BDI Furniture

  • BDI Furniture
  • Challenge

    Tell the BDI story in a clear, consistent, and compelling way that helps users discover products and ultimately find a retailer.

  • Solution

    Develop a content model and brand strategy to guide new content decisions; use redesigned product pages as the foundation of the site.

  • Results

    A completely rebuilt, reorganized, and redesigned site that is an authentic representation of BDI’s mission to make beautiful design practical. As a result, BDI had a 27% increase in the conversion rate of sessions clicking to find a retailer.

Smart is beautiful. BDI (Becker Designed, Inc.) is known for its high-end furniture that pairs a modern design aesthetic with uncompromising performance and practicality. Unfortunately, their aging, hard-coded HTML site was rapidly falling behind their own meticulous design and functionality standards. To successfully rebuild the site, we needed to take BDI’s “sweat the details” company ethos and translate it into a compelling brand story on a modern CMS, Craft. On the back-end, we had to turn reams of offline product information into a functional data model, reimagine the entire site architecture, and introduce new ecommerce capabilities using Craft Commerce.

  • Brand Strategy Starting with Strategy

    The initial phase included research, communication challenge and opportunity definition, and the selection of a final brand strategy direction. This early exploration helped guide the full redesign of the site.

  • Design Prioritizing Products

    Product pages are the real heart of the site, so they had to be both beautiful and practical. We designed them with an initial “info” panel that clearly surfaces product details buried in the previous design. We also introduced a “marketing” module to showcase large environmental images and a “feature detail” section that pairs descriptions of product functionality with detailed product close-ups.

  • Content Migration Painless Data Migration

    Every BDI product has its own unique set of data, including shelf and compartment dimensions, weight capacity, finishes, and more. We worked with BDI’s in-house developers to map the data within their legacy system, translate it to our new Craft data structure, and then import it using a Craft plugin.

  • 27%

    Post-redesign, experienced a 27% conversion rate increase among sessions searching for a retailer.


We took BDI’s brittle, outdated site and translated it into a compelling brand story on a modern, flexible CMS. With a reimagined site architecture, a completely new build that introduced ecommerce, and a meticulous redesign, the new site truly represents BDI’s mission to make beautiful design practical.