THE CONTEXT —

A 25-year-old leader in the direct-to-consumer rugs market, Rugs USA is a trusted destination for home decorators, families, designers, and trendsetters. As part of a Shopify migration initiative, Pattern collaborated with Rugs USA and its sister brands, Anne Selke and Nuloom, to redesign their digital experience.

The project was driven by the goals of creating a consistent and scalable design system, enhancing user experience, and ensuring strong brand alignment across all platforms.

TECHNOLOGY PLATFORMS  —

Shopify Plus / Enterprise
Algolia
Okendo
Klayvio
VWO
Roomvo
Shop Pay

"Working with Pattern has been an absolute pleasure from start to finish. Their exceptional ability to understand our brand exceeded our expectations. They dove deep into our ethos, values, and vision, translating them into strategies and designs that truly captured the essence of who we are. Beyond their creative prowess, Pattern proved to be outstanding collaborators. They seamlessly integrated with our teams, fostering an environment of open communication and mutual respect. Their willingness to listen, adapt, and offer valuable insights made the entire process a true partnership. Thank you, Pattern, for your exceptional work and dedication. We look forward to continuing our journey together."

Chris Munoz
VP of Technology
Rothy's

OBJECTIVES —

With a tight deadline of just over six months for both design and development, Pattern's objectives for the Rugs USA project were clear:

01 — Consistency & Scalability: Develop a unified design system that could be seamlessly implemented across multiple brands.

02 — Enhanced User Experience: Improve navigation, visualization, and overall engagement for users across all platforms.

03 — Brand Alignment: Maintain and reinforce the unique identities of each brand while creating a cohesive experience on a shared UX system.

UNIFIED DISCOVERY, RESEARCH, STRATEGY & DESIGN ACROSS BRANDS  —

Collaboration across multiple brand teams was essential in developing a unified experience strategy that respected the individual identities of Rugs USA, Anne Selke, and Nuloom. This cross-functional teamwork ensured that the final product met the diverse needs of each brand while maintaining a consistent overall experience powered by a unified UX framework that's shared across the brands.

Extensive user interviews and customer research were integral to understanding the pain points, preferences, and behaviors of Rugs USA’s target audience. These insights directly influenced the design and functionality of the new digital experience, ensuring it was user-centered and aligned with customer needs.

WHAT WE DID —

Analytics and Data Insights
Content Strategy
Information Architecture
UX Design for Shopify Plus / Shopify Enterprise
Visual & UI Design for Shopify Plus / Shopify Enterprise
UX & UI Design for Advanced B2B Use Cases
Interaction Design
Motion Design & Animation

A SHARED MULTI-BRAND SCALABLE EXPERIENCE FRAMEWORK  —

Pattern’s experience strategy focused on consistency across all brands while allowing for each brand to maintain its unique identity. This approach ensured that the digital experience was cohesive yet customizable, providing a tailored experience for each brand's specific audience.

Starting with Rugs USA (the largest of the brands by revenue and traffic), Pattern crafted a scalable and flexible baseline design system to be used across Rugs USA, Anne Selke, and Nuloom. As we rolled the system into the other brands, additional complexity and functionality like product customization, personalization and shop-able editorial experiences was developed to solve business needs specific to each brand. 

The new design was executed with a focus on ease of navigation, visualization, and a more effective browsing experience, including innovative ways for customers to pre-visualize rugs, decor and furniture within their space using Augmented Reality "view in room" features. Clarity, functionality and aesthetic appeal were consistently balanced with speed and conversion optimization, making the user journey intuitive and engaging across all devices.

WORK WITH PATTERN —

Talk to us about Shopify Plus, Shopify Enterprise, and Unified Commerce.

WE'D LOVE TO LEARN MORE ABOUT YOU—

Let's explore new ways of working together. Get in touch and start your next project with us today.

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