Revitalizing a Heritage Luxury Brand's Digital Presence

Led the complete digital transformation of Sherle Wagner International, a heritage luxury hardware and lighting manufacturer. The project involved modernizing their digital presence while preserving their prestigious brand identity and craftsmanship story, ultimately resulting in a 98% increase in qualified leads.

The Challenge

Sherle Wagner International, once a market leader in luxury hardware and lighting, was losing market share to competitors due to an outdated digital presence. The existing website presented several critical challenges:

  • Complex product catalog with 300+ products, each having 1-4 variations (metal finishes, stone options, sizes, styles)

  • High bounce rates indicating user frustration

  • Manual, email-based lead generation process

  • Disconnected customer journey between digital and showroom experiences

  • Underutilized brand heritage and craftsmanship story

  • Poor accessibility standards

  • Complex showroom location system without modern navigation

Business Goals

  1. Increase qualified leads through digital channels

  2. Reduce burden on sales representatives

  3. Modernize the digital experience while maintaining luxury positioning

  4. Improve product discovery and specification process

  5. Better showcase brand heritage and craftsmanship

  6. Streamline the path from digital exploration to showroom visits

Role & Contribution

As Lead UX Designer, I:

  • Led research and strategy development

  • Managed stakeholder relationships

  • Directed design team of three

  • Coordinated with development team

  • Presented to C-level executives

  • Established measurement framework

  • Facilitated cross-functional workshops

Research & Discovery

Quantitative Insights

  • Google Analytics revealed 73% of users abandoning site within first 30 seconds

  • 85% of leads came through manual email process

  • High search volume for product specifications and pricing information

  • Mobile users spent 60% less time on site than desktop users

Qualitative Findings

  • Conducted 24 interviews with:

    • Current customers

    • Interior designers

    • Architects

    • Sales representatives

    • Showroom managers

Key findings:

  • Users valued brand heritage but couldn't find this information easily

  • Professionals needed detailed specifications for project planning

  • Customers wanted to research products before contacting sales

  • Sales reps spent significant time answering basic product questions

  • Showroom locations and hours were difficult to verify


 
 

Solution

Strategic Approach

  1. Digital Product Catalog

    • Developed scalable information architecture for 300+ products

    • Created standardized template system for product variations

    • Implemented advanced filtering and search functionality

    • Added comprehensive product specifications and documentation

  2. Lead Generation & CRM Integration

    • Designed intuitive quote request system

    • Implemented user accounts with product saving capability

    • Created personalized welcome journey

    • Connected digital touchpoints to new CRM system

  3. Brand Heritage & Craftsmanship

    • Developed dedicated heritage section with timeline

    • Created video content showcasing manufacturing processes

    • Integrated historical imagery and brand story throughout site

    • Enhanced product photography to highlight craftsmanship

  4. Location & Showroom Experience

    • Implemented Google Maps integration

    • Created filtered search for showrooms and representatives

    • Added virtual showroom tour capability

    • Integrated appointment booking system

Technical Execution

  • Responsive design optimization

  • WCAG 2.1 AA compliance implementation

  • Performance optimization for product imagery

  • Integration with existing ERP system

  • Custom CRM integration

  • Advanced search functionality implementation

Results

Quantitative Impact

  • 32% increase in qualified leads

  • 45% reduction in bounce rate

  • 3x increase in time spent on product pages

  • 67% decrease in basic product inquiry emails to sales reps

  • 85% increase in mobile engagement

  • 44% increase in return visitors

Qualitative Impact

  • Improved sales team efficiency with better-qualified leads

  • Enhanced brand perception among design professionals

  • Increased customer satisfaction with self-service options

  • Better alignment between digital and showroom experiences

  • Strengthened brand positioning in the luxury market

Lessons & Insights

  1. Balance of Digital and Luxury

    • Digital efficiency doesn't compromise the luxury experience

    • Self-service options can enhance premium positioning

    • Heritage and innovation can coexist effectively

  2. Content Strategy

    • Product specifications drive engagement

    • Brand heritage creates emotional connection

    • Visual storytelling supports luxury positioning

  3. Process Improvements

    • CRM integration crucial for lead quality

    • Standardized templates essential for scale

    • Cross-functional collaboration vital for success

Next Steps

  • Implement phase 2 features based on user feedback

  • Expand virtual showroom capabilities

  • Develop dedicated designer portal

  • Enhanced analytics implementation

  • International market expansion support