As a family-owned and operated business, they manage every aspect of production in-house, maintaining quality control from design to delivery. We overhauled their Shopify site, creating an ecommerce experience that reflects their commitment to craftsmanship and sustainability while streamlining their digital operations through a refined admin system.

With just 2 showrooms nationwide, Woodwrights required a digital presence that could bridge the sensory gap and emphasise their key USPs. We designed an ecommerce experience that reflects their commitment to quality and craftsmanship at every touchpoint. New fonts were introduced through a soft brand fresh, further elevating the experience to align with the calibre of their offering. 

Building customer confidence to make high-value purchases was a key consideration. To achieve this, we implemented streamlined user pathways and refined information architecture to guide users toward informed decisions.

An immersive experience

To engage users and encourage exploration, oversized imagery—at least 120% of the screen height—is employed throughout the site. This invites customers to scroll while showcasing the fabric, finish, and craftsmanship in vivid detail. Large featured collection blocks on the home page blend product cards with lifestyle imagery to offer an inspirational preview of the range.

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Highlighting materials 

The materials library allows users to explore timber, upholstery and powdercoat finishes in detail, a crucial feature given the limited showroom presence. Large swatches offer an immersive view, with the option to add samples to the cart directly. Clicking on a material reveals additional information on composition and attributes as well as examples of the material in use. 

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Preferential browsing

A toggle on the home page allows users to switch between product renders and lifestyle imagery, offering a flexible browsing experience that caters to those who seek out details versus aspirational context. 

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Guiding purchase decisions

In the absence of showrooms, users are seamlessly guided through key purchase decisions. Product pages feature comprehensive specifications with key details displayed above the fold, while diagrams and downloads provide an extensive overview further down. Features like the Comfort Profile assist with customisation, allowing users to choose their ideal firmness and filling.

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Expert recommendations

On product pages, Woodwrights present their upholstery recommendations above the fold. A broader selection, complete with cost calculations is available further down for those—like interior designers—who prefer a more individualised experience. 

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Improved discoverability

Collection pages employ thoughtfully organised sub-categories that encourage exploration and inspire new possibilities. By allowing users to browse by room, discoverability is enhanced, revealing products they may not have initially considered for their space.

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Project planning 

Once logged in, customers can create and save multiple wishlists, allowing them to manage and plan several projects simultaneously—an invaluable feature for trade professionals and multi-project planners alike.

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