Durian: E-commerce for a pioneering home furniture brand

Durian: E-commerce for a pioneering home furniture brand

User Experience Design, Strategic UX

Responsive Web

Established in 1981, Durian is now one of the most well known brands in home and office furniture in India. It has so far served more than 2.7 million customers with its presence across the country. With its unmatched legacy and leadership across retail formats, its own E-commerce initiative was just around the corner.

The beginnings

It was important that, Durian’s strong retail presence is emulated in digital formats as well. Setting a digital identity was one of the important needs the brand had. Coming from more than three decade legacy, relating online to offline for their customers was another important need¦ and this to an extent even dictated functionality of the portal.

Insight and Strategy workshop

Workshop involving Durian’s and Think Design’s leadership addressed concerns of workflows, navigation, visual branding and a few other key points

Integrating offline buying process

It was important to address the operational process involving purchase of furniture. Key to success of our design was to make online buying as seamless as offline buying. When it comes to furniture, it involves several considerat ions from customers’s end. Our UX Design addressed all those needs and more.

Information Architecture

IA is one of the most sensitive areas of this portal. It took a few iterations to arrive at a intuitable IA that the key stakeholders could align on.

Visual Branding and Identity

Durian’s e-commerce initiative is modern-traditional, by design. It has a dash of color to appeal to newer audiences, it also has nuances that catch the eye of its discerning loyal buyers.

Responsive Layout

The portal was conceptualised and designed to be fully responsive. Product detail and checkout flows on mobile were key to business success; and they were designed to enable browsing to checkout journeys seamlessly.

Work activities

UX Strategy and Design, Visual branding and digital identity, front end development, support and coordination

Current status

Durian’s online dream is now, a reality. The site has been gaining continuous momentum since its launch in October 2016.