We redesigned Superfront’s e-commerce experience with a strong focus on visual expression and presentation.
- Client
- Superfront
- Year
- 2021
- Assignment
- UX design
- Visual design
- Deliveries
- Desktop visual designs
- Prototypes
Background
Superfront is know for creating high-quality fronts, handles, legs and tops that fit IKEA’s cabinet frames.
Since 2013, they’ve built a loyal following for their clean aesthetics, quality materials, and clever way of making everyday interiors feel more personal.
In late 2021, we were brought in to give their e-commerce site a more visually appealing look and to refine the complex purchase flow for building a kitchen.
The challenge
Superfront’s outdated e-commerce site had a complex, unintuitive purchase flow — especially evident when designing a kitchen. Visual inspiration and product selection felt disconnected, causing navigation and orientation issues.
The challenge
We combined inspirational imagery with selectable options in a step-by-step wizard guiding customers through the process. By removing unnecessary navigation in the “Build my kitchen” flow, we reduced clutter and improved orientation.
Step-by-Step wizard
By structuring the purchase flow as a step-by-step wizard, we made it clearer for customers how to buy and what was expected of them. It also allowed us to keep inspirational content contextual and closer to the product interaction.
PLP
We structured the site and navigation so customers could start from a design, a type of furniture, or by building a kitchen — effectively supporting several different customer journeys.
Navigation
A rich, image-based navigation with contextual links — such as guides and Q&As — helps users choose and navigate their preferred customer journey.