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Client
Amardeep Designs
Services
Research Strategy
UX Design
Website Design
Amardeep Design Website Redesign: A Deep Dive into User-Centric Design
Overview :
The redesign of the Amardeep Designs website focuses on creating a user-centric digital experience tailored to architects. The approach balances visual sophistication with functional clarity — ensuring the platform is not only aesthetically refined but also intuitive to navigate and use.
Rooted in an understanding of how architects discover, evaluate, and specify products, the website is designed to support real workflows — enabling deeper engagement with both the brand and its offerings. The result is a digital experience that feels considered, purposeful, and aligned with the needs of its primary users.
Rooted in an understanding of how architects discover, evaluate, and specify products, the website is designed to support real workflows — enabling deeper engagement with both the brand and its offerings. The result is a digital experience that feels considered, purposeful, and aligned with the needs of its primary users.
Amardeep Design Website Redesign: A Deep Dive into User-Centric Design
Overview :
The entire process behind the new Amardeep Design website, highlights our commitment to user-centric design, particularly for our target audience of architects. We believe in creating digital experiences that are not only aesthetically pleasing but also highly functional and intuitive, ultimately fostering deeper engagement with our brand and products. This website redesign is a testament to that philosophy.
Client
Amardeep Designs
Services
Research Strategy
UX Design
Website Design
(UNDERSTANDING THE USER’S NEEDS)
Our process began with direct conversations with architects, the primary users of the platform, to understand how they discover, evaluate, and specify furniture within the larger project lifecycle.
What emerged was a clear insight: most furniture platforms engage too late in the process, once key decisions are already made. However, architects prefer to explore options much earlier, during concept development and spatial planning, when they are still shaping intent.
This shifted our approach. The website was designed not just as a product catalogue, but as a tool that integrates into the early stages of an architect’s workflow, making it easier to explore, compare, and build direction from the outset. Every interaction is therefore geared towards reducing friction and supporting faster, more informed decisions.
What emerged was a clear insight: most furniture platforms engage too late in the process, once key decisions are already made. However, architects prefer to explore options much earlier, during concept development and spatial planning, when they are still shaping intent.
This shifted our approach. The website was designed not just as a product catalogue, but as a tool that integrates into the early stages of an architect’s workflow, making it easier to explore, compare, and build direction from the outset. Every interaction is therefore geared towards reducing friction and supporting faster, more informed decisions.
(Visual Direction)
The website's visual direction was crafted to appeal to our primary users, architects, balancing sophistication with modern boldness. This involved breaking away from conventional furniture website formats to create a more engaging and visually appealing experience.
(Feature Development)
The platform introduces a set of features designed to align with how architects explore, evaluate, and specify products within their workflow.
Interactive 3D models with AR and download capabilities help architects better understand form, scale, and context. Configurable product renders allow for quick comparisons, supporting early-stage decision-making. The moodboard tool, integrated with a collective quotation feature, streamlines the move from exploration to selection. Architects can organise options, build direction, and estimate budgets within a single system, simplifying what is typically a fragmented process.
These features reduce friction, save time, and support more informed decisions across the design journey.
Interactive 3D models with AR and download capabilities help architects better understand form, scale, and context. Configurable product renders allow for quick comparisons, supporting early-stage decision-making. The moodboard tool, integrated with a collective quotation feature, streamlines the move from exploration to selection. Architects can organise options, build direction, and estimate budgets within a single system, simplifying what is typically a fragmented process.
These features reduce friction, save time, and support more informed decisions across the design journey.
(User Testing)
We conducted a focused round of user testing across key sections like: Moodboard, Spaces, and overall navigation to ensure the experience aligned with how architects actually browse and evaluate. The feedback led to subtle but critical refinements, from making key actions more prominent to rethinking pagination and refining microcopy—bringing greater clarity, ease of navigation, and sharper decision-making cues into the final site.
CLIENT TEAM
EMPIRICI TEAM
Isha Vora (Lead)
Athen Puthiyangath
Nivethitha Anand
Shailly Maheshwari
collaborators
Primathon (Website Development)
EMPIRICI TEAM
Isha Vora (Lead)
Athen Puthiyangath
Simran Satija
Samruddhi Godbole
CLIENT TEAM
State of Architecture in South Asia
Brand Identity / Communication / Exhibition Design
Amardeep Design
Brand Strategy / Brand Identity / Communication
Symphony Heights
Brand Strategy / Brand Identity / Print Design / Website / Spatial Graphics
State of Architecture in South Asia
Brand Identity / Communication / Exhibition Design
Amardeep Design
Brand Strategy / Brand Identity / Communication
Kakkassery
Brand Strategy / Brand Identity