Schneiderman’s offers a vast selection of top quality furniture that reflect their customers personal style without the high costs. Schneiderman’s new website redesign had to embrace their steadfast ideals and reflect a more premium and progressive style while honoring their mid-century modern roots. A brand new store opening also required an updated wayfinding system.



Art Direction, Design,
Strategy & Wayfinding



The biggest requirement for the website redesign was adhering to a wireframe created by an external company with Korn Ferry stakeholders. More importantly, the new experience had to be compatible with thousands of existing content pages.

A heuristic evaluation helped display that the number of user journeys from one place to the other was limited due to the fact that there was an overwhelming navigational hierarchy over three levels deep nestled within a hamburger menu.

The brand was very active in social media and sharing content about their services and market trends, but accessing the thousands of content pages throughout the site was almost impossible.


Taking into account the relationship between the existing code and the implementation of the new design, I worked to develop a user interface that could be progressively enhanced. A grid based modular system was created taking into account hundreds of elements and modules featured in the low-fi wireframes.

The confusing navigation was discarded for a more accessible top menu featuring a secondary pop-up menu. This enabled users to navigate the pages with ease while gaining access to micro sites featuring additional levels of navigation and filters.

To ensure the content was consumed, careful attention was paid to typography. The Proxima Nova typeface was chosen for it’s modern aesthetics but capable readability. The font family was capable for both headlines and copy which perfectly complimented the grid system.