BalticSofa

Online furniture catalogue and representational website UX UI design

Refining product discovery and brand storytelling for a premium furniture retailer

The Background and Context

BalticSofa is a Danish-owned furniture company that designs, manufactures, and sells upholstered furniture, offering a wide range of styles from classic to modern. The company needed a website that would reflect its premium craftsmanship, provide an intuitive browsing experience, and effectively showcase its products and designers.

The Problem

The previous website had several UX challenges:

Fragmented brand presentation

Company information was spread across multiple pages, leading to high drop-off rates.

Unstructured product catalogue

Users struggled to navigate and compare furniture collections efficiently.

Lack of designer visibility

The role of designers in shaping BalticSofa’s identity was underrepresented, impacting brand credibility.

Objective

The project aimed to:

Create a modern, high-end design that aligns with BalticSofa’s craftsmanship and premium positioning.

Improve product discovery by refining catalogue navigation and filtering.

Enhance brand storytelling through a unified presentation of company history, values, and design philosophy.

Phase 1

Understanding the Users

After conducting competitive research and evaluating best UX practices, key insights were identified:

  • Users prefer immersive visuals that highlight material quality and craftsmanship.
  • A single-page brand story structure improves engagement and reduces friction in exploring company history.
  • Consistent layout patterns between product and designer pages create a more intuitive navigation experience.

User pain points

Users found it difficult to browse collections, understand the company’s heritage, and access relevant product details.

What users needed

A seamless shopping experience that allows them to explore furniture collections effortlessly while understanding the story behind each piece.

Research methods included:

User behaviour analysis

Evaluated browsing habits (GA data) to determine optimal content structure.

Competitor benchmarking

Analysed leading furniture retailers to identify best practices in product navigation and storytelling.

Baymard Institute UX principles

Applied industry best practices for e-commerce usability and conversion optimisation.

Phase 2

Combining the Insights

Based on the research, strategic design decisions were made to:

  • Unify the company presentation into a single-page format, reducing cognitive load and improving engagement.
  • Optimise product filtering and comparison tools to streamline decision-making.
  • Introduce a dedicated designer section to reinforce credibility and highlight BalticSofa’s craftsmanship.
Phase 3

Design – Building the Solution

Strategic focus areas: Enhance brand perception with high-quality imagery and storytelling. Improve product findability with structured navigation. Maintain a visually cohesive experience across desktop and mobile.

Marketing Website Redesign

  • Developed a sleek, minimalist aesthetic to reflect the premium nature of the brand.
  • Implemented a video background hero section for an engaging first impression.
  • Merged company profile, history, and values into a single, digestible format to increase time spent on site.
Group 512685
Group 512686
Group 512685-1

Product Catalogue & Navigation Improvements

  • Created a structured product listing with intuitive filtering for seamless browsing.
  • Designed 360-degree product previews to showcase furniture from every angle.
  • Streamlined specifications and material details for easier comparison.
The Results

Quantitative Outcomes

40%

Increase in time spent on product pages

due to improved filtering and visuals.

20%

Boost in conversion rates

following the introduction of structured product specifications.

35%

Reduction in drop-off rates

after consolidating brand storytelling into a single-page experience.

Qualitative Feedback

Users:

“The website is elegant and easy to use—it feels premium.”

“I love how I can see the designers behind the furniture. It gives a personal touch.”

Stakeholders:

Praised the refined, high-end look that aligned with BalticSofa’s craftsmanship.

Business Outcomes:

The website redesign strengthened BalticSofa’s brand perception.

The improved catalogue and designer visibility increased user engagement and conversion.

Key Takeaways

This project demonstrated how a refined, story-driven UX approach can enhance engagement and conversion in high-end e-commerce. By streamlining navigation, consolidating brand storytelling, and introducing immersive product visuals, we successfully elevated BalticSofa’s digital experience while reinforcing its craftsmanship and brand heritage.