Redesigning an Ecommerce Website for an Intuitive Buying Experience
Before
After
Murphy Door leads the industry in innovative furniture, specializing in hidden bookcase doors, hidden beds, and concealed furniture.
Timeline
From explorations to final designs in 6 weeks while making small design tweaks and updates as the site was being developed.
Challenge
Murphy Door specializes in unique, high-quality hidden furniture, which requires a clear and intuitive presentation for customers to grasp the value and utility of the products. Before the redesign, their website faced issues with:
Complex navigation: Products were hard to locate and explore.
Lack of informative product pages: Potential customers were not fully aware of the details or customizable options.
Low engagement: The existing design lacked clear call-to-action elements, reducing the likelihood of customers adding items to their cart.
I reorganized the site’s structure, prioritizing clear product categories. The new navigation design allowed users to easily filter by product type, use case (e.g., shop by room, beds), and customization options.
Product Page Redesign
Each product page was reimagined to:
Highlight key features upfront with visual icons and concise text.
Include large, high-resolution product images showing different customization options.
Feature an expanded view of select products, allowing users to better visualize the furniture in their space.
Call-to-Action Optimization
I introduced stronger, more visible calls to action across the site, including:
A sticky “Add to Cart” button on product pages.
Clear product pricing and customization options, with a simplified path from browsing to checkout.
Mobile-First Design
Given the increasing number of mobile users, the redesign was optimized for mobile navigation and purchasing. This included large, tappable elements, a mobile-friendly menu, and an easy checkout process tailored to small screens.
Re-designed checkout experience
Following the redesign, Murphy Door saw significant improvements:
Revenue Increase
The new design led to over a $4 increase in revenue per user, as users were more inclined to explore and purchase products.
Add-to-Cart Boost
There was a 10% increase in add-to-cart actions, with the streamlined navigation and informative product pages leading to higher engagement and purchase intent.
User Feedback
Customers praised the website for its modern design and ease of use, noting that it was now simpler to understand the value and features of Murphy Door’s hidden furniture.