RubensteinTech partners with leading creative firms to build high-end websites and software for web and mobile platforms across the legal, real estate, non-profit, technology, and financial services sectors.
PUSHING THE BOUNDARIES OF THE DIGITAL PRODUCT EXPERIENCE
Wolf-Gordon, a leading designer, manufacturer, and supplier of wall coverings, upholstery, paint, and drapery to top commercial interior decorators, needed to realign their website with their brand, while solving the need for a more innovative product browsing experience.
Wolf-Gordon, a leading designer, manufacturer, and supplier of wall coverings, upholstery, paint, and drapery to top commercial interior decorators, needed to revise their website due to a mismatch in their brand and products and their previous digital presence. Wolf-Gordon has long been an innovator in the space, developing materials that could withstand commercial application in heavy-use areas while pushing the envelope on sophisticated patterns. Their prior website was none of those things, when it worked. For this project, our design partner, karlssonwilker, came to RubensteinTech with a complex interactive experience they had designed, though they were not sure that it could be built. They had previously been told by another development firm that their design wasn’t technically feasible. They found us through another design partner that was familiar with our capabilities and passion for technology and design.
We realized early on that the design was feasible, but that the unique and complex front-end swatch browsing experience that karlssonwilker conceptualized would require extensive collaboration and an iterative design and development approach to get right. Displaying thousands of product image swatches, in high-resolution, could only be accomplished by sophisticated front-end web development and focused optimization.
The complexity of creating the desired experience for karlssonwilker required significant engineering. We built a unique, smooth user experience for the front-end swatch browsing experience, powered by our industry-leading hosting platform and real-time search technologies that ensure immediate responsiveness. On the back-end, RubyContent, our highly-customizable software developed by RubensteinTech to manage complicated website content, powers all of the site’s content, including a complex data integration with the firm’s product management, ordering, and Enterprise Resource Planning (ERP) application. The user experience is optimized to support thousands of swatches. The swatch browsing and search interface are like nothing experienced on other catalog-based websites. We accomplished “the impossible” in creating a web-based experience that is smooth and fast, iPad-optimized, and exactly what the design partner and client had envisioned. We employed our agile, iterative development methods to create a winning approach to a complex problem with many unknowns. The seemingly impossible challenge was solved through thoughtful collaboration, quick and flexible development, and unwavering dedication to creating something new and innovative. The triumph however, was having a client who also valued design user experience above all else, and who was willing to closely with all partners to see their design vision implemented through to completion.
In the 2 year period post-redesign, website viability increased leaps and bounds: +93% sessions, +160% users, +35% new sessions. Overall, we accomplished:
• Successful integration of customized RubyContent CMS
• Full back-end integration with a custom ERP system
• User account management and sample ordering tools
• Complete content migration/import for thousands of product SKUs
Home Page: Visitors are instantly greeted with Wolf Gordon product when they open the homepage. This user experience allows users to engage quickly and efficiently with their offerings.
Seamless Browsing: The experience is optimized to support thousands of swatches. The swatch browsing and search interface are like nothing experienced on other catalog-based websites.
Targeted Search: The search function on the site is detailed and highly targeted. It allows users to narrow products by almost any quality, including color, material, pattern, texture, sustainability and designer.