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Modern furniture store with the XcalibuR configurator

Shopware B2C Commerce: UrbanDesign

UrbanDesign, founded in 2024, offers modern furniture that combines high quality with sustainability, manufactured in collaboration with European suppliers. Customers can customise their furniture and purchase it either online or, following a consultation, at the showroom in Zurich-Regensdorf.

www.urbandesign.ch

Die responsive Webseite von UrbanDesign dargestellt auf einem Apple IPad und Iphone
Abbildung einer Checkliste in schwarz

Task

Brand positioning with a new range of furniture for a national target audience

Abbildung einer Treppe in schwarz weiß

Solution

Emotional brand design in an online shop featuring a furniture configurator

Icon einer Glühbirne in schwarz

Result

Successful brand positioning with a user-focused e-commerce solution

COMPREHENSIVE SOLUTION FOR BRANDING, DESIGN AND ENGINEERING

Challenge: Positioning a new furniture brand

UrbanDesign faced the challenge of establishing itself as a new brand and reaching a national audience across various channels.

Omnichannel strategy for a strong market presence

An omnichannel strategy was developed for the market launch, seamlessly connecting brick-and-mortar retail with digital platforms. The aim was to create a consistent brand experience – both online and in-store – featuring modern design, intuitive navigation and a robust technical foundation for digitally savvy customers.

Digital marketing of versatile furniture variations

A key challenge lay in the digital presentation of complex furniture variants. Individual configurations needed to be possible from a limited selection and presented clearly, including price details – functionally compelling and visually high-quality.

 

Our services

  • UI & UX Design: Development and Implementation

  • A user-friendly mobile-first approach

  • Implementation of an additional sales channel using Shopware 6

  • Development of a custom Shopware template

  • Integration of the XcalibuR configurator from burgdigital

  • ‘Product Wizard’: Preselect all products via a layer

  • Free fabric sample: Concept & One-Page Checkout

  • Implementation of modern payment methods
Die Leistungen von burgdigital bei UrbanDesign inkludieren unter Anderem ein Mobile-first Designkonzept und den XcalibuR Möbelkonfigurator.

TAILORED APPROACHES FOR SUSTAINABLE SUCCESS

Our approach: Branding & User Experience

To create a modern and user-friendly e-commerce experience, a new sales channel based on Shopware 6 was implemented. A bespoke design concept presents the UrbanDesign brand in the best possible light, both visually and functionally. In addition, efficient tools simplify the purchasing and configuration process and ensure a seamless user experience.

Holistic brand & design concept

A holistic corporate identity concept was developed for UrbanDesign, defining clear brand values and ensuring a consistent presence across all channels.

Optimal display on all devices

A mobile-first approach ensures high usability on smart devices and a scalable, responsive display on larger screens. Intuitive navigation structures ensure an optimal customer journey..

User-friendly one-page checkout

The clear, one-page checkout consolidates all order steps and offers modern payment options such as Twint, PayPal and Apple Pay – for a simplified purchasing process and higher conversion rates.

Das Marken- und Designkonzept von UrbanDesign definiert klare Markenwerte und schafft eine konsistente Präsenz über alle Kanäle hinweg.
Innerhalb der Shopware-6-Umgebung von schubiger.ch wurde urbandesign.ch als zusätzlicher Vertriebskanal geschaffen.

Additional sales channel with Shopware 6

Within the Shopware 6 environment of schubiger.ch, urbandesign.ch has been implemented as an additional digital sales channel. A custom-developed template ensures a consistent brand experience and integrates seamlessly into the existing system landscape.

Future-proof shop solution

The seamless integration enables centralised management and creates a scalable foundation for further growth. Optimised structures improve the customer journey and connect both platforms seamlessly.

Efficient product configuration with XcalibuR

The integration of XcalibuR into Shopware 6 enables flexible product configurations with realistic 3D visualisations. Materials, colours and sizes can be customised from various angles and are immediately visible – helping customers make an informed purchasing decision.

Intuitive configuration & product pre-selection

Product data from XcalibuR is displayed in a structured manner by product group and filter, and is supplemented by guided queries and optional live advice. The integrated Product Wizard also supports quick pre-selection and efficiently guides users to the configurator.

Sample ordering with integrated data processing

Customers can order free fabric samples at checkout. All requests are automatically recorded in HubSpot, enabling structured data management, better tracking and optimised customer communication.

Mit dem „Product Wizard“ erhalten Kunden eine innovative Vorauswahl, die den Kaufprozess intuitiv und effizient gestaltet.

INNOVATIVE RETAIL SOLUTION FOR DESIGN-CONSCIOUS SHOPPERS

Results & Added Value

Thanks to modern technologies, UrbanDesign combines brick-and-mortar retail with online advice to create a seamless shopping experience. From a limited selection of furniture ranges, the configurator generates a wide variety of customised combinations that meet around 90% of the target group’s needs. This has resulted in an attractive, shoppable online offering.

High efficiency & sustainable brand positioning

The modern, efficiently manageable shop platform combines a clear brand identity, user-friendly design and an innovative configuration solution. The integration of Shopware 6 and XcalibuR boosts efficiency, opens up new sales channels and positions UrbanDesign sustainably as an independent brand.

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Auf dem Bild ist ein Screenshot der Stoffauswahl des Onlineshop von Urban Design.
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FREQUENTLY ASKED QUESTIONS – CLEAR ANSWERS

FAQ on the implementation of the UrbanDesign e-commerce project

What were the key objectives in developing the UrbanDesign online shop?

The aim was to position UrbanDesign as a standalone brand in the digital space and to appeal to a national audience. At the same time, the aim was to create a seamless shopping experience that combines in-store retail, online advice and customised product configuration.

Why was Shopware 6 chosen as the technical platform?

Shopware 6 offers a flexible, scalable platform that is ideally suited to complex product structures and future growth. Its modular architecture enables seamless integration into existing system landscapes and supports the centralised management of multiple sales channels.

How does product configuration with XcalibuR help customers make purchasing decisions?

XcalibuR enables realistic 3D product configurations in which materials, colours and sizes can be visualised directly. Guided queries and structured variant logic reduce complexity and help customers find the right configuration more quickly.

What advantages does the solution offer for future growth and additional sales channels?

The combination of Shopware 6, XcalibuR and a clear brand and UX strategy creates a scalable foundation for new markets, additional brands or further digital touchpoints. Optimised processes and centralised data structures support sustainable growth and efficient further development.

Mitarbeiterfoto

Together, we bring your vision to life.

Eugen Schitik
COO
Head of Projectmanagement

eugen.schitik@burgdigital.de

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