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.
increase in rug orders
increase in total sample orders
increase in samples per order
increase in value of samples orders
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.
There was a key focus put on user experience with an intuitive mega menu featuring slider functionality for the Floor Coverings menu.
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.
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.
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.
An engaging account area allowing users to access saved rug designs and view the rug in their space by downloading the AR app.
Universal call-to-action aligning with the clients goals of follow up orders and brochure downloads.
An engaging introduction to the rug builder built to inform users of the process and inspire them with some popular rug designs.
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.
We have made a number of improvements to the rug builder both from a visual perspective and user experience.
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.
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.
Midlands Innovation
