2019 — 2020

Pivot — Setting the tone for an emerging e-commerce service

Pivot — Setting the tone for an emerging e-commerce service

Role: Visual Design & Direction, Product, Content Design

Focus: Visual Design & Direction, Experience, Content Design

E-commerce, Technology, Consumer services

Pivot is disrupting furniture ownership in Canada. Joining Pivot during its first year in 2019, I helped shape the end-to-end experience of the product from scratch, where I primarily focused on establishing trust among our early customers. 

Partnering closely with founders, developers, & Product lead, I worked on developing a coherent visual/verbal tone spanning Visual design, copy, photography, and digital content. 

Pivot is disrupting furniture ownership in Canada. Joining Pivot during its first year in 2019, I helped shape the end-to-end experience of the product from scratch, where I primarily focused on establishing trust among our early customers. 

Partnering closely with founders, developers, & Product lead, I worked on developing a coherent visual/verbal tone spanning Visual design, copy, photography, and digital content.

Additionally, I worked with founders + Product lead to help enhance user experience across feature launches through iterative feedback.

Pivot’s website  →Space Space Space Space Instagram page →

 

 

Additionally, I worked with founders + Product lead to help enhance user experience across feature launches through iterative feedback.

Pivot’s website  →S Instagram page →

__prrocesstrans

Design with scale & constraints in mind

Design with scale & constraints in mind

Learning early on Pivot would have a unique brand challenge  — a fluctuating business model & (consequently) changing target customers, a personal challenge was creating a visual language that responds to its fluid nature and one that speaks to a broad audience. We needed a digital presence that is elastic and neutral enough to allow for expansion in the future without accidentally imparting any layer of tone or meaning that would be inconsistent.

As a new product in the market, Pivot needed to iterate on ideas fast, so it's important for the company to gain the trust of early-adopters so they can try early versions of the product. The primary principle then for developing the brand focused on simplicity, scalability, and approachability.

Learning early on Pivot would have a unique brand challenge unlike any other — a fluctuating business model & (consequently) changing target customers, a personal challenge was creating a visual language that responds to its fluid nature and one that speaks to a broad audience. We needed a digital presence that is elastic and neutral enough to allow for expansion in the future without accidentally imparting any layer of tone or meaning that would be inconsistent.

As a new product in the market, Pivot needed to iterate on ideas fast, so it's important for the company to gain the trust of early-adopters so they can try early versions of the product. The primary principle then for developing the brand focused on simplicity, scalability, and approachability.
 

brand-1

Merging Experience + Brand

Clear navigation. Frictionless flows. Clean visuals. An enduring value proposition for Pivot is convenience. Partnering with UX lead, we made the e-commerce experience feel just that — less clicks, less friction. By making it easier for our customers to use the website, we help eliminate cognitive overload that is often a painpoint among furniture shoppers  all while communicating the one thing that differentiates Pivot from the pack —the easiest way to furnish homes.

Clear navigation. Frictionless flows. Clean visuals. An enduring value proposition for Pivot is convenience. Partnering with UX lead, we made the e-commerce experience feel just that — less clicks, no pop-ups, and easy access to checkout. By making it easier for our customers to use the website, we also eliminate decision paralysis that is often a pain point among furniture shoppers, all while communicating the one thing that differentiates Pivot from the pack —convenience like no other.

Making people feel. Building trust by design.

Making people feel. Building trust by design.

With Instagram as our main channel to connect, I designed our content bringing to light real people, behind-the-scenes, and the nitty-gritty of home furnishings. This is complemented by a tone of voice that sounds approachable. The result is a content hub that encourages engagement and builds loyalty.

With Instagram as our main channel to connect, I designed our content bringing to light real people, behind-the-scenes, and the nitty-gritty of home furnishings. This is complemented by a tone of voice that sounds approachable. The result is a content hub that encourages engagement and builds loyalty.

insta

From 0 to 1000+. Converting subscribers to fans.

From 0 to 1000+. Converting subscribers to fans.

Throughout Pivot's first year, we've had 4 product model “pivots”. 4 key homepage iterations shipped for web & mobile. 3 key webpage shipped. 2 major city launches.  50+ photoshoots. 100+ products shipped live. 300+ new subscribers (and growing).

Throughout Pivot's first year, we've had 4 product model “pivots”. 4 key homepage iterations shipped for web & mobile. 3 key webpage shipped. 2 major city launches.  50+ photoshoots. 100+ products shipped live. 300+ new subscribers (and growing!).

News Coverage:

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Team Shoutouts:

Valerie Baier (UX/Product design lead)

Brendon Sled (key developer)

Brendon Sled (key developer)