Design Within Reach’s B2B business, DWR Contract, sells large volumes of furniture to architects, designers, and hospitality brands furnishing non-residential spaces. The sheer scale of potential within the product collection, along with the logistics of orders, requires a different lens from consumer-focused retail. Regional sales reps covering large territories were stretched thin from working without a central product inventory or customer relationship management. Likewise, clients were self-servicing by going to 20+ different brands' sites to hunt for information and images. In an immersive collaboration with sales, logistics and digital teams, we designed a tool to elevate the entire design and specification process, making everyone’s job more creative.

Merge the best features of ecommerce, design planning, and CRM.

The new DWRC site allows architects, design teams, and sales reps to collaborate throughout the project cycle. Logged-in clients can filter by use, size, style or color; download 3D resource files or swatches for presentations; create their own custom furniture configurations; request options to meet budget or timelines; organize by projects, floors or rooms, and coordinate delivery dates and logistics. For sales reps, the platform transforms what used to be a trail of emails, attachments, tear sheets, and spreadsheets into a visual interface for increased productivity with a single database of product information. The end result is a visual purchase order that gives confidence to all parties.

Mobile first workplace. 

Across all industries, the “workplace” is no longer in the office or on a desktop alone. To set a new standard, this web product needed to be completely mobile so designers and reps can search product information on the fly, communicate with clients and collaborators, and track orders in progress.