Deco2Modern

Deco2Modern sells the real thing: authenticated Art Deco and mid-century furniture, the kind of pieces people hunt for across the country. The inventory is gorgeous. The homepage was not doing it any favors. The first thing you saw was chrome and menus, not the furniture, and on a phone the whole thing felt like work.

This is a redesign I did on my own, not a paid brief, because the gap between how good the product is and how the storefront showed it was too wide to ignore.

What was getting in the way

For a store, the homepage has one job: make you want to browse. The original led with navigation and text instead of product. The hero did not show a single piece. There was no quick sense of what made the shop special, no trust signals about shipping or authenticity up front, and the layout fought the photography instead of framing it.

What I changed

I led with the furniture. A full hero built around a real piece from their catalog, a clear promise (authenticated vintage, shipped worldwide), and one obvious way in: browse the collection. I gave the product photography room to breathe on a calm, warm-dark background, pulled the category paths up where shoppers look first, and put the reasons to buy (worldwide shipping, vetted vintage, secure checkout, one of a kind) right under the fold so they land before you scroll.

It is built mobile first, because that is where most furniture browsing actually starts now, and a store that is awkward on a phone leaves money on the table.

Before and after

The product did not change. The way it is presented did. That is usually the whole story with a redesign: the business was already good, the website just was not showing it. If yours is in the same spot, here are the signs it is quietly costing you.

Got a shop or a catalog that does not do your inventory justice? Send me the link and I'll tell you what I'd change.