Parnham Group is a family business with over 50 years’ experience across lifestyle and furniture brands including Huset, Relaxhouse, Level, and The Therapeutic Pillow.
This project focused on the development of a comprehensive UX and design strategy to support future e-commerce growth across the group’s portfolio. The objective was to improve product discovery, create consistency across brands, and establish a scalable UX framework capable of supporting multiple product types and audiences.
This programme represents a completed UX and design strategy phase that did not proceed to launch due to changes in commercial direction.
To gain insights into user needs and behaviours across the Parnham Group brands, initial research was conducted using a combination of analytics review, qualitative insights, and competitor analysis.
This phase focused on identifying differences in purchasing intent across brands, from considered furniture purchases to repeat-purchase wellness products, and understanding how users navigated product ranges within each category.
Insights gathered during this phase informed the development of experience principles and highlighted key friction points within existing product discovery and navigation patterns.
User journeys were mapped to identify opportunities for improvement across key touchpoints, including category browsing, product comparison, and decision-making stages.
Competitor analysis was conducted to understand industry standards and emerging patterns within the lifestyle and furniture space, providing context for where Parnham Group’s digital experience could differentiate while remaining intuitive and accessible.
This process helped define opportunities to simplify navigation, reduce cognitive load, and better support users throughout longer consideration cycles.
Existing website analytics were reviewed to identify behavioural trends, high-traffic pathways, and areas of user drop-off across the portfolio.
These insights informed UX recommendations aimed at improving engagement, supporting clearer product discovery, and aligning content hierarchy with user intent.
While the programme did not progress to implementation, analytics considerations were embedded throughout the strategy to ensure future decisions could be validated and iterated based on user behaviour.
Design work focused on establishing a calm, scalable experience framework that could be applied consistently across multiple brands while allowing for individual brand expression.
The proposed design direction prioritised clarity, accessibility, and restraint, ensuring interfaces supported product content rather than competing with it.
High-fidelity design concepts were created to demonstrate how shared UX patterns, navigation structures, and content hierarchy could be applied across different brands within the group.
The programme delivered a clear UX and design foundation to support future digital growth across the Parnham Group portfolio, including:
A phased rollout strategy was proposed to support validation and reduce risk across the portfolio.
The recommended approach involved initial rollout on a single brand to test assumptions, followed by iterative refinement and progressive adoption across remaining brands using shared UX foundations.
This approach was designed to balance operational efficiency with flexibility and long-term scalability.
This project demonstrates a strategic, system-led approach to UX design within a complex, multi-brand environment.
While the programme did not proceed to launch, the work delivered a robust UX framework and design direction capable of supporting long-term growth, improved usability, and consistency across the Parnham Group portfolio.
