Transforming a beloved New England brand into an eCommerce experience that feels just as warm, personal, and inspiring as stepping into the showroom.
Client Overview
Circle Furniture is a New England institution known for high-quality, sustainable furniture and decades of design credibility. With a loyal in-store audience and strong brand equity, they needed a digital experience that matched the craftsmanship, warmth, and intentionality of their physical showrooms.
Challenge
Despite a rich brand legacy, Circle Furniture’s digital presence lagged behind the expectations of today’s design-savvy shoppers. The website lacked modern eCommerce capabilities, intuitive navigation, and the ability to guide customers through complex, high-consideration purchases.
The goal: to create a future-ready digital experience that mirrored the brand’s personality — blending storytelling, design inspiration, and seamless conversion paths.
Approach
Consensus Interactive led a complete digital transformation strategy, merging user research, experience design, and data-driven marketing. Through persona development, heatmap analysis, and user testing, our team uncovered friction points in the customer journey and built a blueprint for an emotionally resonant, conversion-focused digital experience.
We collaborated closely with Circle Furniture’s internal teams to ensure every design decision reflected the brand’s tone of voice, sustainable values, and emphasis on customer connection.
Solution
UX Research & Experience Design
We redesigned the Circle Furniture experience from the ground up — crafting an intuitive navigation system, simplified product filtering, and a guided shopping journey that fosters design confidence.
Conversion Rate Optimization (CRO)
Through A/B testing, content refinements, and layout optimization, we identified design and messaging elements that reduced bounce rates and increased add-to-cart engagement.
Analytics & Performance Optimization
We implemented a custom analytics framework to track behavior, event funnels, and attribution across marketing channels — ensuring actionable insights post-launch.
Digital Marketing & Growth Strategy
Consensus created a multi-channel growth strategy encompassing organic content, retargeting, and paid campaigns — laying the foundation for ongoing lead and revenue growth.
Impact (Projected)
Although the full launch is scheduled for 2026, Circle Furniture’s transformation is already shaping the brand’s digital future.
Enhanced alignment between online and in-store experiences.
Improved conversion paths and guided shopping flows.
Advanced analytics and measurement infrastructure for data-driven growth.
A design system built for scalability and future eCommerce expansion.
Highlights
Future-ready eCommerce platform launching in 2026.
Ground-up redesign rooted in UX research and CRO validation.
Analytics-driven approach ensuring long-term optimization.
Seamless alignment between brand, technology, and customer experience.
Services Provided
- Digital Marketing & Growth Strategies
- UX Research & Design
- Conversion Rate Optimization (CRO)
- Analytics & Performance Optimization
The Future of Retail Experience
Future-ready eCommerce platform launching in 2026.
Ground-up redesign rooted in UX research and CRO validation.
Analytics-driven approach ensuring long-term optimization.
Seamless alignment between brand, technology, and customer experience.
