Fantastic Furniture
Data-led redesign: Years of experimentation insights guiding a full website facelift.
Design Lead
8 weeks
Design system, responsive website layouts
Background
Fantastic Furniture were replatforming and needed a new look and feel that moved away from ‘budget’ towards ‘affordable quality’—without impacting the site's performance.
Approach
I started by trawling through four years of experimentation results to figure out what worked, what didn’t, and what customers actually cared about. Using those lessons, we redesigned the site from the ground up—modernising the brand without losing the simple, practical experience customers expected.
At every step, I was able to make design decisions backed by evidence, not gut feel.
Impact
The new site launched in 2023 without missing a beat. It kept conversion strong, lifted the brand image and proved a redesign doesn't have to be risky.
With its refined look and feel, the new site balanced performance with a stronger brand identity, presenting Fantastic Furniture as both affordable and stylish.
Want the nitty gritty?
This case study's pretty light on detail—NDAs and all that. Get in touch if you want to talk shop.
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