A Q&A with Petar Konakov on KING’s digital transformation journey

Since 1977, KING has been at the forefront of Australian furniture design, paving the way with award-winning contemporary furniture that is made to last. Five decades later, KING is not only still a family-owned and run company, but has come a long way in its digital transformation journey.

During the pandemic, like most businesses, they had to pivot quickly to online. But it was imperative to the KING team that they were able to bring their in-store personalized and seamless experience to the digital world. So they turned to Contentsquare to help in its digital transformation and managed to do so in just a year.

We sat down with Pete Konakov, UX/UI Lead at KING to learn more about their experience with Contentsquare and how the platform augmented their UX strategies. 

How does Contentsquare align with KING’s UX strategy?

At KING we want to challenge everything, especially inherited design. Being a young team, we’ve managed to make a lot of positive changes in a short time frame and that’s definitely made possible with the tools available in Contentsquare. It has helped us identify key areas of concern early on by being data and customer focused!

Which is your favorite feature, and why?

It’s a tie between Journey Analysis and Session Replay. Journey Analysis is such a great visual representation of the customer journey. In my 20 years as a designer, I’ve never seen it represented that way. Being a very visual person, it makes it so much more digestible.

Session Replay… because I love being a fly on the wall. It’s a great way to try to figure out why users are bouncing from certain pages and where they’re experiencing friction. Could it be a bug? An unintentional dark pattern? Seeing how the user interacts, albeit anonymously, is so key to understanding their pain points.

How does your team use Contentsquare?

We use it across multiple teams, mainly between UX and E-commerce. We’ve used it extensively on our PDP recently and the insights we’ve received from it have helped drive the redesign of that -especially by using the Zoning Analysis tool.

What are your key challenges, and how does Contentsquare help? 

Our key challenge at the moment is driving conversions from our PDPs and this remains our main focus for this quarter. With a majority of our products being customizable, there are a lot of options for the user to sift through, especially with our swatches.

Trying to figure out a way to display up to 200 of these swatches without losing the user is a mammoth task and one that relies on a lot of data. We’ve used the Zoning Analysis tool to help us determine which content is the most important to our users and which content may be inhibiting them from the most important CTA on the page which is the Add to Cart!

The hope is that trimming the fat and simplifying the process of building their desired product will increase the add-to-carts and create an overall positive experience for our users.

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Can you share an instance when insights from Contentsquare helped to drive a UX design change? 

Last year we redesigned our main navigation, which even on desktop was hidden behind a hamburger menu. Using Contentsquare in conjunction with A/B testing, we were able to first identify the pain points surrounding our click rates, attractiveness and overall user journeys (thank you Journey Analysis!).

Simply put, our old navigation was a dud and we needed a change. By analyzing our A/B tests with Contentsquare, we were able to make decisions that resulted in the new navigation having a:

• 223% increase in click rates
• 213% increase in attractiveness
• 5% reduction in site exits
• and most importantly a 21% uplift in conversions

Win.

If you were to recommend Contentsquare to a friend, what would you say?

I’d say that as powerful as the tool is, that isn’t the best thing about it. As a novice, you can be quite overwhelmed with everything going on there — digesting data can give the best of us brain fog. My biggest takeaway is the support we’ve received from our team at Contentsquare. They’re always there to help us break down what we’re seeing and to help us make sense of why we’re seeing it. I’ve always found it helpful getting an outside set of eyes onto something I’m working on as it’s easy to get bogged down in the detail and sometimes miss the bigger picture, so having our regular sessions with the CS team definitely helps with that and is very much appreciated.  

Finally, please share your top 3 UX tips.

• Challenge EVERYTHING.
• Small changes can produce HUGE results.
• Above all else, listen to your customers. Without their voices being heard, you don’t have a product.

Hear more from Petar at Champagne Breakfast Sydney