Munky Business is a New Zealand-based company that occupies a unique space in the market, operating as both a creator of bespoke, high-end timber and resin furniture and as an official distributor for Ecopoxy, a leading brand of epoxy products for professionals and DIY enthusiasts.
The primary goal of the website was to create a cohesive digital presence that could effectively serve two distinct audiences. It needed to function as an elegant portfolio to showcase the artistry and craftsmanship of their custom furniture while also operating as a robust and user-friendly e-commerce platform for Ecopoxy products. The website’s core purpose is to drive sales for the product line and generate high-quality leads for custom furniture commissions.
During our initial analysis, we identified several key challenges that would need to be addressed to ensure the project’s success:
Serving a Dual Audience: The website’s most significant challenge was catering to two different user profiles: the “Done-for-me” client seeking a finished, premium furniture piece, and the “Do-it-yourself” customer wanting to purchase raw materials and supplies. A one-size-fits-all approach would risk alienating one or both groups. The user journey for each needed to be distinct, intuitive, and free of irrelevant information.
Communicating Tangible Value: High-end furniture and specialized materials are tactile purchases. The website had to overcome the inherent limitations of a digital platform by effectively conveying the quality, texture, scale, and detail of the physical products. For furniture, this meant capturing the unique character of each timber slab and the flawless finish of the resin. For Ecopoxy products, it meant demonstrating their potential and providing clear technical information.
Integrating Education and Commerce: To build customer confidence and support sales, the site needed to be more than just a store or a gallery. For Ecopoxy customers, a lack of accessible information on product use could be a major barrier to purchase. Similarly, prospective furniture clients needed to understand the commissioning process, from consultation and design to the final creation, to feel comfortable investing in a significant custom piece.
Our team developed a multi-faceted strategy to address these challenges, focusing on clear architecture, rich visuals, and a seamless user experience.
Strategic Audience Segmentation: From the outset, we structured the website’s architecture to create two clear and distinct pathways. The navigation and homepage prominently feature separate sections for “Custom Furniture” and the “Ecopoxy Shop.” This simple segmentation allows users to immediately self-select their journey, ensuring that portfolio viewers aren’t distracted by product listings and shoppers can easily find the materials they need without navigating through custom build galleries.
Visually-Driven Storytelling: To bring the tangible products to life, we centered our design on high-impact, professional-grade visuals. The custom furniture section was built as a rich portfolio, using high-resolution imagery and detailed case studies for each piece to tell the story of its creation. For the e-commerce side, we complemented clean product photography with an inspirational gallery showcasing what can be achieved with Ecopoxy products, turning a simple product listing into a source of creative motivation.
A Content-Rich, Supportive Ecosystem: We addressed the need for education by integrating valuable content directly into the user journey. We designed and implemented a comprehensive “Our Process” page that walks potential clients through the steps of commissioning furniture, building trust and transparency. For the e-commerce section, product pages were enhanced with detailed technical specifications, application guides, and links to tutorial content. This positions Munky Business not just as a supplier, but as an expert partner dedicated to their customers’ success.
By implementing this tailored strategy, we delivered a polished, professional website that successfully balances art with commerce and serves the distinct needs of its diverse audience.
Hours of operation: 9AM to 5PM NZST, Monday to Friday.
Providing everything you need to have your website or online store built and maintained with unlimited updates and changes for an affordable monthly fee.
