Design Within Reach Revamps Website

July 15, 2020  by Laurie Northington in Business Strategy, Industry   

The new site features improved functionality, enhanced content, easy access to product information, enriched storytelling capabilities, and a streamlined and welcoming look and feel that reflects the company’s authentic, modern product offering. 

The revamped website encompasses many new features to help users make informed decisions and seamlessly navigate their purchasing journey. New functionality improvements include:

• Frictionless filtering and refinement process
• Enriched product content and information
• Fully responsive design for optimal engagement
• Improved taxonomy and product classification structure
• Enhanced customer account management and wish list functionality
• Robust and thoughtful storytelling
• Updated customer assistance and design service features

Recent shifts in consumer behavior show more shoppers are making their furniture purchasing decisions online and as a customer-centric business, the launch responds to this demand. Following more than 110 hours of customer research, in-depth feedback and user testing with more than 200 participants, the site was built to accommodate consistent functionality presented in a more easily accessible format, plus content that answers a customers' questions – key requests from those surveyed. 

"We are thrilled to debut our new website to our clients and visitors who are looking to understand the breadth of Design Within Reach's products and services," said Ben Groom, chief digital officer of Herman Miller. "This website redesign truly ties together utility and brand expression and allows each visitor to have a more engaging and personalized experience."

The new site follows the launch of DWR's next generation virtual chat service, a web plugin that enables customers to video chat face-to-face with trained sales associates who demonstrate products and answer real-time questions regarding purchasing decisions. 

"In the era of COVID–19, we are pleased with our ability to fast track the roll out of this digital strategy. Allowing customers to shop digitally from the convenience of their home while continuing to receive the exceptional service that DWR customers know and expect is something we believe many industries will evolve to," says Groom. "The new site not only bridges the gap between the showroom experience and eCommerce experience, it also does an excellent job of sharing who we are as a company and what's important to us."