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Category-first ecommerce design for a furniture brand

Noira, a craft furniture brand, needed an ecommerce site that lets shoppers browse by room while still carrying its craftsmanship story.

Industry

Furniture and Home Goods

Service

Website UI/UX Design

Timeline

10 Days

Website

Noira, furniture brand

[ 01 - OVERVIEW ]

Overview

Project Overview

Noira is a furniture brand selling chairs, tables, and home pieces built around craftsmanship and material story rather than mass-market volume. Furniture shoppers think in rooms first, a lounge chair for the living room, a table for the dining room, but the brand still needed its craft and comfort narrative to carry through the page rather than reading as a plain product catalogue. itcroc LLC designed a site that opens with an aspirational lifestyle hero, complete with a price tag pinned directly to the featured chair, then moves into room-based category browsing and a consistently rated, priced product grid.

[ 02 - PROBLEM ]

Problem

The Challenge

Furniture is bought two ways at once: functionally, by room and category, and emotionally, on
craftsmanship and material quality that justifies a premium price. A site that leads only with a
shelf of products loses the craftsmanship story; a site that leads only with lifestyle photography
makes it hard to actually shop. The homepage had to hold a warm, aspirational hero, a mission
statement about durability and design, a five-category room browser, and a rated, priced
product grid, all in the same consistent tone, while keeping every price and rating formatted the same way so the grid stays genuinely comparable.

[ 03 - DERECTION ]

Direction

Project Goals

• Pin the price directly onto the hero’s featured chair, so the lifestyle photograph doubles as
the first product listing instead of pure mood-setting.
• Let a shopper browse by room and category, living room, bedroom, dining, workspace,
outdoor, before reaching the full product grid, matching how people actually think about
furnishing a space.
• Fix the Marble Side Table price, which shows 349 without a dollar sign while every other
product card shows a formatted price; correct before publishing.
• Show a star rating on every product card in the same position, so quality signal is consistent
across the whole grid, not just on a few items.
• Repeat the craftsmanship and durability language, built to last, crafted for modern living, at
the point of browsing, not only in the mission section, so the premium price stays justified
while a shopper compares specific pieces.A price tag pinned to the lifestyle photo
The hero pairs an aspirational photograph of the lounge chair in use with its actual price, 489
dollars, presented as a pinned tag rather than a separate product card, so the image sells and
informs at the same time.
Room-based browsing before the full catalogue
Living Room, Bedroom, Dining, Workspace, and Outdoor sit as category filters ahead of the
general product grid, so a shopper furnishing one room can narrow immediately instead of
scrolling an undifferentiated shelf.
One consistent format for every product card
Recline Accent Chair, Walnut Shell Lounge, and Oak Utility Stool each carry a star rating, a name,
a formatted price, and an Add To Cart action in the same layout, so comparing pieces does not
require reading each card differently.
Craftsmanship language carried into the shopping moment
Built to last and crafted for modern living reappear near the product grid and category browser,
not only in the mission section, so the premium price stays connected to the durability claim
while a shopper is actually deciding.

[ 04 - OUTCOME ]

Direction

The Solution

A price tag pinned to the lifestyle photo
The hero pairs an aspirational photograph of the lounge chair in use with its actual price, 489 dollars, presented as a pinned tag rather than a separate product card, so the image sells and informs at the same time.

Room-based browsing before the full catalogue
Living Room, Bedroom, Dining, Workspace, and Outdoor sit as category filters ahead of the
general product grid, so a shopper furnishing one room can narrow immediately instead of
scrolling an undifferentiated shelf.
One consistent format for every product card
Recline Accent Chair, Walnut Shell Lounge, and Oak Utility Stool each carry a star rating, a name, a formatted price, and an Add To Cart action in the same layout, so comparing pieces does not require reading each card differently.

Craftsmanship language carried into the shopping moment
Built to last and crafted for modern living reappear near the product grid and category browser, not only in the mission section, so the premium price stays connected to the durability claim while a shopper is actually deciding.

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Contact Information

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