Projects - Smith

Distinctive By Design

The Insight

We were tasked to redesign and redevelop the online store for Distinctive Chesterfields. The objective was to redevelop the website and set it up so that it could integrate with various third-party applications. The previous website had become outdated and was difficult to integrate with a CRM, and other various software package

The Challenge


The Insight

Although the purpose of this project was to focus on the development, we recommended making design tweaks to improve usability and help with conversions. We also thought that we could focus more on the craft aspect of their products – this is something the previous site didn’t really play on.

We suggested looking at messaging, the order process, various design challenges and the product landing pages.

What we Did

  • Website design & development
Original Image
Modified Image

Distinctive Chesterfields allow customers to pick a sofa design, choose the fabrics and customise additional extras.

Distinctive allows customers to receive swatches in the post, before they make an order. We simplified this process, by completely rethinking how the swatch section was presented. We also suggested taking the online experience further – with the use of clever email marketing and nudges to prompt customers, after they’d signed up for swatches.

Distinctive Chesterfields Tablet
Distinctive Chesterfields Tablet
Distinctive Chesterfields Tablet

We completely rethought the order process design. By making the design horizontal, it has made the order process easier to visualise but also for more of a seamless journey throughout the order process.

With over 121 colour swatches available – we had to make sure this was easy to digest and simple for customers to find and compare different swatches.

On the previous website, you didn't get a clear visual of the additional options. We created bespoke illustrations that give customers a visual expression – to help them make a decision.

Distinctive Chesterfields Walnut Leather
Distinctive Chesterfields Holyrood
Distinctive Chesterfields Wally Love Seat

We made sure we highlighted the key messages that Distinctive Chesterfields needed to say. Things like they sell worldwide, and the fact that they manufacture everything themselves.

Distinctive Chesterfields Workshop
Distinctive Chesterfields Workshop
Distinctive Chesterfields Workshop
Distinctive Chesterfields Workshop
Distinctive Chesterfields Workshop
You can visit the website here

“Having worked our way through a number of the bigger agencies over the past decade, and rarely being fully satisfied the final product was as exciting as the initial vision, when it came to the rebuild of our multi national, multi currency website- having spoken to several providers, we decided to go with Smith.
It’s a decision I am 100% happy with. Concept to fruition was clear, on time, and on budget- even with a few additions requested by me along the way. We also had a few issues no one could have foreseen- our new CRM system integrating via the site with other software for example. But Oli and his team made our problem his and brought the project home. Incidentally, having been so pleased with the performance of Smith. We have commissioned two further full website builds and numerous branding projects through them. Cannot recommend highly enough.”

Steve Laidlaw Managing Director


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