Client
Rugvista
Deliverables
UX design
The campaign page wasn’t performing as strongly as we had hoped across key business metrics. Me and the team saw an opportunity to improve how effectively it converted visitors. As a result, I chose to revisit the approach and reposition the campaign page to feel more inspirational and emotionally engaging.
To understand the performance gap, I analyzed: - Stakeholder input on campaign goals - Competitive benchmarks from high-performing campaign pages Key Insights - Users disengaged before reaching conversion points. - The top of the page lacked a compelling emotional hook. - Product density diluted the campaign message. - Leading competitors prioritized storytelling and atmosphere over product grids. This confirmed that the experience needed repositioning — from transactional to inspirational. See the before and after design below
challenge.
Rather than refreshing visuals, I redefined the page’s purpose:
Shift from “browse products” to “connect with the campaign.”
Strategic Focus
Lead with emotion, support with facts
Establish a clear narrative hierarchy
Reduce cognitive load through progressive disclosure
Prioritize visual inspiration over product density
Strengthen CTA placement within the story
The goal was to guide users through an intentional journey:
Emotion → Context → Product → Action
result.
What's new with the hero
Concise supporting message
Strong campaign imagery
Primary CTA close to above the fold
The hero now immediately communicates purpose and invites action.
Inspirational Page Flow
Significantly reduced product carousels
Introduced immersive environmental imagery
Highlighted one key rug with a short, focused story to create depth
Placed campaign news at the top for context
Moved remaining product listings to the bottom
This allowed inspiration to lead — and products to support.
UX & Visual System Improvements
Clear typographic hierarchy
More whitespace and breathing room
Modular sections for better scanning
Stronger, strategically repeated CTAs
The redesign reduced friction while increasing emotional engagement.
