Web Design Background

Crucial Trading

Client

Crucial Trading

Location

Birmingham

Services

Website Design

Website Development

UX/UI Design

Design System

3D Design

Three.JS

WebGL

A New Online Presence Doubles Visitors

Crucial Trading offers premium floor coverings, carpets and rugs to customers looking to add a touch of luxury to their homes.

An already well-respected brand, they required a complete redesign of their current website to help modernise their online presence, improve user experience and instil confidence and consistency.

The KIJO team worked with the client from the very start of the process, going through a discovery phase together where we identified key project goals, current problem areas and the user personas of Crucial Trading’s customer base.

988%

increase in rug orders

7.8%

increase in total sample orders

9.3%

increase in samples per orders

10.3%

increase in value of samples orders

Crucial Trading

Hero Banner

Powerful slider putting Crucial’s high end imagery at the forefront of the design. The slider prompts you to dive deeper into each material with dynamic CTA buttons.

Crucial Trading
Crucial Trading

Floor Coverings Menu

There was a key focus put on user experience with an intuitive mega menu featuring slider functionality for the Floor Coverings menu.

Crucial Trading
Crucial Trading
Crucial Trading

Navigation

We refined the navigation for a more consistent aesthetic across all of the dropdown menus. Another achievement was the ability to include a lot of top level navigation items by using icons in conjunction with hover effects.

Crucial Trading

Design System

Due to the amount of amendments made to the website over the years without a design system in place, there were a lot of design inconsistencies. We created a system focussing on typography, buttons, spacing and colours to ensure consistency across all devices.

Crucial Trading
Crucial Trading

Product Pages

The product pages didn’t inspire the user to make a purchase decision due to the lack of real life photography. We introduced a split screen product page allowing us to integrate lifestyle photography.

Crucial Trading
Crucial Trading

My Account

An engaging account area allowing users to access saved rug designs and view the rug in their space by downloading the AR app.

Crucial Trading

Calls to Action

Universal call-to-action aligning with the clients goals of follow up orders and brochure downloads.

Crucial Trading
Crucial Trading

Rug Builder Dashboard

An engaging introduction to the rug builder built to inform users of the process and inspire them with some popular rug designs.

Crucial Trading
Crucial Trading

On-Boarding

Previously, as a new user, it wasn’t clear how to use the Rug Builder or what its purpose was. We introduced a step by step guide onboarding the user from start to finish.

Crucial Trading
Crucial Trading

Rug Builder Redesign

We have made a number of improvements to the rug builder both from a visual perspective and user experience.

Crucial Trading
Crucial Trading

Redesigned UI

The UI was completely evolved with new features including a top bar navigation reducing clutter from the 3D rug area, the ability to save and open saved rugs and the ability collapse panels putting maximum focus on the rug design itself.

Crucial Trading
Crucial Trading
Crucial Trading

Statistics

One of the clients goals was to gain more data and understanding of trends and demand on the rug builder. We introduced a statistics dashboard featuring numerical stats and data on the most popular materials that were selected by their audience.

Crucial Trading
ProMD Health