Knoll / CONTENT DESIGN
Writing the script for digital storytelling and shopping.
PHYSICAL × DIGITAL TRANSLATION
KnollTextiles had been one of the most respected names in modern design since 1947. Its digital presence was not telling that story.
01 / SEE
Hundreds of products. Materials. Performance specifications. Applications. Collections.
Decades of brand history. Founder stories. Designer collaborations. Collection milestones. Anniversary campaigns.
What was missing was a system for experiencing it digitally.
BEFORE: A static catalog built around an internal product structure
AFTER: KNOLLTEXTILES.COM + ADVANCED SEARCH + PRICE LIST
02 / SHAPE
Turn product information into an experience.
I worked with product, sales, customer service, purchasing, operations, and engineering to make complex product information easier to maintain and easier for customers to find and use.
I translated materials, performance specifications, product attributes, applications, and collections into structured information, navigation, search, customer-facing documentation, and reusable CMS patterns.
Then I made the case for the larger move: a redesigned shopping experience and KnollTextiles’ first immersive storytelling platform in Craft CMS.
03 / TEST
Product information became structured attributes, information architecture, navigation, search, reusable CMS patterns, and customer-facing digital experiences.
Brand history became photography, editorial stories, email, social, landing pages, collections, and launch moments.
The first proof was the KnollTextiles 70th Anniversary and Florence Knoll’s 100th Birthday. Archival photography, designer stories, product milestones, and material detail became a reusable model for every launch that followed.
The experience was designed around how people actually research and choose materials.
04 / SHIP
398% increase in online upholstery revenue.
150% increase in sitewide e-commerce revenue.
280% Instagram growth. 99% email-list growth.
05 / SCALE
When the site stopped behaving like a catalog and began behaving like a digital showroom, the numbers followed.
Next: Writing the script for a new category in the automotive industry.