2013 Mobile Awards

mobile, web, IoT, desktop, connected devices
design champion, best studio, best start-up & IoT
plus 20 specialist nomination categories

demand design, celebrate courage

Freedom Furniture [DRAFT]







Project Overview

Freedom Furniture identified that 10-15% of total site traffic was visiting via a mobile device. With no dedicated mobile site, Freedom acted fast and looked to create a mobile site to reinforce and position the brand as a modern, aspirational brand, leading the way in providing quality furniture and homewares, by offering a seamless shopping experience across multiple platforms and devices.

Project Commissioner

Freedom Furniture

Project Creator



Senior Solutions Consultant - Nikolaj Hendel
Project Manager - Vidya Rajaram
Business Analyst - Jenny Hsu
Account Manager - Fiona Hart
Front-end Developer - Mark Boere
Developer - Ben McCallum
Creative - M&C Saatchi

Project Brief

Freedom Furniture's customers have an expectation that the brand’s products and services can be easily accessed on all devices. The characteristics of Freedom’s target market of women aged 25 – 49, they tend to be busy working professionals in which quality and style is important.

The overall aim was to optimise both the Freedom AU and NZ sites for mobile, creating a seamless user experience that compliments both the desktop and in-store experience to meet Freedom customers’ needs and expectations.

The key objectives for the mobile site included:

• Increase online sales revenue
• Drive in store visitation
• Improve user experience

The existing platform for the Freedom website was chosen to ensure the seamless integration of Ecommerce capabilities, SEO optimisation, ERP integration and Enterprise search as part of the mobile site development.

Project Need

The launch of the site has positioned Freedom as leading the way in the Australian furniture/homewares offering a rich, seamless experience across multiple platforms. The key innovative features include:
• 'Love it, Pin it' – integration with pintrest, recognised as a key area for growth for furniture retail

• Responsive – this ensures the site responds to varying devices in the mobility market. With the introduction of new products i.e. iPad mini, this ensures Freedom are offering optimum user experience to all possible devices in the market

• Deal of the week showcased on homepage - enhancing call to action

User Experience

Freedom identified that mobile users don’t want to spend hours reading about product detail and offering, their purpose is different. Mobile users are often looking for a phone number, checking a price, searching for a store location or for a single fact. They then go in store or use the Ecommerce enabled desktop site to facilitate a purchase.

The mobile shopping experience utilises the key areas of the website to offer a tailored, rich user experience with localised information for the customer. The mobile site leverages the powerful search capabilities, simple clear navigation and fast filtering functions included within the website.

Key usability features include:

• Store finder – the nearest store is displayed based on the user’s location
• My Freedom (my account) allows users to log in to their account and to access saved information e.g. addresses and add items to a wishlist
• My Wishlist utilises the mobile platform as a source for browsing and allows users to add items to this to purchase at a later date
• Simple and secure checkout process, providing a flawless shopping experience for customers

The design features include:

• Location form - to offer a personalised experience
• Clean, simple on brand design
• Scrolling hero image highlighting current offers – to encourage call to action
• Simple homepage navigation e.g. Furniture, Homewares, Services, Offers, 'My Freedom' and Store finder

Project Marketing

Since the launch the mobile site traffic continues to increase and now represents over 20% of total visits to Freedom’s online offering.

After the homepage, the next highest viewed page is the store finder. This indicates that people are using these devices while on the move and looking to find specific information relating to their closest store location, opening hours and contact information, highlighting the objective of driving in store visitation has been achieved.

The mobile site has created a significant increase in client traffic towards the Freedom brand.

• Improved customer engagement
• Improved user experience that is relevant and on brand
• Enhanced offering - additional revenue stream through mobile commerce
• Greater promotion of products on social media
• Greater efficiency and cost savings - the site is fully manageable in the CMS which also powers the website
• Further insight into customer behaviour through mobile specific analytics

This category relates to applications that have been developed for the home and garden, such as DIY, energy and water saving, building, furnishing, home improvements, gardens and outdoor living


More Details