A less-is-more approach to elevate the brand whilst improving navigational/user flow and visual hierarchy for a large online product catalogue.
Clear visual hierarchy
A number of design elements were stripped back to ensure clear navigational paths and a stronger visual hierarchy to help visualise product collections and sub-collections. A more robust grid structure was introduced to ensure intuitive and consistent positioning of key interactive elements of the user interface.
Using data insights, not assumptions
Initial wireframes were guided by in-depth analysis of competitor sites within the higher-end furniture sector, as well as Google analytics data and Hotjar recordings of website visitor sessions. This ensured design decisions were based on real user behaviour and performance insights rather than assumptions.
Championing the use of site search
In response to data showing higher conversion among search users, site-search was improved via the introduction of subtle text animations and a more immersive search experience housed in a full-bleed dropdown.
Pixel perfect uniformity
Backed by a small but precise design system built in Figma, font sizes, space-between, margins and more are defined as variables to ensure consistency across all website projects.
