In 2013 DFS, a long-standing client came to us seeking a new multi-channel ecommerce website that targeted their quality-seeking credit-based customers and both complemented and accelerated their brand reappraisal. They sought to focus on the quality and detail of their sofas first and foremost over price or sales and wanted to ensure the experience was multi-device optimised to maximise customer engagement.

From analysing both customers’ browsing history and researching furniture-buyer’s device usage we discovered that customers preferred tablets over PC/desktop when researching for their next sofa. A rich, responsively-designed website was therefore developed with an optimised layout and design for tablet-browsing over PC/desktop as the ‘master browsing experience’. The new website was very well received by new customers and clearly reflected the brand’s desire to focus on quality first. In addition user testing identified that the overall experience of selecting a product on the site was significantly improved ensuring an easy journey from browsing through to purchase.