Velaro Furniture Case Study | UX/UI Design by Fadi Hakim

Working on the “EverFit” project was a rewarding experience that reinforced the importance of user-centred design, especially when addressing the needs of older adults. The challenges and insights gained throughout the project have greatly contributed to my growth as a designer, and I’m proud of this solution's impact on improving users’ lives.

Services

User Research

UX/UI Design

Prototyping

User Testing

Accessibility Design

Tools

Figma

Notion

Google Analytics

Miro

team

Creative direction

Layla Haddad

Design

Maya Al-Faraj

Nadia Karim

Research Assistant

Sarah Ibrahim

UX/UI Designer

Fadi Hakim

Developers "Dart"

Omar Al-Mansour

Youssef El-Sayed

Project Overview

Velaro Furniture is a contemporary furniture company known for minimalist and elegantly designed pieces. Established in 2010, the brand’s mission is to elevate modern living spaces with simplicity and functionality. My task was to revamp their e-commerce platform to deliver a seamless, intuitive shopping experience that aligns with their modern design ethos while ensuring consistency across web and mobile platforms.

User Research

We began with detailed interviews of target customers to gain insight into their preferences, motivations, and pain points in online furniture shopping. Key findings included:

Research and Insights

• Modern styles (45%) were preferred, and sustainability was an important factor for many customers.

• 60% of users preferred pricing under $500, showing a price sensitivity.

• Mobile traffic made up 60% of the site’s visitors, emphasizing the need for mobile optimization.

• Modern styles (45%) were preferred, and sustainability was an important factor for many customers.

• 60% of users preferred pricing under $500, showing a price sensitivity.

• Mobile traffic made up 60% of the site’s visitors, emphasizing the need for mobile optimization.

Quantitative Research confirmed additional findings:

• Chairs (40%) and sofas (35%) were the most popular categories.

• Customers had high satisfaction with delivery times, which remained an asset for Velaro.

Quantitative Research confirmed additional findings:

• Chairs (40%) and sofas (35%) were the most popular categories.

• Customers had high satisfaction with delivery times, which remained an asset for Velaro.

Interviews

To gain deeper insights into the preferences and behaviors of our target audience in the furniture market, we conducted qualitative interviews aimed at uncovering nuanced perspectives and underlying motivations guiding their purchasing decisions and shopping experiences.

How would you describe your ideal furniture shopping experience?
What factors influence your decision when purchasing furniture online?
Can you share a recent experience you had while shopping for furniture?
What features or qualities do you look for in furniture before making a purchase?
How important is sustainability or eco-friendliness when choosing furniture?

How would you describe your ideal furniture shopping experience?
What factors influence your decision when purchasing furniture online?
Can you share a recent experience you had while shopping for furniture?
What features or qualities do you look for in furniture before making a purchase?
How important is sustainability or eco-friendliness when choosing furniture?

• User Interview & Survey Outcome

Customers favor modern styles (45%) and sustainability, guiding our product focus.

Mobile traffic accounts for 60%, highlighting the importance of mobile optimization.
Sofas (35%) and beds (25%) are top sellers, shaping our inventory and marketing plans.
Price sensitivity, with 60% accepting prices under $500, informs our pricing strategy.
Customer feedback emphasizes the importance of seamless online experiences and responsive customer service for enhancing satisfaction and loyalty.

Customers favor modern styles (45%) and sustainability, guiding our product focus.

Mobile traffic accounts for 60%, highlighting the importance of mobile optimization.
Sofas (35%) and beds (25%) are top sellers, shaping our inventory and marketing plans.
Price sensitivity, with 60% accepting prices under $500, informs our pricing strategy.
Customer feedback emphasizes the importance of seamless online experiences and responsive customer service for enhancing satisfaction and loyalty.

Survey

Wireframing and Prototyping

Next, we developed wireframes that structured the website and mobile layouts, focusing on a clear visual hierarchy and a fluid user experience. This step laid the groundwork for a seamless user flow, ensuring that customers could easily browse products and make purchases.

illustrating how the design matured

Low wireframes

prototypes

low-fidelity wireframe. "low-fi "

Visual Design and Branding

illustrating how the design matured

User Interface Design

The e-commerce interface was designed with simplicity in mind, ensuring that the product images were the primary focus. Key components included:

• Filter Options: Users could easily filter products by categories, colors, and price range to streamline the shopping experience.

• Product Recommendations: A “You’ll Also Like” section introduced users to more items, enhancing engagement and the likelihood of additional purchases.

• Mobile Layout: The interface was optimized for mobile users, with large, clear CTAs and intuitive navigation that catered to mobile browsing.

The e-commerce interface was designed with simplicity in mind, ensuring that the product images were the primary focus. Key components included:

• Filter Options: Users could easily filter products by categories, colors, and price range to streamline the shopping experience.

• Product Recommendations: A “You’ll Also Like” section introduced users to more items, enhancing engagement and the likelihood of additional purchases.

• Mobile Layout: The interface was optimized for mobile users, with large, clear CTAs and intuitive navigation that catered to mobile browsing.

User Experience Enhancements

Product Pages focused on providing clear product details, with customization options like colors and dimensions easily accessible. Customers could personalize their purchases while staying informed.

Checkout Process:

• The checkout flow was simplified, allowing customers to move from cart to purchase in a few easy steps.

• The Thank You Page confirmed successful purchases, closing the customer journey with positive reinforcement.

User Account Management:

• A clean, minimal “Create Account” page ensured easy access to the site’s features, improving user retention and engagement.

Checkout Process:

• The checkout flow was simplified, allowing customers to move from cart to purchase in a few easy steps.

• The Thank You Page confirmed successful purchases, closing the customer journey with positive reinforcement.

User Account Management:

• A clean, minimal “Create Account” page ensured easy access to the site’s features, improving user retention and engagement.

Conclusion and Impact

The redesigned website for Velaro Furniture led to a noticeable improvement in customer interactions:

• Bounce rates dropped by 35%, showing a higher engagement level.

• Conversion rates increased by 20%, largely due to the mobile-optimized experience.

• Overall customer satisfaction with the shopping process improved by 25%, thanks to the simplified navigation and checkout experience.

The new, modern design not only attracted a wider audience but also positioned Velaro as a leader in both furniture design and user-centric e-commerce experiences.

The redesigned website for Velaro Furniture led to a noticeable improvement in customer interactions:

• Bounce rates dropped by 35%, showing a higher engagement level.

• Conversion rates increased by 20%, largely due to the mobile-optimized experience.

• Overall customer satisfaction with the shopping process improved by 25%, thanks to the simplified navigation and checkout experience.

The new, modern design not only attracted a wider audience but also positioned Velaro as a leader in both furniture design and user-centric e-commerce experiences.