Discovery & Research
We followed a structured UX process to evaluate existing experiences, identify journey gaps, and design intuitive, scalable solutions.
- UX audit and journey analysis
- Wireframing key user flows
- High-fidelity prototyping
CLIENT
AAF Furniture
TEAM
UX Designers, UI Designers, UX Writer, Frontend Consultant
Services Used
The Challenge
AAF Furniture’s existing e-commerce website was outdated and lacked the UX maturity needed to support a growing, multi-brand furniture business. The experience did not scale across devices and failed to support both local and international users effectively.
The platform also lacked clear product discovery, consistent navigation patterns, and bilingual support, limiting customer engagement and reducing conversion potential.
Key Pain Points Identified
- Poor navigation and product discoverability
- Outdated UI and inconsistent visual hierarchy
- Limited mobile responsiveness
- No structured bilingual experience
- Checkout flow caused user drop-offs
Research & Discovery
UX Audit
Reviewed existing web and mobile experiences to identify usability gaps and content structure issues across key journeys.
Flows AuditedWeb & mobile core flows
Methods UsedUX audit & heuristic evaluation
Primary FocusUsability & content clarity
Experience Benchmarking
Analyzed browsing, filtering, and checkout experiences against modern furniture e-commerce standards.
Journeys Reviewed Browse, filter & checkout
Benchmark SetFurniture e-commerce leaders
Key OutcomeOpportunity gaps identified
Key Research Findings
Users struggled with category navigation
48%
Drop-off observed before checkout completion
41%
Mobile users experienced layout or interaction friction
60%
Before & After
Before
After
Fragmented layouts, inconsistent navigation
Click to view full screen
Unified design, intuitive navigation across devices
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Structured Navigation
- Simplified category hierarchy
- Clear visual grouping of products
- Improved discoverability across collections
Responsive & Mobile-First Design
- Optimized layouts for mobile browsing
- Touch-friendly interactions
- Consistent UI behavior across devices
Scalable Design System
- Unified color, typography, and component library
- Brand-ready system adaptable across sub-brands
- Future-proof foundation for new features
Measurable Impact
+42%
Improved navigation efficiency
Before:58%
After:100%
+35%
Mobile usability improvement
Before:52%
After:87%
−28%
Checkout friction reduction
Before:44%
After:16%
+30%
Product discovery success rate
Before:50%
After:80%
+25%
Overall UX consistency score
Before:60%
After:85%
Methodology & Testing
UX Audit & Analysis
Identified usability gaps across journeys
Iterative UI Design
Progressive refinement through feedback cycles
Pre-Delivery Validation
Cross-device and interaction testing
Key Learnings & Insights
Navigation clarity drives conversion
Clear structure reduced browsing friction
Mobile experience is business-critical
Majority engagement came from mobile users
Design systems enable scale
Consistency reduced future design debt
UX maturity impacts brand perception
Visual polish directly influenced trust
Design Process Deep Dive
Ideation & Prototyping
Using insights from discovery, we explored and validated design solutions through iterative wireframing and prototyping, ensuring usability and clarity across key user journeys.
- Collaborative ideation and design exploration
- Multiple wireframe iterations for key flows
- High-fidelity interactive prototypes
- Continuous feedback and refinement
Testing & Validation
Before finalizing the solution, we validated designs through usability testing to ensure effectiveness, clarity, and real-world performance.
- Moderated usability testing sessions
- Unmoderated user testing for broader feedback
- Validation of key design decisions
- Accessibility and compliance checks
Implementation & Handoff
Design Finalization
Finalized responsive layouts and reusable components for consistent implementation.
- Locked UI screens
- Responsive breakpoints defined
- Component behavior finalized
Documentation Delivery
Provided clear and detailed documentation to support seamless development.
- Design specifications
- Interaction and state guidelines
- Asset and component references
Developer Collaboration
Worked closely with developers to ensure accurate execution of designs.
- Regular handoff reviews
- Ongoing implementation support
- Design clarifications and refinements
Developer Handoff Process
Documentation
Clear design specifications covering components, interaction states, and responsive behavior.
Assets
Development-ready assets including web and mobile screens along with design system resources.
Collaboration
Ongoing support with regular developer syncs and quick clarification of design intent.
QA
Design validation support to ensure UI accuracy and visual consistency.
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Free Consultation
30-minute strategy session to discuss your goals
UX Audit
Comprehensive analysis of your current experience
Custom Strategy
Tailored approach based on your unique needs
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