loaf started life in 2008 as ‘The Sleep Room’, selling just 12 beds and a single mattress, now in their ninth year they have grown to become one of the UKs favourite furniture brands offering a vast selection of quality, British made ‘Swish sofas, bonza beds and cool kitchen-y stuff’.
As a long time client of D3R, Loaf already had desktop and mobile websites however with the explosion of different sized devices in recent years, it was clear a modern, responsive option was required. My role was to rebuild the front end of the site (html/scss) creating a modern, scalable architecture, design refresh and complete UX overhaul.
One of the biggest UX challenges on the project was reorganising the navigation and product category structure, Loafs continued growth and introduction of new products had resulted in the navigation becoming overcrowded and hard to use. Convinced there were dramatic improvements to be made, we began to consolidate, simplify and reorganise.
With over a million product and fabric combinations available to view and buy, a responsive fabric selection interface was designed. It had to be easy and intuitive to use, whether on mobile, tablet or desktop a simple swipe, tap or click is all that would be required.
Buying a product had become confusing, the difference between configurable options like fabric type and size, and upsell products like mattresses or headboards had been lost. The goal was simple, it needed to be obvious.
Louis Adamou Head of Customer Experience at Loaf
It’s rare to find good people who can really understand the motivations and expectations of clients to the level Brendan does. He’s able to ask all the right questions, get into the mindset of both client and customer in order to deliver a brilliant end product.
As a brand, we were massively impressed by Brendan’s digital design skills and his understanding of the digital landscape. A very clear thinker with a methodical approach to his work. I’d highly recommend Brendan to any prospective clients looking for a multi-disciplinary designer or UX expert.