Led UX research for a website redesign that improved product discovery, strengthened inquiry flows, and increased sales outcomes by 40%.
UVW is a premium interiors materials brand offering veneers, laminates, and related products. The website needed to do more than showcase materials. It needed to help architects, designers, and customers discover products, evaluate them confidently, and move toward inquiry.
Overview
The Problem
Users could browse materials, but discovery required too many steps, comparison support was limited, and the path to inquiry was unclear. As a result, the website was more informative than actionable.
The Goal
Improve product discovery, simplify navigation, and create a more structured path from browsing to inquiry.
The Approach
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Conducted 14+ interviews with architects, designers, and customers
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Studied competitor websites and product discovery patterns
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Identified needs around clearer navigation, downloadable assets, saved selections, and better inquiry flow
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Collaborated with a senior designer on the redesign direction
Role
UX Researcher
UX/UI Designer
Team
Product team
Stakeholders
Developers
Duration
20 weeks
The Result
The redesigned experience improved product discovery and made inquiry more actionable, contributing to 40% stronger sales outcomes and helping drive 55% of inquiries into design center visits and in-store purchases. Supporting features like Moodboard and New Products also increased engagement and strengthened product visibility.
Research Foundation
Competitive Analysis
I reviewed leading veneer brands to understand how they handled product discovery, navigation, and inquiry. This helped identify where UVW could create a clearer path from browsing to action.
Most competitors were stronger either in product discovery or in conversion paths. This highlighted an opportunity for UVW to improve both through clearer navigation, richer product cards, and a more visible inquiry flow.
Research at a Glance
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Qualitative: 14+ one-on-one interviews with architects, interior designers, contractors, and customers
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Quantitative: Survey forms to validate broader patterns
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Format: In person and online
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Focus: Product discovery, comparison, and inquiry behavior
Key Research Insights
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Users needed quicker access to product categories
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Product listings did not support confident comparison
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Inquiry needed to be more visible and structured
Key Problems Identified in the Existing Website
1. Product discovery required too many steps
Users could not begin browsing materials directly from the homepage. Product access was hidden behind layered navigation, and the homepage focused more on company information than helping users explore products quickly.
2. Product browsing did not support confident decision-making
The listing experience allowed users to see products, but not evaluate them easily. Product cards had limited information, and filtering and sorting options were too basic to help users narrow choices effectively.
3. The path from browsing to inquiry was unclear
Even after users reached product detail pages, the next step was not structured clearly. The website supported viewing products, but it did not create a strong, visible, or trackable path toward inquiry.
Mapping the system
Rethinking the User Flow
The original experience made users work harder to discover products and take action. The redesign simplified the path from browsing to inquiry by making navigation more direct, product evaluation more informed, and next steps more actionable.
How the Redesign Responded
1. Product discovery became more direct
Users could begin browsing materials directly from the homepage through visible top navigation and clearer product entry points. Instead of hiding access behind layered menus, the redesign made product categories easier to reach from the start.
2. Product browsing better supported decision-making
The listing experience was redesigned to help users evaluate products more confidently. Richer product cards, detailed filtering, and clearer product information made it easier to compare options and narrow choices based on actual needs.
3. The path from browsing to inquiry became more actionable
Inquiry was made visible and structured across key screens, creating a clearer next step after product evaluation. Instead of relying on informal follow-ups, the redesign introduced a more direct and trackable path toward inquiry.
Additional Improvements
Outcome and Reflection
40%
Stronger sales outcomes
55% of inquiries
Converted into design center visits and in-store purchases
2 distinct journeys
Users could shortlist products in Moodboard or move directly toward inquiry
Reflection
This project showed me that for high-consideration products, users need more than a catalogue. They need clear discovery, confident comparison, and a structured path to action.