For almost 50 years Daniadown Home has been known for designing and manufacturing superior quality bedding and home decor that their current site was not reflecting. To start, we wanted large, bold images to draw visitors into the site to promote exploration of the luxurious duvets and unique fashion bedding. Then, more emphasis was put on their product guarantees and product quality education was used to build shopper trust. Pointing out these differentiation points in Daniadown helped us to pinpoint the best content strategy for the redesign. History, Quality, & Selection With products sold by other retailers in stores across Canada, many users are not familiar with Daniadown as a stand alone retailer offering a full range of bedding and home decor.As the design evolved, we added more social signals and contact information to build trust for new visitors. We added more entry points and ways for users to explore the site further as they scrolled down the page. Catalog & Products The catalog features much larger images than the previous versions of the site giving shoppers a better look at the products. The product page now also gives the shopping controls much better visibility and better usability.