The website was a catalogue

Halden makes solid oak furniture and ships it in flat boxes. Their site showed perfect rooms and hid the difficult parts: dimensions, delivery windows, assembly time. Shoppers left to find those answers somewhere less beautiful and did not come back.

Answer the question before it is asked

We rebuilt product pages around three facts. Will it fit. When will it arrive. How long will it take to build. Dimensions became a measured diagram instead of a table. Assembly time became a range instead of a promise.

Photography moved to a single consistent light so pieces could be compared honestly. The palette came from the timber itself: ash, oak, walnut.

Fewer returns

Returns caused by size mistakes fell thirty-one percent. Time on product pages went up, which was exactly the point. People were reading before they bought.