AFRA Furniture is a furniture manufacturer based in Montreal, Canada. Main products including various seatings and tables are very welcomed in North America. Aiming at commercial and hospitality projects, online transaction is not considered in this B2B website redesign project because of the choice of the owner. However, offering better customer service is one of the key points that will be covered.
As the leading designer, I was responsible for user research, IA, wireframing, style guide design, prototype and UI design, supported by a junior designer and a dev team in India.
By practising Design Thinking throughout the whole project, we solved the problems from the previous website that have troubled our users for a long time. We saw more hits on our website, and business-wise, we received more orders coming from new users, meanwhile, a lot of positive feedback came from our clients who have been working with AFRA for years.
