Bulky website → Conversion rate improvement

DFS, a leading UK furniture retailer, experienced rapid expansion but their eCommerce platform struggled to keep pace. In particular, the complex variety of swatch samples made ordering difficult, which hindered sales growth.

Challenge

- Platform lag: The existing eCommerce site did not adequately support the growing business needs.

- Swatch complexity: A large range of swatch samples was hard for customers to browse and order.

- Goal: Simplify the ordering process to improve findability and overall sales conversion.

Solution

- User Experience Design: Collaborated with Grand Union London to craft a seamless, responsive UX that streamlined product discovery and checkout.

- Information Architecture: Reorganized swatches into standardized, easy-to-navigate product categories.

- Educational Concept: Redesigned the User Interface as a concept project for a LEDU UI course to illustrate best practices.

Results

- Improved conversion rates driven by enhanced UX and clearer information layout.

- Higher customer satisfaction due to simplified product selection and ordering.

- Created a valuable teaching case with the LEDU course UI concept supporting design education.