Avanti Interiors

Avanti Interiors

Client
Avanti Interiors
Role
Freelance UX Designer
Timeline
February - May 2026
Status
Launched April 2026
Avanti Interiors

Avanti Interiors

Client
Avanti Interiors
Role
Freelance UX Designer
Timeline
February - May 2026
Status
Launched April 2026
Avanti Interiors

Avanti Interiors

Client
Avanti Interiors
Role
Freelance UX Designer
Timeline
February - May 2026
Status
Launched April 2026

Avanti Interiors carries premium door systems and hardware. They had a clear vision for what their online store should communicate: a curated range of products from Europe that designers, architects, and private clients in the United States could trust.

But hardware is a utilitarian item designed to disappear into the background. How do you build a site that feels high-end when the product itself doesn't naturally signal luxury?

What Makes Luxury

Since Shopify's templates handled most of the visual design, content and structure had yet to be shaped. A competitive audit of luxury home brands revealed two defining aspects of a high-end experience: storytelling and seamlessness.

Table comparing content outline, hero content, primary CTA, vocabulary, and messaging across luxury home brands.
Above

Competitive audit of luxury home brands examining vocabulary, narrative, and page structure.

Competitive audit of luxury home brands examining vocabulary, narrative, and page structure.

Above

Competitive audit of luxury home brands examining vocabulary, narrative, and page structure.

Telling a Story

As a new brand, storytelling was essential for creating a lasting first impression. I treated the online store as a physical one, where the customer's location guided the tone and writing.

Hand-drawn diagram mapping physical store locations to their online pages.
Above

The further the customer goes into the store, the deeper into the site they are.

The further the customer goes into the store, the deeper into the site they are.

Above

The further the customer goes into the store, the deeper into the site they are.

The homepage introduced Avanti Interiors, encouraging customers to envision their spaces with their products.

First version of the homepage hero and mission statement, headline reading Italian design for lives beautifully lived.’
First version of the homepage hero and mission statement, headline reading Italian design for lives beautifully lived.’
Revised homepage hero and mission statement, headline reading ‘Doors that shape modern living.’
Revised homepage hero and mission statement, headline reading ‘Doors that shape modern living.’

The first headline evoked a lifestyle but not what Avanti sells; the revision keeps the aspiration while making the offering clear.

First version of the homepage hero and mission statement, headline reading Italian design for lives beautifully lived.’
Revised homepage hero and mission statement, headline reading ‘Doors that shape modern living.’
Above

The first headline evoked a lifestyle but not what Avanti sells; the revision keeps the aspiration while making the offering clear.

Above

The first headline evoked a lifestyle but not what Avanti sells; the revision keeps the aspiration while making the offering clear.

In contrast, product pages communicated product knowledge with a straightforward tone, ensuring information remained faithful to manufacturer specifications.

Hi-fidelity mockup of the product page showing Push&Go EVO for desktop.
Above

One product template was built to hold any manufacturer’s specs, media, and documentation without redesign.

One product template was built to hold any manufacturer’s specs, media, and documentation without redesign.

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One product template was built to hold any manufacturer’s specs, media, and documentation without redesign.

Designing for Discovery

Given that the site would carry products from multiple manufacturers, the site structure needed to work universally for all products, across manufacturers. An inventory of all products across three manufacturers revealed the categories and product types that would shape the site's structure and filtering capabilities.

Spreadsheet inventorying products from three manufacturers, tagged by product type, product line, and navigation category.
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Inventorying every product across the three manufacturers uncovered shared categories that would shape the store.

Inventorying every product across the three manufacturers uncovered shared categories that would shape the store.

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Inventorying every product across the three manufacturers uncovered shared categories that would shape the store.

Sitemap of Avanti Interiors showing products organized under three top-level categories: Door Systems, Hardware, and Product Lines.
Above

These categories resolved into a single hierarchy that works regardless of manufacturer.

These categories resolved into a single hierarchy that works regardless of manufacturer.

Above

These categories resolved into a single hierarchy that works regardless of manufacturer.

Outcomes

For Avanti Interiors, establishing a clear brand presence was not just about aesthetics, but about building credibility and trust as a new brand. The site reflected the craftsmanship of products it carried.

Site analytics and metrics are confidential.

Further Reading