DARRAN
Client
Darran Furniture
Services
Website
UI/UX
Overview
Darran came to us wanting to refresh their digital presence. Their existing website worked functionally, but it wasn’t inspiring or reflective of the brand’s sophistication. The homepage felt cluttered, the mobile experience was frustrating, and the site didn’t communicate the design language they are known for. Since Darran is growing quickly in the soft seating space, the team wanted a digital experience that better supported that shift and positioned the brand as a leader in the industry.
Research
We reviewed all client-provided questionnaires, analytics, and audience profiles to understand how people were using the current site and what wasn’t working. The primary audience is the A&D community, with a strong focus on younger designers who care about tools, samples, and finishes. The secondary audience is dealer reps, who rely heavily on quick access to specs and accurate product details. Competitive analysis across brands like Davis, OFS, JSI, Bernhardt Design, and Kimball gave us a benchmark for industry expectations. Together, these insights shaped a strategy that focuses on speed, clarity, better mobile behavior, and an overall elevated brand presence.
Design Process
One of the strengths Darran already had was their photography, so I built the visual direction around large, expressive product imagery that felt spacious and premium. I used layered images, clean compositions, and elegant serif typography to give the brand a more luxurious, intentional look. Content and UI elements were simplified so users could quickly browse, save materials, and get to product information without friction. Throughout the process, I kept mobile front and center, making sure the navigation and product tools felt just as strong on small screens as they did on desktop.
Execution & Implementation
I redesigned the homepage, product pages, and key functional areas like image downloads, the materials basket, and the configurator. The visual system leaned into sophistication while staying highly practical for reps and designers. Subtle interactions like rollovers and zooms helped bring the products to life without distracting from functionality. I also reworked layouts so the team no longer needed duplicate product pages for collections that spanned categories. Everything was built with a focus on speed, clarity, and making the site feel like a true design resource.
Results & Impact
The new website positions Darran as a more modern, polished, and design-centric brand. It feels inspiring to browse, especially for designers looking for visual references or product options. The improved mobile experience makes the site far easier to use on the go, and the updated product workflows give both reps and designers the tools they need to quickly find specs, finishes, and images. Overall, the redesign reflects the brand’s growth in soft seating and strengthens the perception of Darran as a forward-thinking manufacturer.
Reflection
This project reinforced how much impact visual presentation has on brand perception, especially in the design world. Darran already had beautiful products and photography, so the main challenge was creating a digital experience that treated those assets with the care they deserved. It was rewarding to see the new direction feel elevated without losing usability, and to know the site will better support both the sales team and the designers who specify Darran’s products daily.