Dauphin
UX and Web Design Lead
Improving Sales Enablement Through UX & Web Design
Dauphin, a commercial furniture company, relied on product pages to support its sales team during client meetings. But those same pages were causing friction. Both in-house and external reps reported that the product detail pages weren’t providing the right information fast enough—and navigating them mid-pitch was clunky and frustrating.
Project Overview
Dauphin, a commercial furniture company, relied on product pages to support its sales team during client meetings. But those same pages were causing friction. Both in-house and external reps reported that the product detail pages weren’t providing the right information fast enough—and navigating them mid-pitch was clunky and frustrating.
Challenge
Originally, the pages were designed with a heavy visual focus—large, beautiful images up top, with detailed product specs buried further down. But after talking with the people actually using the pages in real-time conversations with buyers, we realized we had it backward.
We redesigned the layout to:
Move key product specs—like dimensions, finishes, statement of line—above the fold
Streamline how models and variants were displayed
Reduce visual clutter to keep sales reps focused during demos
Keep high-quality imagery without letting it block the utility