Rebranding a 3-generation e-commerce business
Rugoutlet is an online retailer specialising in sales for a wide range of rugs. Despite having a diverse product range, the website struggled to attract and retain customers, resulting in low sales and minimal online presence.
The original website lacked clear calls to action and had no payment functionality, which made the shopping experience difficult and limited sales. My goal was to improve usability and accessibility, streamline the purchasing process, and ultimately boost traffic and conversions.
While developing my wireframes, I conducted a comparative review of several rug-store websites to understand best practices in e-commerce design. For the shopping flow, I examined platforms such as Lilla Rugs and Benuta, both of which feature robust and highly detailed filtering systems on their product listing pages. I also looked at broader retail sites like John Lewis and Fenwick, noting how effectively they present comprehensive product information- including materials, dimensions, and care instructions. These insights informed my goal of incorporating similarly rich detail and user-friendly filtering into the website redesign.
For the Rugoutlet website, I chose a palette of deep burgundy, grey, and white to reflect the heritage and craftsmanship of our rugs. The burgundy echoes traditional Persian rug tones and creates a warm, inviting atmosphere, while grey and white provide a modern, balanced, and user-friendly interface.
I selected the Rubik typeface for its clean, modern readability, making product details easy to scan. As a Google Font, it also ensures consistent rendering across all browsers and devices, supporting a seamless shopping experience.
Through regular meetings with the business owner, I gained insight into user needs and customer behaviours, allowing me to design a fully functional, user-centred website that remains in use today. Since launch, the site has increased traffic by nearly tenfold and has become the primary source of revenue for the business, transforming its overall performance.
