Warmth, safety and design together to make your dream come true

Reorganising all product presentation sessions and adding new brands to a website that aims to be a catalog to serve end consumers and resellers but was built from an e-commerce structure, was the initial challenge delivered to me by Agência Sawi for one of its most promising customers of 2020, Cia do Móvel.

When I took over the project and started the process of immersion with the client, I realized that the problems were not only these but also passed through a visual and commercial language that was not very consistent with what the brand wanted to say. A confusing information architecture in a design with little personality and little vitality. When starting the user research and his journey to what was really relevant, I decided that it was not enough to rethink the structure and the look but all the design language and brand identity through its website and that’s what I did.

With little time and many ideas when researching the user profile I did some basic A/B tests of direct impact with images and simple searches for products and I cannot say that the results were surprising since they were very obvious problems that needed to be solved.

As it is not the intention of the brand to have an e-commerce but only a catalog of products, the product page needed to be rethought, better used and needed to have a function of advertising rather than marketing and that is what I suggested. The idea was to transform the product page into a kind of virtual showroom presenting scenarios that value the product and feeding the customer’s dream of having it exactly that way. It was also important to present the complete product data, color variations and at the customer’s request, giving the customer the possibility to choose to buy online or through their resellers in physical stores.