Your web browser is out of date. Update your browser for more security, speed and the best experience on this site.

Update your browser
Iconic Interiors logo

Design and performance upgrades for Iconic Interiors

The client: Iconic Interiors

Our task: Website design & development

Visit the site

Based out of England, Iconic Interiors specializes in midcentury modern replica designer furniture, offering carefully selected pieces known for their beautiful design, quality and craftsmanship. Looking to improve the website’s performance, Iconic Interiors approached Good Work to rebuild their website from the ground up, focusing specifically on visual and technical improvements.

Iconic interiors 1

Iconic Interiors’ website had experienced minimal updates since its launch, so one of the first challenges we addressed was transforming the website from non-responsive to responsive, allowing it to better interact with users regardless of screen size, platform or orientation. With this in mind, we began the wireframing process for both desktop and mobile, incorporating additional design goals in this stage, such as adding value propositions, increasing focus on social proof, improving search and better structuring product detail pages to provide more valuable information to consumers.

Once we completed the wireframe and visual design phases, it was time for development. One of the project goals was optimizing the website’s performance from a technical standpoint, and we began by working through our technical SEO checklist. We also installed the SEOmatic plugin and imported existing metadata into the new website, ensuring the website retained the SEO value added up to that point, while adding new functionality such as Twitter Cards tags and Facebook OpenGraph tags for social media.

One of the trickiest tasks was migrating content from an old CMS installation into Craft, and to simplify this process we wrote a custom import plugin to parse out single content fields into relevant Matrix blocks. This provided the same flexibility and control to Iconic Interiors’ team, while maintaining consistency and respecting the design parameters. During content migration it was important to retain existing URL structures for SEO purposes, so we ensured as few URL changes were made as possible, and relevant redirects were in place when changes were required.

Iconic interiors 2

After converting the website from non-responsive to responsive, in addition to implementing a more modern design and focusing on technical performance improvements and greater SEO flexibility, Iconic Interiors saw a 20% increase in website traffic in each of the first two months following launch. These changes not only enhanced the customer’s e‑commerce experience, it provided Iconic Interiors’ team greater control in the CMS, both in the short term, and into the future as the website grows.

  • Completed a mobile-first redesign to improve the e‑commerce shopping experience across all platforms
  • Improved the design and flow of the checkout process, while implementing Craft’s dashboard widgets to highlight e‑commerce orders and sales trends for the client in the CMS
  • Installed the SEOmatic plugin to provide Iconic Interiors’ team greater SEO control in the CMS, while making the website as SEO friendly as possible
  • Due to the size of the website’s product image library, we implemented a front-end development solution to standardize product image displays in supported browsers, but ensure the fallback image display in older browsers is still sufficient
Iconic interiors 3

Having Good Work design and build our new site was an absolute breeze. The communication was excellent. I was walked through every stage of the site’s development and everything was delivered in a timely and professional manner. I was a little nervous going into design as we had not had a new site in over ten years! My confidence grew with the Good Work team with each completed development stage. We now have a fantastic website which is already proving to be a hit with our customers and the all-important Google positions.”

Photo of Mark Holdsworth, Iconic Interiors Mark Holdsworth, Iconic Interiors