We’re rethinking the retail experience with the world’s largest office furniture manufacturer. With the COVID-19 pandemic prompting a dramatic rise in home office spaces, Steelcase turned to CARNEVALE to help reshape their online shopping experience.
Specifically, the company needed to reach people who weren’t ordinarily in the market for office furniture. By putting the customer journey at the forefront, our team explored ways to better visualize and personalize Steelcase’s digital experience.
Greater Than the Sum of Its Parts
We began with a fresh, modern aesthetic. Our team explored and developed what would become a series of reusable, adaptable, interlocking web components. The digital branding renovation included a fresh color palette, typographic system, and icon set. At the same time, a component library was built using an equally modern code base. With the system in place, Steelcase content publishers can freely create brand-consistent pages across its expansive website.
Making Inspiration Easier
Alongside Steelcase’s extensive product catalog is an even larger selection of finishes: upholstery, paints, woods, and metals. With the company’s library of finishes beginning to show its age, CARNEVALE worked within existing enterprise and newly developed data stores, APIs, and technologies to deliver a more intuitive experience. Now customers and designers can quickly browse, filter, and save hundreds of thousands of materials. For Steelcase, it’s a great look.
Your Home Office, Your Way
Despite a vast number of products, Steelcase wanted to personalize the home office buying experience—without the need for people to visit a showroom. The solution came in the form of a 3D product customizer. Combining several enterprise systems, the web-based tool allows users to configure products to their specific needs, right down to the color of their seat fabric. Providing a consistent, real-time experience that would work across multiple devices was no easy feat. The app leverages existing APIs, data, and content and works on several Steelcase sites with diverse server languages, deployment methods, and technologies.
A Best-in-Class B2C Shopping Experience
Working hand-in-hand with the Steelcase marketing and UX teams, CARNEVALE took the snags out of the product browsing and checkout flows across multiple product formats. In the process, we were able to streamline the product catalog. The result is a more elegant user experience and a noticeable boost in sales conversion.
"We were looking for more than a one-off solution. We needed a partner who could step in and explore the retail experience from beginning to end. I couldn’t be happier with the CARNEVALE team and what they continually bring to the table."
Ken Neil, Global Director of Digital Marketing at Steelcase