Client

Osborne & Little

Sector

E-commerce, Luxury Retail

Target Type

B2B & B2C

Demographic

Interior Designers, Homeowners, Global Stockists

Lead Time

32 weeks

Website Goal

Improve user experience, increase conversions, enhance SEO rankings, streamline product management

Services

UX/UI Design, Magento Development, SEO Strategy, Content Migration, Third-Party Integrations, Multilingual Support

The Challenge

Osborne & Little is a globally recognised leader in luxury wallpaper and interior design. However, their existing digital platform no longer matched their reputation. Slow performance, poor usability, and limited features were restricting both customers and staff.

Slow load times hindered browsing and conversions
Non-responsive layouts disrupted mobile experiences
Inadequate product filtering made navigation frustrating
Missing features, such as sample ordering and stockist mapping, limited engagement
Content management was time-consuming and inefficient

The objective was clear: create a high-performance Magento eCommerce platform that could showcase thousands of products, streamline management, and support international growth.

Discovery and Technical Review

The project began with an in-depth technical review to define a scalable architecture that could support Osborne & Little’s vast catalogue.

Magento selected for flexibility and enterprise-level scalability
Architecture optimised for speed and performance
SEO audit to uncover ranking opportunities for “luxury wallpaper” and related terms
Wireframes created to simplify navigation across product collections
Prototypes tested for mobile-first user journeys

This foundation established a platform designed not only for immediate improvements but also for long-term expansion into new markets.

UX and Design Research

The design phase focused on aligning digital touchpoints with Osborne & Little’s luxury brand identity. Our UX team mapped out user journeys across B2B and B2C audiences to reduce friction and increase engagement.

InVision wireframes defined navigation and key interactions
Full-width banners used to highlight seasonal collections
Mega menu structure created for intuitive browsing
Responsive layouts prioritised across desktop, tablet, and mobile
Iterative design feedback ensured visual consistency with the brand’s heritage

The result was a refined design system that blended elegance with usability, delivering a seamless experience for global audiences.

Marketing & SEO Strategy

Driving visibility was as critical as improving usability. Alongside the build, our SEO team developed a strategy to capture high-value search terms and safeguard existing rankings.

Keyword research targeting “luxury wallpaper UK”, “designer wallpaper”, and product-specific terms
On-page optimisation of metadata, headings, and structured content
Technical SEO with fast load speeds, schema markup, and mobile performance
Content migration for thousands of products, ensuring redirects preserved authority
Analytics tracking set up to measure conversions and user behaviour

This approach positioned Osborne & Little to dominate both local and international search visibility.

The Solution

Lilo delivered a fully bespoke Magento eCommerce solution, designed to handle large-scale product management and enhance customer engagement.

Unified Magento CMS
Thousands of products managed seamlessly with reduced admin time.
Custom features
Sample ordering system, bespoke product filters, interactive stockist map.
Mobile-first design
Responsive layouts tested for usability and speed across all devices.
Brand cohesion
Consistent typography, colour palette, and imagery aligned with their luxury positioning.
Third-party integrations
Secure payment gateways, multilingual support (French version), and wishlists.
SEO optimisation
Site structure, metadata, and redirects ensured strong organic performance.

The Results

The new platform delivered measurable improvements in visibility, engagement, and conversions:

+350

Organic traffic

+280

Goal conversions

+300

Direct traffic

Scope

– UX & UI Design
– Wireframe Prototyping
– Magento Web Design & Development
– Third-Party Integrations (Payment, Stockist Maps)
– SEO Strategy
– Content Migration
– Multilingual Functionality
– Custom Product Filters & Wishlists

Resources

1 × Lead Designer
1 × UX Designer
1 × Magento Developer
1 × SEO Specialist
1 × QA Tester
1 × Project Manager

Conclusion

Osborne & Little’s new Magento platform unified their digital presence, elevated their luxury brand identity, and delivered significant growth across sales and visibility. With a scalable foundation and SEO-driven design, the company is now equipped to showcase its collections to a global audience while streamlining operations for long-term success.

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Case Study: Osborne & Little – Magento eCommerce, UX, SEO, Luxury Retail