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architecturaldepot.com
A UX redesign that drove 41% more revenue, 216% longer engagement and 28% more checkouts.
PROJECT OVERVIEW: Architectural Depot is an e-commerce retailer specializing in decorative millwork products; from ceiling medallions, wall panel moldings to custom railings and columns, service the DIY and Contractor industries.
PROBLEM: The website was outdated visually and structurally. User flow was unclear, confusing and cluttered. Also, AD’s target markets are residential DIYers and commercial Contractors, however, the branding primarily targets the DIYer.
DELIVERABLES: High-fidelity desktop & mobile mockups | Design System + primitives, tokens, styles, variables, etc
TOOLS: Figma, Adobe Suite, Google Forms
GOALS:
Modernize the interface and align brand language to serve both the DIY homeowner and the professional contractor
Restructure the header and sub-header to simplify navigation and product discovery
Reduce friction in the path from product discovery to purchase; with a focus on the product detail page and add-to-cart experience
Build a token-based atomic design system to establish consistency, accelerate development, and scale across the full product
Get It On Video
In addition to the web development and design, Pace Graphics hired me to produce a video showcasing all the products they offer.
