The Conran Shop
Working alongside Pentagram and The Conran Shop’s in-house team, I led the complete UX/UI redesign, translating the new brand identity into a fresh digital experience. Combining product, editorial and brand storytelling with intuitive navigation, refined typography and high-impact imagery, the redesign delivered a 54% increase in conversions and 23% growth in email-driven revenue, strengthening the connection between brand, content and commerce.
Role: Creative Direction, Art Direction, UX/UI Design.
The ‘Build Your Own’ experience presented a complex UX challenge. Customers could configure their sofa by size and format, select from multiple fabrics and add complementary pieces such as footstools and poufs. We designed the journey to make each decision feel clear and intuitive across desktop and mobile, while keeping the product visually engaging throughout. Fabric sampling was incorporated into the experience, bridging the gap between digital discovery and the physical product.
