Reinventing Online House Plan Discovery Through Brand, Design, and Digital Experience

The problem

A Website That Underserved Brand, Experience, and Conversion

Houseplans.net had an extensive product catalog and decades of industry presence, but the existing website did not reflect the depth and professionalism of the business. Product messaging lacked clarity and visual hierarchy, making it difficult for users to understand the breadth of designs and the value of differentiation between plan types, filters, and customization options.

The user experience did not support a modern online buying journey. Visitors struggled to browse large collections efficiently, compare options, and confidently complete purchases. The e‑commerce experience did not clearly guide users through selection, plan customization, checkout, or fulfillment, lowering conversion potential and amplifying support inquiries.

From a brand perspective, the digital presence did not communicate trust, design expertise, or the emotional excitement associated with planning a new home. The visual design felt dated and inconsistent with how customers expect premium online shopping experiences to feel, especially in a category where inspiration, clarity, and confidence matter.

The solution

A Brand Led Digital Transformation With E‑Commerce and Backend Enhancements

Dotlogics worked with Houseplans.net to overhaul the entire digital experience from the ground up, starting with strategy and messaging that clarified the brand's role as a trusted resource and retailer for house designs.

The new website features:

• Brand clarity and visual redesign: A refreshed visual identity with updated typography color systems and creative graphics to better communicate expertise, trust, and design value.
• Modern e-commerce product experience: Comprehensive catalog architecture with intuitive filtering, plan discovery, comparison views, and seamless purchase flows to reduce friction and increase conversions.
• Customer journey improvements: Clear pathways from browsing to decision backed by enhanced plan detail pages, rich visuals, and structured purchasing cues.
• Custom backend development: New systems to support better order fulfillment workflows, marketing automation, integrated lead management, and improved operational support to align digital activity with business processes.
• Ongoing support and optimization: Continued development to refine features, respond to user behavior data, and support marketing automation for promotional campaigns and user lifecycle engagement.

Through this transformation, the digital experience now aligns with both the emotional motivations of home plan buyers and the operational needs of the business.

The results

A Digital Platform That Reflects Brand Strength Drives Engagement and Business Value

The redesigned Houseplans.net platform now embodies the company's longstanding industry expertise through clear messaging, modern visual design, and a functional e-commerce experience.

Customers can easily discover and compare house plans, understand plan features, and complete purchases with confidence supported by improved visual storytelling and product clarity.

Operationally the custom backend enhancements reduced manual fulfillment friction, improved order accuracy, and enabled integrated marketing automation workflows that support email follow ups, promotional segmentation and post purchase engagement. This has led to a stronger foundation for repeat business and scalable growth.

Most importantly the digital transformation elevated Houseplans.net's online presence to match the quality of its catalog and service approach. The platform now not only drives better conversions but also reinforces trust and credibility with visitors, supporting long term customer engagement and measurable business outcomes.