India
The challenge was to translate UCUORO's physical environment—a high-touch, exclusive, appointment-only gallery experience—into a scalable, digital platform.
The core problem:
How can we design a website that conveys the brand’s artistic integrity, luxury, and exclusivity, while effectively guiding high-net-worth individuals (HNWIs) and professional interior designers toward the primary conversion goal: booking a private viewing appointment, rather than facilitating a standard 'Add to Cart' transaction?
Our strategy was grounded in understanding the high-end consumer and competitor landscape.
Target Audience Interviews (N=20)
HNWIs and Interior Designers. Focus on decision criteria: Artistic Storytelling, Material Quality, Exclusivity, and Service.
Competitive Analysis
Review of 10 global high-end/couture furniture brands (e.g., Minotti, Boca Do Lobo). Identified trends: Oversized imagery, minimal navigation, dark/moody color palettes.
Conversion Goal
Primary KPI defined as 'Book an Appointment' (micro-conversion: 'View Collection Lookbook').
Key research findings:
Storytelling Sells Exclusivity: Our target audience is driven by the narrative behind the piece (e.g., "Inspired by Gustav Klimt") more than basic dimensions. The artistic context is the luxury differentiator.
Visual Immersion is King: High-resolution, full-bleed imagery that showcases texture and scale is non-negotiable. Fixed-width, small gallery images felt cheap and inadequate for the product tier.
The CTA Must Reflect the Value: Placing a standard "Buy Now" button would undermine the brand’s exclusive, high-service approach. The website must act as a 'digital invitation' to the physical Salone.
Discovery & Strategy
We defined the three core brand pillars: Artistic Mastery, Sculptural Form, and Invitation-Only Exclusivity.
The primary strategy became: Design for Aspiration, Convert via Appointment.
We flipped the traditional e-commerce IA.
Priority Navigation: Collections (narrative/artistic theme) were elevated above Categories (utility).
Simplified Hierarchy: Minimized menu depth to ensure users could quickly immerse themselves in the visual content. The main menu became: HOME, COLLECTIONS, STORY, CONTACT, LOOK BOOK.
Prototyping & Validation
We developed a high-fidelity prototype focusing on the Collection-to-Appointment flow.
A/B Testing: Tested two main CTA placements. The final choice was a persistent, subtle "Book an Appointment" button in the header, always accessible but never intrusive.
Usability Testing: Confirmed that users felt the site accurately reflected the high price point and exclusivity of the brand. Feedback was integrated to polish navigation labels.
