Self-initiated · Concept redesign · Nairobi

A customer experience and conversion overhaul for Dignity Furniture

Dignity Furniture sells real, well-made furniture out of four Nairobi showrooms, and the website undersells it. This concept rebuilds the storefront around three shifts: curated discovery instead of catalogue clutter, design that signals the quality already on the showroom floor, and a straighter line from browsing to reaching out.

View the live prototype

The current site is live at dignity.co.ke. This is an unsolicited concept redesign, no client, no brief, built to test what a customer-experience overhaul like this looks like in practice, not just in theory.

The current Dignity Furniture homepage in full: a script 'Signature Collection' headline overlapping 'Relax in Style' above a dense living-room product grid, next to a second scroll of home-decor, carpet and outdoor category grids. — Current site, from Figma, straight off dignity.co.ke

The concept redesign in full: the 'Rooms worth coming home to' homepage and bedroom photograph, next to a second scroll of rug and outdoor sections. — Concept redesign, from the same Figma file

From catalogue clutter to curated discovery

Scroll the current homepage and the same pattern repeats for every category it carries: a banner, then five tightly cropped product tiles, then the next category, and the next, the full catalogue dumped onto one page with no end in sight. The redesign replaces density with intention: one full-bleed photograph at a time, with room for the furniture, and the photography, to do the convincing instead of the grid.

The concept redesign's 'Every room, under one roof' section: the same ten categories as plain photography, a name, a piece count and a text link beneath each one, next to the Signature Collection and Dining sections further down the page. — Concept: the same ten categories, with room to breathe

Elevating perceived value

A furniture retailer's website is a stand-in for its workmanship: a customer forms an opinion about build quality before they've ever sat on the piece. The current site's stacked promotions and badge strip read as a bargain outlet; the furniture itself doesn't. The redesign changes what the storefront signals about those same products, trading competing banners for spacing, restraint, and photography that matches what's in the showrooms.

The concept redesign's product page for the Crown seven-seater, mobile and desktop side by side: a full-width showroom photo, the price in KShs with the saving shown, delivery and payment details, and an 'Add to bag' button. — The product page carries the same restraint: price, craftsmanship, one photo doing the work

Bridging browse-to-buy friction

The real goal is a shorter path from “just looking” to “ask about this piece,” not a prettier homepage. Clear category entry points, one focus at a time instead of a wall of thumbnails, and a consistent way to act (explore the collection, find a showroom, chat on WhatsApp) keep a casual browser moving instead of dropping them into an undifferentiated grid.

The concept redesign's Fabric Sofas collection page on desktop, filter pills and a priced product grid ending in 'Sit in it before you buy,' next to the mobile homepage and the mobile category search overlay. — A category page ends the same way every page does: a reason to act

This is a concept, not a commissioned redesign: the real Dignity Furniture team hasn’t briefed or approved any of it. It exists to test a thesis I keep coming back to: most established businesses are one honest edit of their digital storefront away from actually looking like what they sell.

View the live prototype