The order form was the funnel
When a product is made to the customer’s own measurements, every sale runs through one form. We rebuilt that form, and the storefront around it.
The brief
A custom product with no forgiving path
Each unit is built to dimensions the customer measures themselves. They take the measurements, report the clearances around the space, choose a finish, and commit. There is no standard size to fall back on and no returning a unit cut wrong.
That puts unusual weight on one screen. The order form is not a step in the funnel, it is the product experience. The form we inherited asked for everything at once, on a single screen, with no validation until submit.
What we built
Three workstreams, one release
Storefront sections first, so the pages feeding the form could qualify a shopper. Then the form itself, rebuilt as a guided flow. Then an icon system, because the hardest question in the flow is one a shopper answers with their eyes.
- Before and after sliders
- Value proposition and proof bands
- Suggested pairings
- Rebuilt collection browsing and filtering
- A guided five-step configurator
- Help and answers available at every step
- Visual choice cards in place of jargon
- A review step that edits back to any answer
- Size icons drawn at true relative scale
- Purpose-drawn art for every option
- One held style across the whole set
- A printed reference sheet for the client
The flow
Five questions, asked in the order a space gets measured
The rebuilt form asks five questions in sequence, validates each before it moves on, and lets the shopper walk back to any answer without losing the rest.
The result
Two releases, two steps up
Conversion rate is the right measure here because it is already normalized: it moves only when the same visit behaves differently. It stepped up as the storefront sections landed, held, then took its largest single jump once the rebuilt form went live.
The takeaway
The configurator is the product page
On a made-to-order product, the form is not paperwork standing between a shopper and the thing they want. It is where the buying decision happens, and it deserves the attention a product page gets.