Herman Miller designs experiences to help people do their best work.
Learn how Herman Miller scaled to keep pace with ecommerce growth through unified teams and data.
How Herman Miller Uses Data to Design Better Customer Experiences
1. Create ONE Herman Miller: a unified team with a single view of its customers.
Herman Miller needed a single source of truth for its team members and contract dealers to deliver a premium online experience for both B2B and B2C customers. To accomplish this, Herman Miller needed to unify its aging systems without losing the valuable customer history data it contained.
The goal was to create “ONE Herman Miller” from both an internal and external perspective — a single source of truth that would:
- Provide service agents with the visibility to resolve customer cases quickly
- Inform intelligent and prescriptive marketing journeys
- Uncover new sales opportunities
Most of all, having unified data would allow Herman Miller to retain and surface vital customer information as the organization continued to scale globally. With commerce, marketing, and service teams united around the customer, the company could meet their expectations for personalized service at scale.
“The pandemic really allowed us to push innovation, especially through our digital experiences,” said Kristen DeLap, Director of Digital Product at Herman Miller.
2. Make ecommerce experiences as well-designed as the products.
Herman Miller customers expect a well-designed shopping experience to match the customized, high-quality products it sells.
Yet, after conducting extensive research on the customer journey, Herman Miller found that the consideration phase to purchase furniture (arguably the longest and most important part of the cycle) was being underserved by the company’s online retail experience. Herman Miller’s Design Within Reach site also scored just four out of 100 on Google’s speed test, causing the sub-brand to lose market share to key competitors. More than that, the company’s ecommerce sites revealed a disconnect between what consumers were seeing and the innovative, highly designed experiences the Herman Miller brand was known for.
Nicole’s team took the research to heart, conceiving a seamless digital commerce experience that is able to provide the premium, customer-centric journeys that shoppers expected from a design-focused brand. With help from Salesforce system integrator partner Capgemini, the new site was executed in eight months, featuring:
- Clickable images for direct purchase, increasing conversion rates
- Redesigned checkout flows to reduce cart abandonment
- Tailored product recommendations using AI to help shoppers find what they’re looking for