Coalesse approached OneMagnify with the challenge of designing a more usable, fluid, and comprehensive cross-device experience. Coalesse products incorporate stunning design details and we felt that the new website would be a platform to showcase them accordingly. This project brought together collaboration in UX, SEO, design, and development to deliver a highly visible and functional experience.
Keyword research.
Identifying architects and designers.
13%
500
modern conferen
mporary office furniture
e chair
fice credenza
design trends
conference table
office dec
13%
25%
office storage
office lounge furniture
lounge chair
increase in keyword rankings
increase in keyword rankings for product category and detail URLs
Keyword deliverables.
Through our research, we developed a keyword workbook that established keyword clusters related to interior design, architecture, office furniture, and category-level product behaviors. This would give us clear inbound paths for conquesting new A&D users.
On-site deliverables.
Technically and structurally developed.
On-site Deliverables.
We built metadata and on-site workbooks that included page-level meta data and a comprehensive redirect strategy from the old site built in ExpressionEngine. Our handwritten metadata was implemented on every page on the site. Schema was leveraged to properly mark up product information.
Art direction.
Showcasing great product with style and personality.
UX design.
Intuitive and informative.
Sitemap.
We worked with the Coalesse digital team to build the IA such that architects arriving at the new site would intuitively understand where new content and resources exist. We balanced usability goals with SEO goals that were focused on paginating product categories and high-intent informational content.
Wireframes.
OneMagnify's pixel-accurate high-fidelity wireframes helped establish layout, copy, and structural design. With the help of prototyping tools including InVision App and Principle, client approvals were collaborative and efficient.
Visual design.
Design expression from fabrics to interactive devices.
Design comps.
OneMagnify tapped into Coalesse’s asset library, taking full advantage of beautifully composed product photography and lifestyle imagery. Our philosophy was to allow the products to stand out for themselves against a simplified and clean canvas.
Development.
Institutionally executed.
Philosophy.
Parent company Steelcase embraces WordPress to power a number of its enterprise experiences, and we focused on building a back-end experience that would allow their content teams to easily and simply manage new product and content deployment. We produced our traditional HTML/CSS/JS static templates and stitched them into WordPress to minimize any reliance on third-party plugins.
Efficient execution
The new Coalesse website came together in only 20 weeks, which encapsulated a fully custom design all the way through to a hand-coded front end.
JS animated interactions
We used expanded styles and libraries to allow the front end to adapt in an animated and integrated manner.
WordPress
The Coalesse website utilizes WordPress, built with enterprise best practices, hardening, and delivery via WP Engine.
7%
increase in organic search traffic within four months
8%
increase in site traffic
14%
increase in ranked keywords
