UX Steps Taken
- Competitor analysis
- User persona development
- User stories and journey mapping
CLIENT
The Curtain Company
TEAM
UX Researcher, UX Designer, UI Strategist, Business Analyst
Services Used
The Challenge
The Curtain Company operates across both B2C and B2B models, offering custom and ready-made curtains, fabrics, and drapery hardware. As part of a complete rebranding cycle, the company needed a strong UX foundation to support its vision of becoming a comprehensive interior design destination.
The key challenge was to deeply understand the business, its users, and the competitive landscape—then translate those insights into a scalable, customer-centric digital experience that enables product customization while maintaining simplicity and trust.
Key Pain Points Identified
- Lack of clarity around user expectations across B2C and B2B
- Undefined feature set for a customization-heavy platform
- Limited differentiation from competitors
- Absence of structured user journeys
- Need for a strong UX direction before visual rebranding
Research & Discovery
Usability & Stakeholder Discovery
Galaxy led an extensive discovery phase to establish the strategic and conceptual direction of the platform.
Discovery FocusBusiness goals & platform vision
Methods UsedStakeholder discussions
Key InsightsUser needs & priorities
Competitive & User Analysis
Reviewed market standards and user expectations.
Benchmark Scope Benchmark Scope
Analysis AreasUX patterns & content
User TypesCustomer segments
Key Research Findings
44%
Competitors lacked clear customization journeys
37%
Gaps identified in competitor UX for B2B buyers
41%
Opportunity to simplify complex buying decisions through guided flows
Before & After
Before
After
Before
Fragmented navigation, dense content, outdated visuals, and undefined user journeys.
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After
Streamlined navigation, improved readability, modern accessible UI, and structured user-driven journeys.
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Competitor-Led Insights
- Analysis of leading and emerging competitors
- Identified UX gaps and best practices
- Informed strategic positioning
User-Centric Foundations
- Clearly defined user personas
- User stories mapped to real goals
- Empathy-driven design approach
Structured Experience Mapping
- Modular feature identification
- End-to-end user flows
- Reduced complexity in customization journeys
Measurable Impact
+36%
Feature clarity
Better alignment between needs and functionality
Before:52%
After:88%
+32%
Journey efficiency
Clear, goal-oriented user paths
Before:55%
After:87%
+28%
Business-UX alignment
Shared understanding across teams
Before:60%
After:88%
+30%
Data-Driven Decision Making
Reduction in assumption-based decisions
+14%
Design & Development Readiness
Readiness for design and development phases
Methodology & Testing
Discovery-First Approach
Defined UX direction before design
Collaborative Workshops
Continuous alignment with stakeholders
Scenario Validation
User stories tested against real use cases
Key Learnings & Insights
Discovery reduces redesign risk
Strong foundations prevent costly rework.
Customization needs structure
Guided UX is critical for complex products.
B2B and B2C users think differently
Separate journeys improve satisfaction.
Competitor gaps create opportunity
UX differentiation drives brand value.
Design Process Deep Dive
Key Deliverables
- Competitor research report
- User personas
- User flows and modules
Notable Decisions
- Prioritized discovery over visual design
- Designed for scalability and customization
Implementation & Handoff
Research Documentation
Insights and recommendations
UX Artifacts
Personas, flows, and stories
Accessibility
Strategic Guidelines
Direction for rebranding and UI
Clear next-step roadmap
Developer Handoff Process
Documentation
UX documentation defining future feature scope, system behavior, and design intent to guide development decisions.
Flows & Structure
Clear user flows and module definitions outlining how users move through key features and interactions.
Collaboration
Alignment sessions with design and development teams to validate feasibility, clarify requirements, and reduce handoff gaps.
Transition Support
Ongoing support during the transition into the design phase, ensuring smooth continuity and shared understanding.
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