Figma has been making waves in the design space, and as a web design and development agency, we were eager to test it on a larger-scale project.
Our first opportunity came when DiamondCore Tools, a premium pottery tool manufacturer, engaged us to redesign their homepage with a clear goal. We set out to dig into the user experience, customer flow, sales numbers, and create a new experience that improved UI/UX, got customers to the products they wanted faster, showcase newer and higher margin products, increased engagement and conversion rate, and allowed for precise communication with client feedback.
Conversion-Focused Wireframe
The project began with a conversion focused wireframe in Figma, informed by our in-depth analysis of the company’s analytics data. We mapped intuitive navigation, clear product categorization, strong information hierarchy, and prominent calls-to-action. This structured foundation created a seamless user journey that guides shoppers browsing to buying or engaging with minimal friction and NO wasted clicks.
Bringing the DiamondCore Vision to Life
Building on the conversion focused wireframe, we layered in their brand personality—bright, inviting colors, rich product photography, and clear product groupings that reflect the artistry of pottery-making.
The result is a homepage that blends beauty with business goals, inspiring customers while streamlining the path to purchase. The final step is gathering the conversion data to quantify the increase in sales and conversions directly back to our work, showing positive ROI on the project and to put a number on the impact that the project has on the website revenue.
Scaling Up with Solar Gard
At Chase Design, our roots run deep in Adobe Illustrator and Photoshop. These are tools we’ve mastered for everything from wireframes to full-scale visual design. But in our industry, evolution is key. Figma represents that next step: a platform built for UI/UX design, offering real-time collaboration, interactive prototyping, and seamless scalability.
For this project, we paired our Illustrator expertise with Figma’s flexibility. Custom-designed elements were integrated into the design system, allowing components to be reused across multiple pages and layouts. This approach streamlined the creative process and supported the scalability goals central to the project’s success.
Next came a multiple page project with a new challenge of scalability: creating new page templates for the many product lines offered by SolarGard by Saint Gobain, a global leader in patent-protected film technologies for solar control and surface protection. Our long standing relationship with Solar Gard had already been strengthened through previous collaborations, including years of support in SEO and Digital Marketing and the CoreTech by Saint Gobains’ website design. That mutual trust set the stage for a smooth kickoff. After a hands on session introducing Figma’s interface and reviewing their design system, we dove into the redesign process with specific goals of informing a wide range of audiences, including customers, distributors, installers and large commercial & government clients.
Embracing the Change
These projects weren’t just about delivering great design—it was about embracing change. By adding Figma to our toolkit, we’ve expanded the ways we can collaborate, innovate, and deliver. And just like the web itself, we’ll keep evolving—one project at a time.
Work with us if you need a sophisticated, scalable design system in Figma or a collaborative design process tailored to your brand.