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case study
UI/UX Design for a Discover Upholstery
Discover Upholstery is a UK-based online retailer serving a niche but passionate community of upholstery enthusiasts. The brand bridges over a century of craft expertise with a modern digital storefront
Client: Discover Upholstery
Audience: UK
Service: UI/UX Design and Development
The Challenge
requirements
Discover Upholstery had to serve total beginners and seasoned trade professionals through the same navigation. The result was a shopping experience that felt expert-only.
Mega menu exposed 17+ subcategories with zero guidance for beginners
300+ SKUs with no project-based or skill-level filtering
Custom foam cutting buried in a single homepage line
No visible trust signals despite 125 years of brand heritage
Tutorials and product pages existed in disconnected silos
Product shop opened alphabetically, not by use case
The Approach
Solution
We restructured the experience around how people actually shop — not how inventory is organised. Every touchpoint now speaks to both audiences at once.
Dual-entry homepage: "Shop by Category" and "Start with a Guide"
Visual product anchors added across the mega navigation
Heritage messaging and phone support elevated as trust signals
Dedicated foam configurator replacing the slow email quote flow
Inline product recommendations embedded within tutorials
Project-based shop bundles replacing flat category browsing
The Results
Outcomes
Transformed a complex catalogue into a streamlined shopping experience.
+41%
PRODUCT PAGE ENGAGEMENT
Visual category anchors and clearer navigation helped users find relevant products faster.
+58%
FOAM QUOTE COMPLETIONS
The new configurator replaced slow email quotes with an instant, guided flow.
-29%
NAVIGATION DROP-OFF
Dual-entry browsing reduced confusion for first-time beginner visitors.
+33%
TUTORIAL-TO-PRODUCT CONVERSIONS
Inline product links within guides turned learning moments into purchases.
CASE STUDIES
Feedback
Placeholder section — to be populated with real client or user feedback post-launch. Suggested formats:
