Creating more engagement with luxurious user journeys

The brand’s old website failed to reflect their unique, current, designer luxury image and hindered user engagement due to poor navigation and a lack of personalisation. This online gap made it difficult to showcase their bespoke, premium furniture collections and translate the personalised in-store experience to the digital space. The site was not equipped to handle the complexities of product customisation, such as choices for size, fabric, fill, and leg type, nor did it provide clear paths for considered purchases that required detailed product exploration. The website needed to be an effective tool for inspiration, customisation, and seamless purchasing, aligning with the brand’s main points of difference.

The approach focused on building a sleek and modern user experience (UX) to allow easy browsing, comparison, and shopping for high-end furniture. The design balanced aesthetics and functionality, using high-quality visuals, smooth navigation, and clear calls-to-action to guide users seamlessly. Innovative product pages with interactive customization tools were developed, letting customers explore and personalise products as they would in-store. A simplified, streamlined checkout process was key to boosting conversions. Tailored user journeys and personalised content were also integrated to align with different personas, ensuring that both casual browsers and serious buyers could find what they needed efficiently and be inspired.

The solution centred on enhancing the online experience to match the brand’s aspirational feel. A standalone fabric sample ordering process made it easy for customers to request swatches, providing an exploratory touch-like experience before purchase. Product pages were upgraded to offer real-time customisation options with fabric filtering, so users could customise items based on their preferences for size, fabric, fill, and leg type. The checkout process was redesigned to be quick and intuitive, improving sales conversions. Additionally, the website emphasised the brand’s bespoke craftsmanship, using inspirational content and a lifestyle blog to showcase the furniture collections and deliver a digital experience that mirrored the seductive nature and individuality of their physical retail stores.