Guiding a Historic Furniture Maker on a Journey of Digital Transformation
Corra, the agency crafting the future of commerce recently launched two websites for historic American furniture maker, Stickley. Founded more than 120 years ago, the Stickley name is synonymous with craftsmanship and quality. Though originally most associated with the Arts and Crafts or Mission style furniture they made popular in the early 20th Century, today Stickley crafts pieces in a wide swath of styles from Early American through Modern.
Together, Corra &
Multiple Objectives and Many Stakeholders
When Stickley came to Corra in 2021, the brief was not immediately clear. They needed a new website to showcase the brand to both new customers and long-time collectors of the mark. The site had to live up to the brand’s exacting standards, best embodied in their original motto, “Als Ik Kan,” or “to the best of my ability.” However, they also needed to develop a high-volume transactional site for their own Stickley Furniture and Mattress stores, which sell Stickley products alongside other similar high-quality furniture and mattress brands. Most critically, they needed to maintain a strong bond with their community of retail partners, who have been critical to the brands long-term success.
TWO SITES, ONE GUIDED STRATEGY
Through a series of in-person workshops and a deep brand immersion, the Corra design and strategy teams guided Stickley on the critical decision that they needed to develop two distinct online sites, which may eventually converge as the industry evolves. One focused solely on showcasing the brand and the product lineup while driving traffic to their retailer partners and another more transactional one dedicated to selling products directly to consumers.
There were several challenges for Corra’s design team with this project. Showcasing the Stickley heritage and history was, of course, job one. But we also had to design a flexible system that could be reused across both brand and shopping sites. Relying heavily on customized Shopify templates, we were able to intertwine content and commerce together in a seamless solution that met the client’s needs.
Showcasing both breadth and depth
Because the two sites use all the same templates, the Corra team had a unique challenges in designing category and product listing pages. We had to be able to highlight a broad swatch of different categories, some of which had significant number of products. We also had to design the template so that the brand site was only going to showcase Stickley's own products, whereas the shopping site had to also accomodate other brands.
Highlighting maximum configurability
The design for the product detail pages of both sites also had to accomodate not only a great deal of product information (dimensions, price, materials, etc), but also accomodate for an expanding level of configuration and customization options.
Working on the Shopify Plus platform, Corra designed and built both the brand and shopping sites to maintain a cohesive visual harmony, crafting a custom palette for each with much shared functionality. Most notably, the Corra user experience team needed to account for a multitude of browsing behaviors, including navigating both categories and products through search, inspiration, furniture style, room type, function and price. The end result is a seamless navigation experience that allows both casual browsers who love the brand for its history to find future collectibles as well as more directed shoppers to quickly and easily find a match for their home furniture needs.