CQL logo

West Elm Workspace

Menu

Experience & Business Strategy Team Help the Digital Launch of West Elm’s B2B Venture

West Elm Workspace Magento Website Experience Design by CQL West Elm Workspace Magento Website Experience Design by CQL

Office Furniture Gets a Retail-Like Experience

What happens when the retail powerhouse West Elm and the office furniture innovator Inscape combine efforts to launch a new company?

Traditionally, the office furniture purchase process has been quite complicated. The West Elm Workspace team dreamt up a new approach to break through the clutter.

"Blurring is what we are trying to do here, like the lines between home and work—the very heart of this new venture." —West Elm

Business Shopping like a Consumer

From the start of the project, we knew that business customers wanted an experience that was similar to shopping for their homes. This was an enticing opportunity for our UX and digital marketing teams. As our team facilitated this digital marketing process, we knew we had to let the innovation happen organically while we kept the project moving. We accomplished this by finding the right balance of enthusiasm, task management, and expertise.

Magento Was the Platform of Choice

Because we only had eight weeks to launch this venture, we chose Magento to ensure that the content could be added by West Elm marketing teams at the same time the experience designers and developers were building the website. The Magento platform also worked well for the customer’s IT team as they wanted an initially low cost platform that could scale.

Experience Design and Business Solution Device Overview Mockup by CQL Experience Design and Business Solution Device Overview Mockup by CQL

How We Managed Zero to One

Start-ups are a crazy bunch. They come to life out of the heads of big-picture thinkers whose greatest skills are bringing the right teams together and figuring out ways to make things happen.

And we love them.

Since we have worked with dozens of start-ups over the last few years, we know how to apply just the right amount of disciplined creative process. When the team first meets, there is total engagement but the ideas have to land. As a project leader, capturing all of these ideas is important and helps to ensure that clarity emerges.

'What's Possible' Has to Be Narrowed to the Best Ideas

Deadlines are established and constraints are put into place to guide the project towards its end goal. Everyone knows there will be a point when the creative phase will be replaced with the disciplined process of development. That phase came and went with West Elm, and the result was incredible.

Big Ideas Come with Big Rewards

Our team traveled to NeoCon to visit the West Elm Workplace showroom and hear customer experiences firsthand. By keeping the retail-like B2B approach in the front of our minds, we hoped customers, designers and dealers would "feel it."

And they did.

West Elm was Honored:

Are you trying to create a more consumer-like experience for your B2B strategy?

Let's Do This
Learn more about our Experience Design & Strategy services
Web Design Product Categories West Elm Workspace Furniture Design by CQL
Call-to-Action User Interface Design West Elm Workspace by CQL
Company Locator Web Design Map West Elm Workspace by CQL

Related Case Studies

Herman Miller

IoT Sensors & BI Dashboard Help Make Fact-Based Decisions About Real Estate

View Case Study

Chaco

Using Consumer Insights to Guide Campaign Design

View Case Study

Moja

Africa's Ecommerce Ecosystem Rethought from the Ground up

View Case Study

Herman Miller

IoT Sensors & BI Dashboard Help Make Fact-Based Decisions About Real Estate

View Case Study

Chaco

Using Consumer Insights to Guide Campaign Design

View Case Study

Moja

Africa's Ecommerce Ecosystem Rethought from the Ground up

View Case Study

Continue Exploring

Our Work

Services

Approach

Our Work Services Commerce Cloud Approach Culture Blog Careers Contact

Grand Rapids:
3344 Grand Ridge Drive NE
Grand Rapids, MI 49525
616 365 1000
Ann Arbor:
8186 Jackson Rd
Ann Arbor, MI 48103
616 365 1000