Furniture & Retail
Shomrat Hazorea
An e-commerce platform for a leading Israeli furniture company, offering a curated range of high-quality, design-led pieces.
Type
B2C
Role
Product Designer
Scope
- E-commerce UX
- Guided selling
- Information architecture
- Responsive web
Shomrat HaZorea is one of Israel's leading furniture and home design retail chains. Like most traditional retailers of its size, the brand already had an e-commerce platform - but the existing user experience was purely transactional and technical: a standard catalog focused mainly on specifications and rows of products, with no real space for lifestyle inspiration or personal connection. The new platform was created to change that. The goal was to design an immersive, inspiration-led shopping experience that addresses the deep psychological barriers customers face when purchasing high-ticket furniture online - while balancing clear information architecture with rich media, intelligent logic, and intuitive tools for guiding user decisions.
01 · Section
Guided Selling Experience
The experience of interacting with a physical in-store sales advisor, designed to solve the problem of choice overload. Users enter a clean and intuitive interface where a virtual assistant, "Asaf," guides them through the process using simple, conversational questions. Instead of complex technical filters, decisions are made through visual cards and intuitive language that simplifies the decision-making process. While the user engages with the assistant in the center of the screen, the left side of the interface updates in real time, continuously surfacing the most relevant product results.
02 · Section
From Inspiration to Conversion (Homepage)
The new homepage was designed to bridge the gap between open-ended browsing and making a purchase decision. Instead of overwhelming users with an endless grid of products, the page creates a focused and guided experience that helps users efficiently reach their intended destination. A clean information architecture establishes visual clarity and reduces cognitive load, enabling users to move through the journey naturally and with minimal effort.
03 · Section
Overcoming Hesitations - The Product Page
Purchasing high-ticket furniture online is often accompanied by concerns around dimensions, comfort, and trust. The new product page was designed as a "friction remover": The purchase area centralizes configuration and color selection in a simple, intuitive way, alongside a rich media gallery that includes video of the product in real home environments, helping users better understand scale and proportions. Critical logistical details are presented through collapsible accordion components, keeping the page clean and focused on conversion.
04 · Section
Outcome
The result is a complete, modern e-commerce platform that transforms the traditional furniture buying journey into a smart, seamless, and conversion-driven digital experience. By combining a clean, modular information architecture with interactive inspiration-driven solutions, the site successfully balances open-ended browsing with a significant reduction in cognitive load for the user. The project's standout feature - the Guided Selling experience powered by a virtual sales assistant - effectively solves the consumer problem of choice overload by simulating a human consultation and delivering a dynamic, real-time personalized results feed. Ultimately, the new platform not only elevates the brand experience but also serves as a powerful business tool that bridges the gap between physical and digital retail, maximizing conversion potential at every stage of the customer journey.