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Increasing lead conversion through research and experimentation

Research · UX strategy · Interaction design Prototyping · Experimentation

CLIENT

Noma House

YEAR

SERVICES

Web design

INDUSTRY

Interior & furniture

Overview

Noma House is a design studio creating warm, contemporary interiors and furniture pieces shaped by natural materials, proportion, and everyday comfort. The website was designed to present both spaces and objects within one calm, cohesive visual system.

Noma House is a design studio creating warm, contemporary interiors and furniture pieces shaped by natural materials, proportion, and everyday comfort. The website was designed to present both spaces and objects within one calm, cohesive visual system.

The challenge

The studio needed to showcase interior projects and furniture collections without making the experience feel fragmented. The site had to give photography enough space while keeping project details, product information, and navigation clear and easy to explore.

The studio needed to showcase interior projects and furniture collections without making the experience feel fragmented. The site had to give photography enough space while keeping project details, product information, and navigation clear and easy to explore.

Approach

The direction combines large editorial imagery, soft neutral tones, restrained typography, and a modular layout that adapts across interiors and product stories. Each page stays visually quiet so materials, texture, and form remain the main focus.

The direction combines large editorial imagery, soft neutral tones, restrained typography, and a modular layout that adapts across interiors and product stories. Each page stays visually quiet so materials, texture, and form remain the main focus.

Key Decisions

01 — Balance effort with lead quality

Instead of assuming that the shortest form would automatically perform best, I explored variations in the amount and sequence of information requested.

The goal was to identify where additional dealership context stopped being worth the added customer effort.

This turned form length into a hypothesis to test rather than a design assumption.

02 — Test the interaction model, not just the content

I explored modal and slide-in approaches that created different tradeoffs between visibility and interruption.

A modal created greater prominence but temporarily separated customers from the underlying shopping experience. A slide-in preserved more page context while still providing a clear conversion opportunity.

Rather than selecting a pattern based solely on preference, we treated the interaction model itself as something we could evaluate.

The Solution

The direction combines large editorial imagery, soft neutral tones, restrained typography, and a modular layout that adapts across interiors and product stories. Each page stays visually quiet so materials, texture, and form remain the main focus.

The direction combines large editorial imagery, soft neutral tones, restrained typography, and a modular layout that adapts across interiors and product stories. Each page stays visually quiet so materials, texture, and form remain the main focus.

Impact

The direction combines large editorial imagery, soft neutral tones, restrained typography, and a modular layout that adapts across interiors and product stories. Each page stays visually quiet so materials, texture, and form remain the main focus.

The direction combines large editorial imagery, soft neutral tones, restrained typography, and a modular layout that adapts across interiors and product stories. Each page stays visually quiet so materials, texture, and form remain the main focus.

Reflection

The direction combines large editorial imagery, soft neutral tones, restrained typography, and a modular layout that adapts across interiors and product stories. Each page stays visually quiet so materials, texture, and form remain the main focus.

The direction combines large editorial imagery, soft neutral tones, restrained typography, and a modular layout that adapts across interiors and product stories. Each page stays visually quiet so materials, texture, and form remain the main focus.

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