Williams Sonoma

Many Brands One Funnel

Williams-Sonoma, Inc., is a publicly traded consumer retail company headquartered in San Francisco, California and is one of the largest e-commerce retailers in the U.S. To support their international growth into a variety of emerging markets, we worked closely with the team to re-envision the digital branding for the division focused on driving sales to hotels, interior architects, developers and business. One of the overarching challenges was determining how to homogenize and unify the sign up process into Salesforce and streamline the users’ experience across the company’s eight sub-brands comprised of Pottery Barn, West Elm, PBTeen, Pottery Barn Kids, Rejuvenation, Mark & Graham, Williams-Sonoma Home, and Williams-Sonoma.


  • Digital Strategy
  • Funnel Optimization
  • User Research
  • UX/UI Design

Project Type

  • eCommerce
  • Lead Generation
  • Marketing Website
  • Wordpress Enterprise
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UX Strategy

Research + User Journey Across Eight Brands

Our process was driven by research across data, target audience members, stakeholders and any insights we could get our hands on. At its core, three major focal points were revealed as critical to our success. The first was creating a delightful yet robust user sign up flow that integrated directly with Salesforce and allowed for the user to abandon the process at any point and return to finish later steps that involved uploading tax forms or other documents that needed secure storage. The second was the need to assist a return visitors ability to find the brand they wanted to interact with and gives them quick access to each of the sub-brands systems, each with different shopping protocols and paradigms. Finally, the look and feel needed to be modernized and homogenized under the Williams-Sonoma Inc. moniker.

Brand Design

All Hands on Deck Brand Positioning Hackathon

To aid in our process and to help establish the digital presence for Williams-Sonoma’s business practice, we led a hands-on workshop to unite the team, creatively elevating key value propositions, brand attributes and a mission statement that would lead all future steps in the process and be reflected upon as we made future design decisions.

Custom Features, Administration and CMS

Wordpress for the Enterprise

For all of our enterprise CMS partners, we build WordPress themes from the ground up to ensure stability, security and code optimization. By focusing on the specific needs of a project and building what we need, we are able to optimize code allowing for better forward compatibility, easier maintenance and faster sprints that keep our partner teams focused on growth and not headaches.

Made with Love
in The Bay Area
We're an award-winning interactive agency specializing in digital applications, user experience design, brand alignment, and technical strategy.