homepoet · ecommerce · Product strategy
Solving a marketplace problem: make online furniture shopping great without losing the local dealer.
Homepoet had to serve customers who wanted a state-of-the-art ecommerce experience and customers who wanted to experience high-consideration furniture at a nearby dealer. As Product Owner, I led the product direction to make those two journeys feel like one coherent proposition across a network of 450+ furniture dealers.
Problem
How do you make hundreds of dealers feel like one digital product?
The online shop needed to sell furniture well, but the wider proposition was also about discovery and experience at a nearby furniture dealer. The challenge was representing that dealer network properly online while keeping the core ecommerce journey fast, modern and easy to navigate.
Product work
Reframe the experience, then improve the foundations underneath it.
I led the product work behind the website rebrush and stronger dealer proposition, making it clear that products can be viewed at participating furniture dealers nearby. Alongside the repositioning, I drove an improved search experience, personalisation using Algolia, a stronger product detail page, and a more flexible CMS module system so the team could adapt the experience without rebuilding every page.
Outcome
The product strategy translated into +47% online sales.
The combined product work drove a 47% increase in online sales. More importantly, it solved a structural product problem: the website could behave like a modern ecommerce shop while still directing customers towards the local, physical experience that differentiates the business.