us.muuto.com -- The Scandinavian furniture brand’s first ever D2C (direct to consumer) E-commerce platform for North America under the MillerKnoll Collective.

Objective

Create an exceptional, consumer-centric e-commerce site within MillerKnoll's existing site architecture that is scalable while staying true to Muuto’s brand expression and guidelines.

Team

Lead Digital Product Designer : Edgar James Reyes

Content Strategist : Evan Schanhals

UX Operations Lead : Natalie Thomas

Director of UX + Prod : Kristen DeLap

Agency Partner : The New Company

Key Takeaways

1. Modernized the e-commerce experience

2. Introduced 15 scalable modules

3. Established 3 foundational design systems

4. Launched in 8 months

New
Perspectives

Before designing the site, my team and I needed to understand who the users of the site are (consumers? business professionals? international audiences?) and create + document inferences into their user patterns.

Muuto has historically served a Business-to-Business marketplace with its products funneling down to retailers and commercial vendors. Although we were adding a new e-commerce site to our MillerKnoll Collective, a key priority was to make sure Muuto’s global users would blend harmoniously into the mix.

Our first initial steps were to scope our Collective of brands for insights into the matter and reflect on the types of users Muuto has accumulated over its 16 year lifespan while synthesizing best web practices.

Workflow / Milestones / Design Reviews

Workshops and Agency +
Development Partnerships

For the success of this project, I made sure to provide clear and concise due diligence via figma walkthroughs, set-ups; as well as level setting which designs and userflows should be prioritized.

Establishing Ways of Working
Stakeholder Reviews
Prioritization roadmap
Cross-team collaborations

UX Research / Multi-Channel Implementation

Experience Strategy
and Content Guidelines

Due to the nature of this being Muuto's first ever e-commerce site, we wanted to make sure we nail down the experience and content strategy. I worked with Content and Marketing to ensure we are funneling the right users to the right areas at the right time.

Articulating the Global linking strategy
Mapping Site Information Architecture
Sharing out Staging and Content guidelines
Sprint Demo and Loom Videos

That's me

A SITE THAT FEELS
JUST RIGHT

The new us.muuto.com site brings together the latest and greatest of what the Scandinavian brand has designed and explored throughout its years in the furniture business as well as the dynamic partnership of the MillerKnoll collective--as such, we were able to emphasize a user-centric site that accurately articulates Muuto, just right.

Design Execution + Site Modules

Scandinavian Harmony
and Heritage

One of the strategies for the site was to create an editorial flow for the user, which would not be too rigid, stuffy or serious while still adding sophisticated moments of relief when the user scrolls throughout.

This is emphasized by the use of negative “whitespace” on certain sections and varying image ratios to create a truly Muuto experience reflective of the products they make.

Responsive web + Detail Pages

Creating a Muuto experience
for every user

Undeniably mobile users are growing by the day, making up for 80% of Muuto’s user-group. When designing the site, we needed to make sure our editorial desktop components and modules were responsive and brought that same level of experience for varying devices and screen sizes.