Since 2013, Floyd has proudly been developing high-quality, customizable furniture that’s made to last. Rather than rely on disposable furniture options, co-founders Kyle Hoff and Alex O’Dell decided to channel their design philosophy into their brand, and their design principles are still at the core of every product they create. Facing efficiency challenges with their existing site, they wanted a fresh web store that would be easier to manage as their brand continues to grow. So they reached out to Half Helix looking for a less complex site with stronger product architecture and a design that better represented their brand identity. The team crafted a complete redesign, and implemented it with fully updated development for easier navigation both for customers and the Floyd team. Here are the results of their work.
For highly customizable products, like Floyd’s 3-part sectional that can even extend to an 11-piece, the Half Helix team wanted to avoid relying on product bundles. Instead, they implemented a solution where sub-products are grouped together to appear as a single product on the PDP using product associations. Once the custom configuration is added to a shopper’s cart, it’s listed and tracked as the individual parts.
Furniture is personal, and people want to feel empowered when purchasing online. To help customers find exactly what they’re looking for, the Floyd team wanted people to be able to search by questions, not just headings. But because the FAQs weren’t within the regular Shopify pages, this wasn’t possible using the default Shopify search. So the Half Helix team set to work building a bespoke solution, enabling more robust search capabilities.
That’s why the Half Helix team designed and developed best-in-class PDPs for Floyd’s new site. Every product page offers easy customization, full-bleed gallery image and video, 50-50 text columns, clear product storytelling, and an information-packed ‘All in the details’ section. Plus, shop the look and featured collections help highlight what’s new and suggested product combinations.