Storkcraft Website Redesign Case Study - Forge and Smith, Vancouver
About The Organization

Storkcraft has been in the business of building durable baby and children's furniture since 1945. Founded in Vancouver, BC, the company—along with its partnering brands—has become an industry leader in juvenile-product manufacturing. Their wide range of furnishings exceeds expectations in the areas of safety, performance, usability and style. Excellent products and an unwavering commitment to customers' needs have bolstered their reputation with retailers and parents alike.

  • Improve device accessibility through Responsive Web Design
  • Create a sophisticated experience for users to browse products, access resources and find retailers
  • Create an easy and flexible blogging platform to help connect with their customers
  • Improve organic SEO search results and boost overall conversion
  • Social Referral Traffic

    + --% Increase
  • Organic Search

    + --% Increase
  • Page Sessions

    + --% Increase

Phase 1


Our team was tasked with refreshing a website that required better usability, search-ability and browse-ability. Managing a huge catalog of products in a better way involved reassessing the way in which their safety resources, parts ordering, product registry, FAQs and retailers were laid out. Storkcraft asked us to provide options for viewing all of their brands from one centralized location. Filters, sharing buttons, external links, custom taxonomies and embedded forms were the nuts and bolts of a website focussed on customer interaction. Our content and UX strategy focussed on eliminating any unnecessary navigation for visitors.

Phase 2

Style Concepts

In order to refresh the overall look, we devised the proper balance of colour, featured imagery and fonts. Softening the colour scheme would contribute to a more serene feel. With seven brands and multiple retailers in play, it was important to ground visitors so they knew where they were—and which brand they were browsing—at all times. Making the colour of the heading and footer brand-specific was pivotal. With a consistent (and decluttered) new look now in place, visitors are inclined to stick around longer when selecting that next great piece of furniture.

style concepts

Phase 3

Bringing It All Together

Finding what you want, when you want it, is the desire of every consumer. Parents coming to a site like this expect good selection and convenience. Storkcraft provides a wide breadth of products to choose from; we enabled multiple search options making it easier to track down items by name or brand. All existing forms for ordering parts and tracking orders were seamlessly integrated into the new design. A new blog page, improved SEO, social media links and prominent fields for newsletter sign up would ultimately assist Storkcraft in connecting with parents for potential future conversions.

project image