Loloi Rugs | Website Redesign

Loloi Rugs is one of the largest designers and manufacturers of rugs and other home furnishings in North America.

Through Engine Digital, I led the UX strategy and approach for the redesign of Loloi’s eCommerce website. Working within Engine Digital’s “Agency Agile” framework, we followed up an initial architecture sprint with a Design Sprint to sketch, prototype, and test initial design concepts.

Our initial concept sketches from the Design Sprint were turned into an InVision prototype based on conceptual wireframes. This rough prototype allowed us to validate the concept with the client and internal users, before moving on to detailed wireframes.

I created detailed wireframes for all key pages and templates for the Loloi site. We worked very collaboratively with the client who placed special emphasis on visual design. As a result we worked to try out early styling elements in wireframes and minimized the visual deviation from wireframe to design comp.

I worked closely with the client and the team’s visual designer to ensure the design system for the website remained faithful to the project’s design principles, and was applied to the wireframes in such a way that ensured accessibility and usability standards were met.

In designing the Product Detail Page—and the entire Loloi site to some degree—we were challenged to balance various business objectives. Aesthetically, it needed to look like a high end B-to-C eCommerce site, while also clearly communicating that only registered Loloi dealers could make purchases.

Product categorization was also a unique challenge. We designed a categorization schema that allowed Loloi to organize products into standard categories and subcategories, while also allowing for navigation by Designer or Collection. Additional secondary filters were also provided allowing for precise faceted search.

We also created a new site section allowing Loloi to publish occasional editorial stories. While not relying on a traditional CMS, we devised a system of page templates and modular components that allow Loloi to self- publish properly formatted long-form content in a variety of layouts, including images, videos, and product highlights.