Tom Dixon

Complete Digital Transformation using Magento 2 Commerce Edition
The Brief


After being recently acquired by new owners there was a huge emphasis on Digital within the business. A new Head of Digital was brought in to lead the digital transformation project and a major part of that project was to re-design and re-build the global website to act as a key driver for the businesses new goals – to move from a B2B contracting supplier of interiors, to a mainstream luxury lifestyle brand.

The solution


After multiple initial design and discovery sessions with the senior leadership team, including Tom, we had a clear set of objectives for the new website. We identified 3 clear customer persona’s that we needed to cater for and also a priority of content we wanted to push.

  • Customer persona’s
  • Gift buyers
  • Home Renovators
  • Interior Designers
  • Website focus areas
  • Shop
  • Spaces
  • Stories

Using the brands in-house creative director as our sounding board we proceeded with creating a new design for the website from scratch with the aim of it being built on Magento Commerce.

In addition to the website design and core functionality we also had a number of other requirements to deal with in relation to back end systems (The business was also upgrading their ERP system to Microsoft NAV).

Specific design aesthetic

In-line with the brands design philosophy and style of everything they do, the website needed to compliment the high design aesthetic of the products while also emphasis the brands commitment to design interiors

Make the product the hero

Tom Dixon’s products and how they look are the brands USP, we needed to design a website that absolutely maximised the use of high quality product imagery, both cut-out and lifestyle shots to try and reflect the impact the products have when you see them in the flesh.

Simple navigation

As already noted, Tom was passionate about what it was that the website should display and this fell under Shop, Spaces and Stories – which is everything the brand is about; amazing products, beautiful interiors and the back story behind each design and project.

Maximise Made to Order Products

One of the hardest areas of the the businesses offer to sell online was its fully customisable upholstery, a customer can choose which shape, fabric and leg finishes they want, to do this online required a bespoke solution within the Magento2 ‘configurable’ product option.

The Results

Within the first week of re-launching the website all key metrics saw a positive change; Bounce rate reduced, time on site increased, conversion rate increased, Average Basket size increased and general wider brand feedback was received with a knock on effect of more followers across their social channels.

Over the course of the next 2.5 years the annual revenue the site was generating increased by 128% in year 1, a further 87% in year 2 and year 3 was looking like a further 50% growth.

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