Sofaworx eCommerce
Turning complexity into clarity across a 30,000+ product eCommerce experience.
eCommerce, South Africa - 2024
About the project
Sofaworx’s website was transformed from a static catalogue into a modern, conversion-focused eCommerce experience. The redesign aligned with their updated brand while introducing scalable UX solutions to support a dramatically expanded product offering.
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Challenges
The Initial Hurdles
Sofaworx’s existing website functioned purely as a digital catalogue, lacking clear user flows, conversion pathways, and an intuitive structure. At the same time, a new partnership with Bru Textiles introduced over 30,000 fabric options - turning what was once a simple browsing experience into a highly complex decision-making process. The key challenge was to redesign the platform to not only support eCommerce functionality, but also enable users to easily navigate, filter, and select from an overwhelming range of materials without friction or confusion.
Approach
I led a full UX and UI overhaul of the website, starting with restructuring the site architecture to support clearer navigation and user journeys. The interface was restyled to reflect a more modern, clean aesthetic aligned with Sofaworx’s updated branding. I then designed and implemented a complete eCommerce experience, including cart, checkout, and a request-a-quote flow tailored to their business model. A core focus was the product page experience - where I designed a robust, scalable filtering system that allowed users to efficiently browse and refine thousands of fabric options based on relevant attributes, significantly improving usability and decision-making.
Key Takeaways
Complex product ranges require thoughtful filtering systems, not just more options
Strong UX can turn overwhelming choice into a seamless experience
Aligning UI with updated branding strengthens perceived credibility and trust
Introducing eCommerce is not just functional - it requires end-to-end journey design
Scalable design decisions are critical when a product offering is expected to grow dramatically
