50 STORE
Revamping a vintage furniture website for boosted engagement.
In today's digital world, the first impression is often made by a company's website. That's why I undertook the comprehensive redesign of our client’s website, which specializes in selling restored 1950s furniture.
This project aimed not only to enhance the aesthetics but also to improve the functionality of the site, directly influencing an increase in conversions. Addressing these issues effectively required a deep analysis of existing pain points and the application of modern UI/UX practices to create a space that truly reflects the value of the products offered.
Services provided:
UX Analysis
User Interface design
Art Direction
Results and outcome:
Smooth user introduction
Increased engagement
Visual consistency with brand
Optimized costs
Process:
Understanding the problem
Pain Points and needs, analysis
Defining the goal
Solution
Understanding the Problem
I decided to tackle a project aimed at refreshing the client's website. The issues with the old site were quite apparent: an outdated appearance that failed to attract modern customers, an inefficient layout that hindered user navigation, and poor conversion rates that reflected its ineffectiveness. The platform on which the site was originally built was antiquated, lacking the capabilities to integrate with newer technologies or to adapt to current market demands. This lack of modern features made the website feel cumbersome and out of step with competitive standards.
The entire site desperately needed a comprehensive overhaul to make it more appealing and functional. It was crucial to address these fundamental issues to not only improve the aesthetic and operational aspects but also to enhance the overall user experience and engagement, thereby ensuring the site could effectively convert visitors into customers.
Pain Points, needs, analysis
During the analysis of the website, I identified several key issues that significantly impacted its effectiveness. First and foremost, the product photos were too small, failing to convey the true quality and detail of the items offered. Despite being professionally taken, their reduced size made it difficult to appreciate the craftsmanship and appeal of the products, which is crucial for capturing customer interest. Additionally, the product offerings were not only outdated but also disorganized, leading to a confusing shopping experience. The website's navigation was poorly designed, complicating the process of finding specific items or categories.
Moreover, the communication with customers was vague and lacked the necessary clarity that modern consumers expect, which could lead to frustration and a lack of trust. Visually, the site had an outdated aesthetic reminiscent of the 1990s, which did not match the current web design trends that emphasize clean, attractive, and user-friendly interfaces. These critical issues all pointed to the need for a comprehensive overhaul to modernize the website and make it more aligned with current user expectations and industry standards.
Solution
The project aimed to build a new website from scratch that was not only modern and elegant but also emphasized large, clear product photos, essential for showcasing the unique characteristics of the restored 1950s furniture. I decided to make the site multilingual to open up the store to international markets. I opted for a redesign using a new, more flexible platform that allowed for better content and product management.
I designed a new navigation system that makes it easier for customers to find the products they are interested in. Large, attractive photos were introduced, becoming a central feature of the site's design. The communication with customers was also rethought, simplifying the understanding of the purchasing and delivery process.
A simple onboarding process with animations was designed to introduce users to the dashboard's key functions during the first launch, ensuring an easy and comfortable start.