the Wix app’s dashboard is not sequential, but dynamic and exploratory.


The mobile app should augment the desktop platform by facilitating daily tasks on the go.


The extensive range of features causes a cognitive load, making it difficult for users to meet their goals.


04 | Approach

User Scenario

Users of the Wix app are business owners who run their businesses themselves. On top of providing customers with the service they offer, they are also in charge of the entire business operations from start to finish - customers, marketing, payments, etc.

Their business website is the face of the company and is where existing and potential clients can find and engage with them.

Target Audience

  • Small to medium business owners

  • Spend a lot of time outside the office and on the go

  • Intermediate Wix users (own and run a Wix website)

Journey Mapping

journey mapping.jpg

Experience Design Guidelines

Current State Indication

Provide a clear indication of the user's state: Owner / Member, current project, current feature

Information Architecture Redesign

Redefine the information architecture so users can easily navigate through the interface

One Navigation System

Develop a single navigation tool for the entire project, allowing access to all available actions

At a Glance

Utilize visuals such as graphs and icons for rapid information perception.

End to End Interface

Integrate editing and management into a full-featured project interface.

05 | Key Features

A home screen that sets the user flow

Item groups are visually different and distant from one another, each presented on its own browsing carousel. One "Add Item" button for each item category and one clear CTA for each item.

A clear distinction between owned projects and site memberships helps users reach the desirable state of mind. ​

Pain Points Addressed

  • "Add" (+) icon redundancy was very confusing

  • Redundant CTA buttons in project item led to an incoherent workflow

  • Owned sites and memberships were too similar, creating cognitive load


“Testimonials work great. Showing your reviews in quote marks has a powerful effect on customers and makes them more likely to trust you.” 


—  Name, Title

A global dashboard navigation system

One navigation bar for the whole project promotes an explorative yet systematic workflow. Data are displayed as floating widgets to promote customization. Business name and logo are clearly visible in the header.

Recognizing rather than recalling information makes it easier for users to stay focused and keep engaging with the interface.

Pain Points Addressed

  • Multiple navigation cues made it difficult to form a systematic workflow

  • Setup was only used in the initial stage and took up a lot of screen space

  • Widget customization was handled externally, unaligned with the mental model

"Place" Editor integrated into the menu

Users can reach the editor directly from the main menu, which enables quick access to real-time information from other menu features to enhance editing resources. Access to Preview Mode in the editor aligns with Wix desktop users’ mental model​.

The Editor's role is to help business owners craft the image they wish to present to their customers.

Pain Points Addressed

  • Misinterpretation of the interface hierarchy led to errors and frustration

  • Lack of clarity between edit mode and preview mode caused confusion

  • Indirect access to the editor segregated it from the dashboard’s toolset

A UX dilemma: Designing the secondary navigation tool

As part of the development of a polyhierarchical information architecture that involves a two-level navigation system, we designed a secondary menu, 'The business toolbox’, according to the following guidelines:​

  1. Complement the primary menu and not overshadow or conflict with it

  2. Promote customization and flexibility to serve a wide range of business fields

  3. Utilize as little screen space as possible for the user to complete extensive processes within the interface


We created and tested three alternatives to address these criteria: