To figure out how users can feel when they are buying from Furlenco, we asked three Furlenco users to sit with us while we try and buy a sofa. The goal was to learn what they were feeling during the whole experience.

When we search for “Rent Furniture Online” in Incognito tab.

Thoughts on Discovery:

• Anmol thinks that the headline and the description are good. Here is why:
  • “Award Winning Furniture” adds to Social Proof and also
  • There are delights for the users, like the 30% discount and Free Delivery.
  • They have mentioned the price at which packages start as well, which looks very off compared to the 59 pm that Rentickle is advertising right below.
  • The sub pages are well linked since they lead to full home, bedroom and living room furniture, which matches the JTBD.
    • If we click on the Full Home Packages though, every single thing is out of stock. It will definitely lead to drop off so they should stop advertising it altogether.
• Adi thinks in headlines we should more focus on quality and affordability instead of “Award winning furniture”.
• Aman’s thoughts
  • Contradictory discounts (30% off on all products, 60% off). Instead, we can show get up to 60% off
  • JTBD is to rent furniture. So the headline can say “Furniture for Rent | Award winning design”
  • Inconsistent ads for same keywords in different location

When we search in Incognito and open Furlenco, it updates location to the wrong city and the first popup that we see is below.

• The popup has no option to change the city, even though they picked up the wrong city.
• They should not tell users if items/packages aren’t available, it gives a negative perception in users’ minds and they may not even be interested in those specific items.
• Wireframe suggestion: Instead of the text saying the packages are missing, there should be an option to allow people to change their cities.

When we search on normal

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