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Redesigning Curran's
e-commerce sites

Context

The redesign of Curran's two e-commerce sites solved many problems that had manifested over the years. This redesign was part of a larger digital transformation including an updated frontend, CMS migration, and other tech stack upgrades. Curran is a small company focused on catering to design and architecture professionals, as well as design-oriented consumers.

My Role

Product Owner

Lead UX Designer

​Design System Oversight 

​Research

Tools

Figma & Figjam

Jira & Confluence

Platforms

Responsive web design

Problems

We analyzed the old websites (curranonline.com and sisalcarpet.com) and uncovered 3 main issues:

1. Unfamiliar

The customer service team spent hours on the phone and chat each week with customers who couldn't figure out the product customization interface. Users who didn't contact customer service were simply abandoning the sites.

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Opportunity

How might we make Curran's shopping experience more familiar, browsable, and modern?

Goals

We converted our key problems into UX outcomes:

Unfamiliar → Familiar

If we do a great job of implementing a new design system then the UI will feel like a familiar shopping experience so that customers can complete the path to purchase without help from customer service.

Not Browsable → Browsable

If we do a great job of restructuring the sites' navigation and provide filtering, then customers will be able to quickly and easily find what they need so that they don't have to look elsewhere for a smoother shopping experience.

Dated → Modern

If we do a great job of creating a new design system that is based on modern technology and design standards then the websites will be visually consistent and aesthetically appealing to design-forward customers so that they will want to shop with Curran repeatedly.

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Design System

The foundation of this major update was building an atomic design system. This was the first step in achieving our goals for consistency, efficiency and flexibility. I partnered with Curran's content manager and two UI designers to ensure we expertly built all the necessary components.

Design Iteration

The new sites went through several design iterations before we had a shippable design candidate. The UI for customizable products needed to be unique to Curran's product offerings but also feel familiar. We employed progressive disclosure to make sure the customer wouldn't feel overwhelmed. 

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Final Design

After several months of getting buy-in for this major digital transformation, and 5 months of hard design and engineering work, the content team is now building new pages and the sites will launch simultaneously in the Fall of 2022.

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Results

Once these sites are launched the expected results are:

Familiar

Customers will rave about the new design and their time spent talking or chatting to customer service will decrease and conversions will rise.

Browsable

Customers will spend far less time searching for what they need and bounce rates will decrease significantly. We will match our competition instead of driving customers to them.

Modern

People will have an overall positive sentiment toward the new websites because they will be modern, simple, and much improved.

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