Data-led redesign for Fantastic Furniture

Years of experimentation insights guiding a full website facelift.

Role

Design Lead

Deliverables

Figma design system
Mobile, tablet and desktop designs of all website pages
Developer-ready Figma files

Background

Fantastic Furniture was migrating their site to a new platform and saw an opportunity to refresh their look and feel.

As the brand strategy shifted away from ‘budget’ towards ‘affordable quality,’ they needed a design that reflected their new identity.

My goal: elevate the brand without damaging the user experience, using 4+ years of experimentation learnings to guide me.

Process

Discovery
Review 4+ years of test data
Ideation
Design
Handoff

Impact

In 2023, Fantastic Furniture launched their new website to great success. Years of experimentation ensured they could re-platform with confidence, knowing the new site would convert just as effectively as the old one.

With a refined look and feel, the new website balanced performance with a stronger brand identity, presenting Fantastic Furniture as both affordable and stylish.