Knoll — Professional Designers Experience

As a furniture maker that makes most of its money on office products, Knoll needed a space where interior designers and architects could:

• Evaluate products - Learn the nitty-gritty details - Understand customization options - Download artifacts such as 3D models and fabric swatches

Initially, we wanted to fully integrate this content into our e-commerce product detail page (PDP), but user testing showed that it confused both consumers and professionals.

In 2012, the famed furniture manufacturer Knoll was up to their neck in digital problems — they had upwards of 7 websites for different divisions and userbases, despite most of the information and functionality being similar.

At CTG I was the lead designer on taking all of those websites and figuring out how to consolidate them all without alienating any of their customer base.

We opted for a dedicated design professional experience while making sure that we reused components and content where possible to maintain cohesion across the experience.

We honed the Product Asset & Detail Page (PADP) to make sure all the necessary content was accessible from the single page.

The site was a raging success across all of its metrics, and we saw an increase in e-commerce traffic from all of the internal non-commerce pages.

"Did I die and go to heaven?" — architect user