DeCasa
A furniture store that starts with your room, not a catalogue.
Furniture is a big, hard-to-return buy. In Jordan nearly everyone is online, but few people buy online yet.
Start from the room, not the catalogue. Show sizes, every fee and how to pay before checkout.
A desktop and mobile web store: Build your room, compare, collections, deals, bulk orders, gift wrap and an admin panel.
- What we did
- UX research
- UX/UI design
- Web + mobile
- Sector
- Home & furniture e-commerce
- Market
- Amman · Jordan
The insight
Size worries beat choice
Shoppers don’t lack options. They can’t tell what fits.
- 60%of UK shoppers bought the wrong size onlineFixtuur survey via LogisticsIT, Dec 2025
- 6%used “View in Room” AR; 79% went to photos firstBaymard, May 2024
- 40%abandon carts over extra costs like deliveryBaymard, Sep 2025
Who it’s for
Three ways to furnish
Primary persona
New homeowner
Furnishing a first home, one room at a time.
Newly moved or married · Amman · buys big items rarely
Would rather see it fit than imagine it.
Synthesised from research, not a quote
Goals
- Furnish a whole room that fits and matches
- Know the total, delivered
- Pay the way they trust
Frustrations
- Guessing sizes from text
- Pieces that don’t match
- Delivery and assembly costs appearing late
Behaviours
- Measures the room and saves photos
- Compares showrooms and online
- Often pays cash on delivery, the market norm
What it means for the design
- Build your room from a floor plan
- Collections that match
- Every fee in the cart
Job to be done
When I’m furnishing a room, I want to see what fits the space and what it costs delivered, so I can buy once without a return.
Business buyer
Furnishes offices or rental units; needs many units at a better price.
Bulk order request
Careful comparer
Weighs two or three options for the best value.
Compare, favourites, deals
Proto-personas · built from desk research, competitor review and the design file · assumptions to validate with client data
Customer journey
Furnishing a living room
The new homeowner, from empty room to assembled.
| Stage | 01Inspire | 02Plan the room | 03Choose | 04Pay | 05Deliver |
|---|---|---|---|---|---|
| Doing | Moves in, needs a living room | Measures, guesses what fits | Compares sofas across shops | Checks delivery and payment | Waits, then assembles |
| Touchpoints | Instagram, showrooms | Website, floor plan | Product pages, compare | Cart, checkout | Delivery team |
| On their mind | Where do I start? | Will this fit the room? | Which is better value? | What’s the total delivered? | Who assembles it? |
| Feeling | |||||
| Pain points | Doesn’t know where to start | Wrong size is the top return reason | Hard to compare like for like | Fees appear late; prefers cash | Assembly cost surprise |
| Opportunity → design | Collections and seasonal edits | Build your room: plan to furniture | Compare and favourites | Itemised cart and gift wrap | Next step: show assembly fees early |
Current-state journey · Proto-journey from desk research and the shipped design · to validate with client data
User flow
Furnish a room
Floor plan first, then only what fits it.
- 01Home
- 02Build your room
- 03Categories for that room
- 04Product · size, colour
- Buying many?Yes → bulk order request
- 05Cart · every fee
Home
Offers first, rooms close by
Deals, categories and seasonal edits on one scroll.
Desktop home · Product page, mobile
Signature flow
Build your room
Pick a room on the plan, then shop only what fits it.
Buy
Clear price to the last dinar
Dimensions on the page. Gift wrap and fees before checkout.
Design decisions
Every choice has a reason
What we chose, and the evidence behind it.
- 01
Build your room
60% of UK shoppers in one survey had bought the wrong size online. A floor plan answers “will it fit?” before browsing.
Fixtuur survey via LogisticsIT, Dec 2025
- 02
Photos and plans, not AR
Only 6% of furniture shoppers used “View in Room” AR; 79% went to product images first.
Baymard, May 2024
- 03
Bulk orders
Brings in a second kind of buyer, for office and rental fit-outs, without a separate store.
Our reading of the market
- 04
Every fee in the cart
Extra costs are the top avoidable reason for abandoned carts (40%).
Baymard, Sep 2025
