Rich Brilliant Willing
Rich Brilliant Willing (RBW) is a premier contemporary lighting manufacturer based in Brooklyn, NY. RBW caters to both direct to consumer and business to business clients.
I led our agency’s redesign of the e-commerce experience for RBW. Their new experience brings together contemporary design and smooth interaction, with one clearly shared goal: to make interior designers’ lives easier.
Opportunity Areas
Navigation
When designing the new site I optimized the navigation to fit with the interior designers user journey. I chose several moments where I could both simplify and add delight in the new experience.
Storytelling
With RBW’s rich design process and a story behind each product, it was important to tell the brand story in different moments across the site experience.
Customization
As RBW continues to scale they wanted to create an experience that made that them stand out in the lighting industry.
Navigation
Site Nav
Product Collections were really important to RBW as part of their brand and product identity. However analytics told us that most users weren’t navigating to products through the sites product collection navigation.
I created a navigation that was both useful and exploratory to address our constraints. This helped guide users through conventional product naming followed by collections. The navigation was accompanied by imagery to add context for both existing and new users when interacting with this experience.
Downloads
I made downloads accessible on product cards allowing users to download files and information while still exploring and considering products. This previously existed as a clunky experience, sending the user to new pages for each resource along with being dissociated from the journey towards purchase.
Contextual Cursor
The contextual cursor calls attention to specific actions the user is able to perform. This interaction is used for a variety of tasks throughout the site. Larger tasks include reducing pages by allowing users to quickly add finish samples to their cart with the cursor changing to “Add to cart”. Along with smaller tasks such as playing videos or moving through image carousels with the copy changing based on the task at hand.
Storytelling
Collection Pages
The carefully crafted products and the design behind them is an important factor behind the success of RBW. Each collection is created with intention and it was important for us to communicate that in this redesign.
The long form collection pages are created with storytelling in mind. Product pages are designed to link to their collection and expand on the story behind each product.
Homepage Animation
Landing on the RBW site the user enters a dark space and upon scroll it is transformed to white, this mirrors the physical experience of light and serves as a delightful interaction for the user to be greeted with.
Product Listing Filter
On the product listing page the user is met with a navigational phrase, guiding the user through a more human experience rather than using traditional product filters.
Customization
Product Configurator
The product configurator was found to be a crucial point in conversion. This feature allows interior designers to customize their fixtures to suit their specific needs.
In the product configuration experience the visual of the product remains in focus as the user scrolls down to select their specifications. Each option was carefully considered in terms of interaction to reduce the previously complex task.
