Virco Manufacturing
Where Shopping Meets Experience
Role
UX Designer, Web Developer
Year
2020
Type
UX + Web Design
Final Product
Outcome
The redesigned Virco site delivered a dramatically clearer path from browsing to buying. Need-based navigation reduced drop-off at the category level, the new visual system elevated brand perception among commercial buyers, and the component library gave Virco's internal team a scalable foundation for ongoing content updates.
Overview
Redesigned the digital presence for Virco, a leading manufacturer of furniture for schools and commercial spaces, creating a more intuitive browsing and shopping experience that connects educators and procurement buyers with the right products faster.
The Problem
Virco's existing website struggled to bridge the gap between its vast product catalog and the specific needs of educators and commercial buyers. The navigation was fragmented, product discovery was cumbersome, and the overall visual identity failed to communicate the brand's quality and heritage. Buyers had difficulty filtering by room type, grade level, or compliance standards, creating friction at the most critical point in the purchase journey.
APPROACH
01
Discovery & Stakeholder Alignment
Conducted stakeholder interviews and a full UX audit to map pain points across the browsing and procurement flow. Identified that most buyers arrived with a room type in mind, not a product, reshaping the entire navigation strategy around that insight.
02
Information Architecture
Restructured the product catalog with a need-based taxonomy, by space type (classroom, cafeteria, library) and audience (K–12, higher ed, commercial). Designed filtering and search systems that reduced time-to-product for first-time buyers.
03
Visual Design & Delivery
Developed a clean, approachable design system rooted in Virco's brand colors, pairing editorial photography with clear typographic hierarchy. Delivered responsive templates and a component library that the internal team could maintain and extend post-launch.