FurnitureFan is the largest online furniture directory for consumers, paid for by manufacture catalog subscriptions.

Challenge:
FurnitureFan.com had never been tested on consumers. Website statistics showed drop off of 80% at the home page, poor retention and difficulty in navigation. Users were required to enter their email addresses before viewing local stores. This registration step resulted in a further 80% drop-off. Usability testing and consumer research revealed large frustrations for consumers.

Result:
After re-categorizing product categories to meet consumer needs, the taxonomy was completely over-hauled (information architecture). Mood boards of different look and feels were created to suit our target audience. Testing was conducted throughout the design process on our target audience.