Mitchell Gold, Bob Williams, a furniture retailer, recently brought in new digital leadership. However, upon assessment, the team realized that the site design and features were outdated. There were inconsistencies in the application of colors and styles, and most pages had overrides. Additionally, the site experience was often clunky and didn't provide the premium feel that the new team deemed essential.
To modernize their website experience and design, I led several projects in collaboration with their new product owner, partnering with digital eCommerce agency Fenom Digital.
Work Included
Style Guide Development
Migration of component library to Figma
Product Detail Page Customization
lead generation pages
Style Guide Development
We agreed that updating their Style Guide and migrating to Figma was an essential first step. Our work included assessing accessibility, simplifying and unifying type styles across breakpoints, refining colors, and rebuilding core elements like CTA styles, form inputs, and other interaction points. Once the Style Guide was approved and implemented, we moved on to PDP revisions, which included updates to their furniture customization tool and core lead-generation pages. See a deeper dive into the Design System Update here.
PDP Updates
Most major online furniture retailers offer upholstery customization as a feature. However, MGBW's customization experience relied on a third-party integration that was clunky and confusing, particularly on mobile devices. To improve the experience, we worked with the product owner to develop a clear, numbered approach to the customization experience. The updated style guide enabled us to quickly implement the UI design and focus on developing an intuitive user experience flow.
The redesign work quickly expanded to include all PDPs, we simplified the product summary presentation, increased the image size utilizing the new grid system, locked the image in place on scroll, and improved legibility.
Design Consultation Booking Page Exploration
The first project that made use of the updated style guide was the Design Consultation Booking Page, this content page had low conversion. We explored several treatments to highlight the consultation options, make the page content more scannable, and to lead more users toward virtual consults.
