Service design · Kingfisher · Fjord London

Reimagining home improvement, from an idea to a finished home.

Role
Service Design Lead and Senior Manager at Fjord (Accenture Song), London HQ, 2015–2019. Led international teams of around 14.
Users
Homeowners, online and in store.
Scope
Research, UX/UI, service design and new store formats.
Status
Launched as GoodHome, with its first phygital Express store in South London.

The project film

Home improvement is trial and error.

The problem

Complex catalogues, and stores that are hard to find your way around.

Kingfisher, the group behind some of the leading home improvement stores in Europe, wanted to guide customers all the way from inspiration to choosing products, designing the space and making it real. Stores were far from where people live and deliveries took long, in a job that's mostly trial and error. Online and in store had to work as one.

ResearchUX/UIService DesignUnited Kingdom

The question we worked on

How might we enable home owners to achieve their dream homes?

Fjord London

At Fjord I led multidisciplinary teams of around 14 people, from many countries, for Meta, Vodafone, the NHS and Kingfisher. Most of that work is confidential. Kingfisher is one of the projects I can show.

One journey, online and in store.

Something to help at every step, wherever the homeowner happened to be.

  1. Get inspiredCurated inspiration, online and in the store.
  2. ChoosePersonalised product recommendations and materials calculators.
  3. DesignSpace builders and visualisers to see it before buying.
  4. Make it realExpert guidance, and every service connected.

All of it integrated, so the homeowner is supported online and offline through the whole project.

A designer looking at a wall of mobile app screens, including one that says let's book your appointment
Mobile screens from the project.

Online

Tools to plan the project before buying anything.

Curated inspiration, personalised product recommendations, space builders and visualisers, and materials calculators.

Illustration of the three store formats: a big store, an express store and a digital store
Illustration from the project.

Three store formats

  • Big stores with the full range.
  • Express stores in city centres, for last-minute needs and advice.
  • Digital stores to browse the catalogue easily, with inspiration, design tools and budgeting advice.

Launched as GoodHome.

A new brand with friendlier branding, new products and services, and its first phygital Express store in South London, where physical and digital work together. Designed for customers across Europe, to bridge online and in-person shopping.

Express order screens under an express order sign in a GoodHome store
Express order screens in store.
Trade express counter with self-service screens beside it
Trade express: a counter with self-service screens beside it.
Project help and collect areas in a GoodHome store, with a paint wall
Project help and collect, from the GoodHome launch.
In-store tablet: welcome to GoodHome express store, what are you looking for today

In the store

The store greets you with a question.

"What are you looking for today?" From there you can search a product, browse by category or ask for help with the product or the project.