Driving B2B sales for a rug and furniture brand with design.
Year
2021-23
Category
Digital and Graphic Design
Scope
Web design, campaigns, photography
From Dec 2021 to July 2023, I worked in house at The Rug Collection as a designer and digital assistant. I was involved in reaching milestones such as prepping the B2B site for online sale capabilities, redesigning information pages, refreshing the way we do in-house photography, and creating an annual magazine to distribute at international fairs and networking events.
Juggling many varied tasks, I worked off a weelkly checklist and dedicated different times to different tasks. It was important to plan and check in with my team to ensure I was on track. Some tasks that influenced my design included:
- Staying up to date with interior trends
- Competitor analysis
- Web audits
- Reflecting on EDM feedback and social media engagement
Pushing the boundaries of a minimal brand.
The visual design system was established prior to my involvement. The brand is very plain as The Rug Collection houses a wide variation of styles and does not want the branding to over power the products.
In saying that I cleaned up the brand by introducing a design system dictating heading and body fonts, established an atmosphere for photography - using natural light when possible and a muted colour palette.
Photography
Beautiful imagery sells more product.
Initially we were taking all our photography at the warehouse. I planned and styled insitus with the help of the marketing manager to run our first in-house shoot at the showroom.
KPI: Generating rug quote requests
Website info pages
Info pages that guide customers on what to buy and how to care for their products.
Many users were coming onto the website through the rug size and placement guide via Pinterest. It was outdated and had no references to the current product range. I redesigned the content and design of the page to reflect the current range and then rolled it out into a campaign across social media.
Homepage
Crafting a landing page that boosts user engagement and prolongs time spent on the site.
The furniture sub-brand of The Rug Collection, Tallira needed a home page. The goal was to keep users on the page for as long as possible. I emphasised our most popular collections and categories which related to user's needs, such as knowing what was in stock.
Transforming research insights into an effective home page.
Through competitor research and heuristic analysis, I identified our site was lacking clear messaging about what was in stock, what makes Tallira unique and what Tallira's unique offering points were. Drawing off these insights, I structured the content and wireframed the landing page.
In the end the marketing manager decided to implement my design on The Rug Collection home page instead.
KPI: Longer engagment with the page
Magazine
Creating a magazine showcasing our best sellers.
I designed a 100 page magazine which was distributed to our largest customers. This led to further purchases from our staple collections by large clients such as Harvey Norman and Freedom Furniture.
KPI: Spreading brand awareness
Catalogues
Keeping clients up to date on our product range.
A big part of my role was maintaining the catalogues, look books and spec sheets. As they were interactive PDFs, I make them interactive, urging viewers to view the product online.
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