E-Commerce Relaunch for a Premium Seating Brand.
/
Context
A grown site structure and 600+ products without filters or direct sales.
Wagner Living manufactures premium chairs known for the Dondola seating technology. On the existing site, users had to choose between Office or Interior before any products became visible. The catalog of 600+ models had no filters, and a direct shop integration was missing entirely.
/
My Role
Lead design across IA, storytelling, configurator, and shop.
I owned the information architecture, the visual design system, the product configurator, the dealer locator, and the shop integration. I also conceived the storytelling around the Dondola technology and the D1 chair by Stefan Diez. At DiNITED, I led the design from concept through handover.
/
Approach & Decisions
Renamed labels for clarity, unified catalog, integrated configurator.
The old menu used brand language like Interior and Professionals that did not match how users actually search. I replaced these with Living and Business Customers. Instead of a forced Office or Interior split, the Products link opened a unified catalog with three filters. This reduced clicks and matched real user intent.
/
Outcome
Live shop with 3D configurator and integrated dealer locator.
The relaunched site went live with a Wordpress CMS, a PCon based 3D configurator showing product variants, a geolocation dealer locator across DACH, and a structured catalog of 600+ products. The brand gained direct sales while users got a clear path from inspiration to configuration to purchase.
/
More Work
Continue Exploring.
Other projects from my portfolio, spanning different industries and challenges.
