case study
Transforming the Discover Upholstery Ecommerce Experience
Discover Upholstery is a UK-based supplier of premium upholstery materials, tools and custom foam cutting, backed by more than 125 years of industry expertise. Serving both DIY enthusiasts and professional upholsterers, the business needed a modern ecommerce experience that reflected its heritage while making it easier for customers to discover products, services and educational resources.
Synergi redesigned the website to simplify navigation, improve product discovery and create a seamless shopping journey that supports customers at every stage of their upholstery projects.
From Problem to Solution
A closer look at what the old website was missing, and exactly how the redesign solved it, feature by feature.
Flyout Cart
No flyout cart existed, adding a product meant leaving the page entirely just to see the basket.
Opens instantly on Add to Cart, customers review and adjust items without leaving the page.
Category Based Mega Menus
Subcategories were buried or missing, forcing customers to guess where a product might live.
Surfaces every subcategory on hover; customers reach the exact product type in one move.
Unified Product Variations
Every colour and size was listed as a separate product, cluttering the catalogue for shoppers and staff.
All variations sit under one parent product, selectable directly on the page.
Subscription for Tutorials & Offers
No way to opt in for guidance or updates, every visit started from zero.
Tutorials and offers land straight in the inbox, turning visitors into an ongoing audience.
Organised Product Categories
Products had no clear category structure, leaving customers to dig through long, unfiltered lists to find what they needed.
A clear, prominent category system groups products logically, customers find the right section in a single click from the homepage.
Simplified, Efficient Checkout
The purchase process lacked a clear, guided path, adding unnecessary friction between adding a product and completing an order.
Checkout is now a fast, minimal-step flow, making it easy for beginners and trade professionals alike to complete a purchase quickly.
UI/UX Overhaul
The site had no consistent design system, spacing, typography, and layout varied page to page with no UX principles guiding the experience.
A consistent UI/UX framework now ties every page together, giving the site a cohesive, professional feel that matches the brand's heritage.
Highlighted Core Services on Homepage
Key services were never featured on the homepage, so most visitors never knew they were available.
A dedicated services section now puts core offerings front and centre, seen by every visitor from the moment they land.
OUR SOLUTION
Redesigning the Customer Journey
Simplified Navigation
We restructured the website around how customers shop, making it easier to browse by category, project and product type.
Improved Product Discovery
Featured categories, visual navigation and clearer product organisation help customers find the right products more quickly.
Connected Learning & Shopping
We integrated tutorials, guides and product recommendations to create a more engaging shopping experience and support informed purchasing decisions.
Stronger Brand Presence
Heritage messaging, trust signals and clear service highlights reinforce Discover Upholstery's reputation as a trusted supplier for both DIY enthusiasts and trade professionals.
The Results
A Website Built for Better Customer Experiences
Transformed a complex catalogue into a streamlined shopping experience.
Easier Product Discovery
Customers can now navigate the catalogue more confidently with a clearer structure and improved browsing experience.
Better User Experience
A streamlined customer journey reduces friction and makes shopping simpler for both new and returning customers.
Increased Service Visibility
Dedicated sections for custom foam cutting, tutorials and expert resources make key services easier to discover.
Ready for Future Growth
The redesigned website provides a scalable ecommerce foundation that supports new products, content and continued business growth.
CLIENT FEEDBACK
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