Project

west elm WORKSPACE

west elm WORKSPACE

Challenge

We were asked to redesign and redevelop west elm WORKSPACE's digital channel to streamline operation of the site and better meet the complex needs of consumers and industry professionals.

Approach

Our process was fueled by rapid research, interviews with internal and external stakeholders--as well as close collaboration with the WORKSPACE team. This helped us launch early and helped west elm set up internal pathways to support the site’s new role as a hub for all things WORKSPACE.

Value

Our redesign better emphasized the products themselves, opened new lines of communication between dealers and customers, and allowed west elm WORKSPACE to become just as expressive as their home-focused brand. The site was recognized by the 2017 Webby Awards as an Honoree in the Web > Shopping category.

Lean research & validation

To discover our audiences, we conducted a battery of interviews with merchants, webmasters, furniture dealers, west elm salespeople, and internal stakeholders. These insights paired with market research gave us a strong idea of current customer needs and preferences. We distilled our focus to two primary audiences for the west elm WORKSPACE, which refined our strategy for what was most needed in the new website.

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Digital product experience architecture

Our redesign emphasized the products themselves, aligned with west elm’s goals of making their customers’ workspace as beautiful as their homes. We completely overhauled product page templates and examples to better showcase their imagery. We also prioritized creating a clear and consistent informational hierarchy for product information on each page. We then built the editorial portions of the page around this hierarchy, to create a unified design experience.

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Digital product design & build

Our developers entrenched themselves in west elm’s content management system to learn it — and push beyond its native capabilities. With a variety of customizations and upgrades, we enabled new features and enhancements that gave west elm much greater control over the design and content on the site.

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