Knoll — Product Configurator

Knoll's product range spans high variability — from decades-old historical pieces to highly customizable items and textiles. The challenge involved supporting multiple product detail page types within one e-commerce system while maintaining consistency without compromising each product's distinct purpose.

In 2012, furniture manufacturer Knoll faced digital fragmentation with seven separate websites for different divisions, causing customer confusion and inconsistent experiences across platforms.

Strategy avoided prioritizing "above the fold." Different selectors clearly identified product options. Price changes animated visually when options changed. Critical purchase content was prioritized.

Upwards of five different product detail page types were developed. Sales increased for individual products and cross-category purchases.