[UI/UX]
INDUSTRY
Home Goods
ROLE
UI/UX Design
Conversion Rate Optimization
Design Systems
IMPACT
122% increase in new collection web traffic.
90% of visitors interacted with product pins.
3X faster build cycle using modular site blocks.
THE CONTEXT
Crate & Barrel was in need of a more immersive way to showcase new collections to press outlets, but their main e-commerce platform was built for efficiency, not storytelling.
For each launch, their marketing team wanted to editorialize the design process behind the collection with distinct landing pages but ran into constant blockers due to the rigidity of their internal CMS.
Their existing option was to export images with text and CTAs baked in to compensate for the layouts they wanted.
This led to poor responsiveness, accessibility issues, and no way to track what products users were interested in.
The Solution
I worked with our development team to produce a library of modular blocks that could be reused across campaigns, each built with premium animations and tailored layouts.
To elevate product discovery, I introduced interactive pins that revealed contextual details directly on featured items, a key capability the main site didn’t support.
Each block was optimized for mobile, designed with press-readiness in mind, and delivered through a production workflow that could move from concept to launch in under two weeks.
We also integrated Microsoft Clarity to gather behavioral insights that allowed Crate & Barrel to customize their follow-ups to press partners.
THE IMPACT
With 10+ launches and growing, the microsite model became a cornerstone of Crate & Barrel’s digital campaign playbook.
We helped Crate’s marketing team move from static collection images to immersive editorial rollouts that felt intentional and on-brand.
Each microsite encouraged deeper engagement, with product pins driving a 90% interaction rate, far surpassing baseline PDP behavior.
The plug-and-play modules also reduced build time by 3X, allowing teams to launch under tight deadlines and unlock narrative depth.
