propdesign

The brief was simple: new brand, new website. But we kept asking a harder question — how do we make this website actually convert visitors into consultations, not just look good? That question changed everything.

Finding the Right Idea

We explored a lot of directions. A moodboard builder. AI-powered style matching. Even a basic virtual reality room preview. Each idea hit a wall — either too complex to build, too expensive, or too much friction for the user.

So we stripped it back to one question: what does a user need to feel confident enough to book a consultation?

They need to see styles they love and feel heard before they even pick up the phone. That became the Style Library.

Design Decisions

The Style Library works like an e-commerce catalogue. Users browse interior looks filtered by room type and style — Classic, Contemporary, Traditional Indian, Minimalist. They save looks to a Style Cart, add a message, and check out to book a free consultation.

WooCommerce made it buildable within budget and timeline. The "add to cart" mental model meant zero learning curve — users already knew how to shop online.

The key insight: Most interior design websites ask you to fill a generic form. PropDesign now asks you to show them what you love first. That context makes every consultation more valuable for both sides.

How It Came Together

PropDesign had brought in an external consultant to help reshape their positioning and understand their target customer. We worked closely with her throughout — she helped define what the website needed to feel like and who it was speaking to. That clarity shaped every design decision.

Our content writer worked alongside us, drafting copy that I then updated directly on the website. I also sat with the PropDesign team to map out the full Style Library — every style they offer, every room type they handle, custom options included. That became the backbone of the catalogue.

Developers turned around the first draft within a week. I didn't just hand off and step back — I reviewed the build critically, gave detailed feedback on what needed to change, and worked in parallel with the dev team through multiple iterations. I also handled all content uploads, imagery, and final optimisation myself.

Full brand and website shipped in 30 days.

Brand Identity

Alongside the website I led the full brand refresh — new logo, colour system, and typography. The warm earthy palette and refined typography were designed to signal premium quality without feeling cold or corporate. My team handled social media assets and advertising in parallel.

The Impact

PropDesign shared the new site with their existing network. Within the first week, 20 organic leads came in through the Style Library flow. No paid ads. No campaigns. Just a better experience that made people want to engage.

The Style Library reframed how PropDesign connects with clients — from a passive portfolio to an active conversation starter.

The Trade-offs

Every real project has constraints. Here's what we worked around on this one.

Imagery: The vision was curated, multi-image galleries for every room and style — showing different angles, lighting, and moods. Reality was AI-generated images with one per style, due to time and resource limits on the client side. It works, but it's not the full experience we had in mind.

The moodboard pivot: We didn't abandon the moodboard idea immediately — we actually worked on it for a few days. The client then pushed for a faster delivery timeline, which is when we made the call to pivot to the Style Cart flow. In hindsight it was the right decision, but it wasn't the original plan.

Development constraints: The Style Cart and checkout went through changes during development. The custom message field visible in the design didn't make it to the live site due to technical limitations from the dev team.

Portfolio imagery: The "See Our Work" section suffers from undocumented projects and unstyled spaces. The client never photographed their completed interiors professionally — what's live is functional but doesn't do justice to the actual quality of their work.

See the final product live at propdesign.in