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One month with the new site: what worked and what has improved

Behind the scenes A month with the new site: what worked and what has improved The size filter was showing the wrong results, among other fixes. Here is an honest report of the first month, including the things we haven't fixed yet. October 26, 2026 · 7 min read · Behind the scenes One month ago we launched the new site. In our heads, it was liberation day: months of work, photos retaken, product pages rewritten, real names instead of warehouse codes. In reality, it was the day we discovered all the things that didn't work—all at once—pointed out by kind people who took the trouble to write to us instead of just closing the window and going to a competitor. This article is the report. It’s not a press release: it’s a list of what worked, what we fixed, and why. We are publishing it because it’s the least we can do for those who pointed out our problems for free. The things that worked Measurements in the first line It was the simplest intervention and it turned out to be the most useful. Before, measurements were at the bottom of the page in a table that nobody opened. Now they are right under the product name, with the closed and open sizes side by side. Result: emails asking us "but how big is it when it's open?" have almost disappeared. They were one of the top three questions we received. It took us fifteen years to figure this out, which says something about our learning speed. Names instead of codes For years we called products whatever we called them in the warehouse. There was a table called "shangay." Another one "menego." Another one, with an impressive lack of imagination, "family." Nobody in the world ever searched for "shangay" on Google hoping to find an extendable table. Now every product has a readable name and the measurements in the title. It’s a trivial change, but it transformed our organic traffic. Negative reviews left online Publishing three-star reviews, with our response underneath, instead of only showing five stars. The result: pages with at least one critical review convert better than those with only glowing reviews. The most likely explanation is the simplest: forty reviews that are all perfect are not credible, and anyone buying furniture for hundreds of euros notices that. The things we fixed The size filter was showing wrong results For five days, anyone filtering tables by "length up to 160 cm" also saw 180 and 200 cm models. The filter was reading the open size instead of the closed one. It was a conceptual error on our part, not a bug: we had mapped the wrong field. Reported by three people, the first just six hours after the launch. Resolved on the fifth day, because it took us a whole day just to understand the problem was in the data and not the code. Lifestyle photos weren't loading on slow connections We had uploaded the new images at maximum resolution. On a mobile connection in an area without good coverage, the product pages would remain blank for four seconds. Four seconds is an eternity. Fixed in ten days by recompressing the entire catalog. The photos now weigh a third as much and are indistinguishable from the previous ones, which says a lot about how sensible our initial convictions were. Six products without an image of the leg The leg color selector worked, but for six products there was no preview. You had to choose blindly. Resolved in two weeks. What we haven't fixed, and why Three recurring reports are still open. We prefer to say why instead of pretending they don't exist. The visual table configurator. Many have asked for it: seeing their table with their own combinations, in real time. This is a project that takes months of work, not weeks. It is scheduled for 2027. Automated price quotes for delivery to the floor. The cost depends on the floor, the elevator, and the accessibility of the street. Automating this would produce wrong numbers, and a wrong number during checkout is worse than no number at all. For now, it's on standby, but it's coming. Video assembly instructions. We agree they are needed. We started filming them and realized that filming them well requires equipment we don't have. They are coming, slowly, one product at a time. The number that pleased us most It's not the traffic and it's not the orders. It is this: twelve people wrote to us to report a problem with the site without asking for anything in return. Not a complaint about an order: an error on a page, reported for free, by people who gained nothing from it. A customer who reports a bug is doing you a favor that no agency does for the same price. Agencies test what they *think* users do. Customers test what users *actually* do. What's coming in the next few months 3D and augmented reality products Complete material sheets, with the information that until now only ended up in our emails Navigation by room, for those who aren't looking for a "table" but a "small kitchen" Assembly videos, one by one, without announcements If you still find something wrong Write to us. There is no dedicated form and we won't make one: reply to one of our emails or use the contact info—it goes to a person who reads it. Found something that isn't working? Let us know. The twelve people who did so last month improved the site for everyone, and saved us weeks of work. Tell us what's wrong