The Full Story
west realm
The Ask:
Analyze West Elm's customer experience for furniture and develop an integrated creative campaign to solve a key business problem.
My Work:
Consumer Insight & Creative Strategy, Business Problem Analysis, Digital Solution Concepting, Integrated Campaign Production
Team:
Kacey Cooper (Strategist), Sarah Flynn (Art Director), Sandra Sanchez (Copywriter), Meredith Moore (Experience Designer), Me (Creative Brand Manager)
The Consumer Problem
People are terrified of making a big furniture purchase. They see it as "a decade-long commitment," which leads to intense "decision paralysis" and fear of regret.
The Business Problem
This paralysis was causing 3 in 4 shoppers to abandon carts, leading to delayed cash flow, high customer churn risk, and wasted marketing spend on re-engagement.
Visual Certainty is Missing
Existing market solutions, like "View in Room" features, were failing.
87% of consumers don't use them because they are unrealistic—they "look like a sticker" and fail to provide "visual certainty."
Consumers don't just need to see a product; they need to believe in their vision. The brand's tech was lagging behind its modern aesthetic, creating a disconnect.
I helped develop a strategy to shift West Elm's role from a simple furniture seller to a confident
design partner.
We established a clear strategic line to guide
all creative:
"West Elm navigates you to your clear vision of home."
Introducing
an AI-powered design tool to help users "Furnish
your future."
The West Realm
This tool was designed to directly solve the "visual certainty" problem by using AI to realistically render furniture in a user's actual space, finally moving past the "sticker" problem.
Producing an
Integrated Launch
As the producer and account lead on the project, I planned and outlined a multi-platform campaign to bring "The West Realm" to life:
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Brand Launch Video: I managed the creative development of a full manifesto script that set the emotional tone for the campaign, positioning West Elm as an empathetic guide.
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Digital Ecosystem: I scoped the project's digital footprint, including a new website experience and a functional AI Chatbot concept to guide users.
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Social Campaign: I planned the social rollout, including ai-led videos and inspirational Pinterest boards to drive discovery and adoption of the new tool.
