Client
Rugvista
Deliverables
UX design
Rugvista is a European e-commerce company specialising in rugs, with customers across multiple markets.
Campaign landing pages connect seasonal campaigns and inspirational content with the products customers shop. The existing pages were highly product focused, giving customers a lot of options early on but limited support for inspiration and discovery.
My role was finding a better balance between inspiration and conversion, without losing sight of the page's commercial purpose.
Challenge
Solution
Designing a clearer hierarchy
The visual hierarchy was simplified for easier scanning. Large campaign imagery creates the initial emotional impact, while supporting modules give clear ways to keep exploring, each section with a defined role rather than competing for attention. That also meant being more intentional with calls to action, guiding customers towards relevant next steps rather than adding more opportunities to click.
Making inspiration actionable
Inspirational content shouldn't be a dead end. A key part of the redesign was connecting visual storytelling with the products behind it, pairing campaign imagery with relevant categories so customers could move naturally from "I like this look" to "I want to explore rugs like this." That made inspiration a functional part of the shopping experience, not something separate from it.
Designing for conversion
Although the experience became more editorial, the page still had to serve a clear commercial purpose. Every decision balanced two needs: giving customers space to explore, while maintaining clear routes towards products and purchase. Rather than treating UX and conversion as competing goals, we explored how a better browsing experience could support both.
A flexible system
Campaign pages change frequently, so the solution couldn't work for just one campaign. The structure was built around reusable content modules that could accommodate different imagery, themes and commercial priorities while keeping a consistent customer experience, giving us flexibility for future campaigns without reinventing the page each time.
Impact
The redesign established a clearer framework for Rugvista's campaign landing pages, shifting the experience from product led towards a stronger balance of inspiration, discovery and commerce, with clearer visual hierarchy, more intentional product entry points and a more cohesive journey between storytelling and the assortment.
For me, this project was an example of designing within the realities of e-commerce, where brand experience, customer needs and commercial goals all have to work together.
Key takeaway
Good e-commerce UX isn't always about getting customers to products as quickly as possible. Sometimes it's about giving them the right inspiration and confidence to keep going.
