As one of the UK’s leading kitchen manufacturers, Symphony Group faced a familiar challenge: adapting their digital experience to match the changing expectations of today’s online-first consumers. With the online experience of purchasing a kitchen evolving, the website had to do more than showcase products — it needed to intelligently guide users towards meaningful actions.
Focusing on the data, our team conducted a comprehensive GA4 analysis to understand behavioural trends, friction points, and drop-off moments across the site. This was paired with targeted user surveys, allowing us to capture motivations, hesitations, and intent straight from the source.
To further refine our understanding of user behaviour, we deployed heatmap tracking tools to monitor engagement across key landing pages. These insights revealed how users were interacting with content, where they were losing interest, and which elements were being overlooked entirely.
From this foundation, we used the data to define three distinct consumer groups, each with their own needs, expectations, and goals. These personas informed our new design architecture, and became the focus of a structured programme of CRO (Conversion Rate Optimisation) testing. Through iterative A/B testing, we validated navigation flows, content placement, and design treatments tailored to each audience segment.
One of the most complex challenges was managing Symphony’s large and varied content library. Our solution was to develop a flexible pattern library, enabling the team to build bespoke, user-focused layouts that catered to each persona — without compromising on brand consistency or scalability.
