Founded in 2006, Muuto is a contemporary furniture company rooted in Scandinavian design. In April 2021 it was announced that Herman Miller, Knoll, and all their brands – including Muuto – combined to form the collective MillerKnoll. The North American direct-to-consumer Muuto website launched in October 2022 under the MillerKnoll collective.
As the Ecommerce Manager and SteerCo member of us.muuto.com, I was a key member in launching this DTC business. I led the North America Muuto launch GTM marketing strategy, digital roadmap, 3rd party prioritization, ERP (Netsuite) integration & digital product development from conceptualization, design, and development. The project was conducted with internal engineering, product management & web design teams as well as an external development agency, Capgemini.
Project Objectives
Launch a Muuto eCommerce site in the US that meets all customers’ needs, exceeds customer expectations, expresses the brand appropriately, and fits in effortlessly with the US MillerKnoll eCommerce experience.
Implement systems, processes and tools which provide customers with the highest level of transactional support for orders placed on the new site, including customer care (pre- and post-sales) and logistics.
Role: Ecommerce & Product Manager
Project Date: April 2021 - May 2023
Skills used: product management, KPI defining, prototyping, UX/UI design, a/b testing, product marketing, GTM planning, leadership, presentation, agile method
Process: Component Library
We began with our internal UX research team to conceptualize branded site components that would function seamlessly. Next, we brought in an external design firm, The New Company, to assist us with style guides and a component library. The web design team then began rounds of component designs (see below). After the wireframes were submitted, we conducted an intensive UAT (user accepted test) phase to ensure functionality.
Process: Email Journey
We began using a new email service provider, Zeta, therefore we needed to ideate a completely new email program, starting with 0 subscribers. Created Welcome journey, Abandonment Series, Post Purchase, Win-Back Series, and Wishlist campaigns to align with Muuto’s branding. We launched our first acquisition strategy as a sweepstake on Dwell.com. In order to win, entrants clicked through to a cloud page and entered their email. This garnered over 11K entries and 6K subscribers to our email program.
