Erik Mashkilleyson

Work / Framery

Framery

Helping people find their space to focus.

Client
Framery
Project
UX strategy for Framery’s global digital experience
Year
2022–2023
Sector
Workplace products
My role
UX strategy
Themes
Behaviour, Culture, Technology, Growth
Sheet
06
Fig. 01
Two phones showing the renewed Framery website in Finnish.
Audience needs shape the structure of the global website.

I led the UX strategy for Framery’s global website renewal, using customer journeys, behavioural data, category research and competitor analysis to rethink how people discover, compare and buy workplace pods.

01 System

A physical product with a complex digital journey

Framery’s website serves people with different relationships to the workplace. A potential buyer may be exploring the category, comparing products or looking for a practical next step. An architect may need detailed information and downloadable materials. Visitors in different markets need relevant content and a clear route to local support.

The renewal also needed to accommodate the relationship between Framery’s physical products and its growing smart-workplace offer. The digital experience had to make that breadth easy to navigate.

02 Story

Understanding the decision

Discovery began in October 2022. I used UX research and audit work, behavioural data, customer journeys, category research and competitor analysis to understand the information people needed and the decisions the website had to support.

That work informed the information architecture, product discovery and conversion paths. We considered architect journeys, localisation, search and the ways visitors move between an initial workplace need and a specific product or enquiry.

The aim was to give every important audience a useful path through the experience. Product information, comparison, downloads and contact routes each had a role in helping someone take the next step.

Fig. 02
Hand holding a phone with a Framery product page.
Product discovery connects workplace requirements with a relevant solution.

03 Society

From strategy to launch

The renewal programme began in January 2023, and the MVP launched in May. Leroy handled visual and interface design. Avidly delivered the wider strategy, technical consultation and implementation.

My role was to establish the UX direction that connected the research with the renewed experience. The work supported a global website that could help people explore the offer, find relevant information and move towards a decision.

Fig. 03
Planning note: architect journey, with a redesigned architect page, front page cues and content optimisation for architects.
Architect journeys make technical information and downloadable materials easier to reach.
My role

I led the UX strategy for the global website renewal.

What we created
  • UX research and audit
  • Customer journeys
  • Category and competitor analysis
  • Information architecture
  • Product discovery and conversion paths
  • Architect journeys and localisation
Impact
  • Active users increased 47%.
  • Form submissions increased 82%.
  • File downloads increased 25%.
  • Events increased 57%.
  • Events per user increased 7%.

These figures were reported by the client following the website renewal and describe the wider project outcome. [Measurement window and baseline to be added.]