The Crate & Barrel eCommerce brand marketing team collaborated with the product design team to explore and brainstorm ideas for elevating existing web pages. The challenge was to redesign at least two pages (desktop and mobile) using inspiration from marketing and design goals. Key design principles included simplicity, mobile-first, modern UX, editorial style, and differentiation.
Wireframes explored three layout variations for the furniture super-category page, with a focus on a simplified mobile header and promo banner. We tested image vs. category focus and made modules more shoppable.
The supercategory page featured three modules: personalization, new collection hero, and shoppable UGC. Desktop navigation was simplified, and mobile navigation was updated to a scroll bar. Based on UX research, personalization was prioritized on both desktop and mobile, with a "quick add" pop-up for mobile to view products without leaving the page.
For the mobile collection page, we added modular navigation and seating thumbnails to highlight available options, addressing a gap in the current design.
Team members:
Sr. UX Researcher: Vincent Cialdella
Senior Interactive Developer: James Conroy
