The Farmhouse Restoration Co. is a Leeds-based furniture restoration business run by two brothers, offering custom-designed, durable pieces at affordable prices by sourcing high-quality second-hand furniture.
As my own business, this project was especially meaningful. Leveraging three years of user research, I designed a website that streamlines browsing, price comparison, and highlights our ethos and sustainability practices.
After three years on Facebook and a basic Squarespace site, I wanted to enhance our digital presence. Using my UI/UX skills, I conducted user research, designed wireframes in Figma, and built the final site in Webflow.
Customers face key challenges when buying dining furniture:
- High costs for new pieces, while cheaper alternatives lack durability.
- Limited options for finding the perfect size and colour.
The goal was to bridge this gap by designing a seamless browsing and purchasing experience that boosts sales, increases conversions, and drives enquiries through the website.
User Research: Conducted face to face testing, observing customers navigate the site. Collected insights through user surveys and post-purchase feedback.
A/B Testing: Tested hero images, product carousels, CTA's and purchase flow optimisations to improve conversions.
UX redesign: Created wireframes and high-fidelity prototypes in Figma, refining:
- "Tops Picks For You" to showcase the best sets.
- USP & trust banners for stronger credibility.
- Content pages reinforcing the brand's sustainability focus, based on user feedback.
Conversion rate rose from 6% - 12%.
Site purchases rose by 20% in 1 month.
Bounce rates in the checkout stage dropped by 30%.
80% of users found the new, user-friendly design intuitive and easier to navigate.
The Farmhouse Restoration Co. Deck
Key Takeaway: Iterative design and usability testing are crucial for creating user-centered, high converting experiences.
Impact: The redesign improved navigation, product presentation, customer support, boosting engagement and conversions.
Next Steps: Enhance product pages, purchase flow, search and live chat for seamless user experience.
