BASIC / DEPT

The internet has commoditized even the most everyday objects and flooded markets across different industries. As a result, consumers see less value in what they buy as brands opt for convenience over quality.

One of the industries most affected by this shift is the furniture space. Even so, the practice of interior design has never been more popular. There’s a real desire from consumers to beautify their homes yet few brands willing to sacrifice mass production in the name of craft.

Design Within Reach, the world’s premier furniture retailer, looked to serve this need in the market. The team approached BASIC with a vision for a digital experience that merged utility, thoughtful design, and inspiration to help the DWR customer curate the home of their dreams.

BASIC’s strategic approach was to position the brand’s offering as service, not just product. Through improved utility and relevant content, we helped DWR bring a personal touch to the home.

Ultimately, BASIC put the power in the hands of the customers by allowing them to author their own designs. The new DWR.com reimagines an eCommerce platform as a digital showroom—an interactive experience tailored to customers’ individual tastes.

In an effort to move at the speed of business, we leveraged external and internal expertise. Our team was responsible for establishing the direction and vision while executing side by side with DWR’s in-house design team. BASIC collaborated through physical co-location and digital integration, working closely with them to create a world-class shopping experience. Whether at our offices or through Figma, Slack, and Google Workspace—we found multiple ways to direct their work and collectively iterate toward the final deliverable.

300% increase in revenue YOY

2x increase in transactions

38% increase in conversion

10% increase in AOV

2x increase in new visitor revenue