Coalesse approached Traffic with the challenge of designing a more usable, fluid and comprehensive cross-device experience. Coalesse products incorporate stunning design details and we felt that the new website would be a platform to showcase them accordingly. This project brought together collaboration in UX, SEO, design and development to deliver a highly visible and functional experience.

Keyword Research

Identifying architects and designers.


increase in keyword rankings


increase in keyword rankings forproduct category and detail URLs

mporary office furniture

e chair

fice credenza

modern conferen

design trends

conference table

office dec



office storage

office lounge funiture

increase in keyword rankings

increase in keyword rankings for product category and detail URLs

lounge chair

Keyword Deliverables

Through our research we developed a keyword workbook that established keyword clusters related to interior design, architecture, office furniture and category-level product behaviors. This would give us clear inbound paths for conquesting new A&D users.

Onsite SEO

Technically and structurally developed.

Onsite Deliverables

We built migration and onsite workbooks that included page-level meta data and a comprehensive redirect strategy from the old site built in Expression Engine. Our hand-written meta data was implemented on every page on the site.  Schema was leveraged to properly mark up product information.

Art Direction

Showcasing great product with style and personality.

UX Design

Intuitive and informative.


We worked with the Coalesse digital team architect the IA such that architects arriving at the new site would intuitively understand where new content and resources exist. We balanced usability goals with SEO goals, that were focused on paginating product categories and high-intent informational content.


Traffic’s pixel-accurate high-fidelity wireframes helped establish layout, copy, and structural design. With the help of prototyping tools including InvisionApp and Principle, client approvals were collaborative and efficient.

Visual Design

Design expression, from fabrics to interactive devices

Design Comps

Traffic tapped into Coalesse’s asset library, taking full advantage of beautifully composed product photography and lifestyle imagery. Our philosophy was to allow the products to stand out for themselves against a more simplified and clean canvas.


Institutionally executed.


Steelcase embraces Wordpress to power a number of its enterprise experiences, and we focused on building a back-end experience that would allow their content teams to easily and simply manage new product and content deployment. We produced our traditional HTML/CSS/JS static templates, and stitched them into Wordpress so as to minimize any reliance on 3rd party plugins.

Efficient Execution

The new Coalesse website came together in only 20 weeks, which encapsulated a fully custom design all the way through a hand-coded front-end.

JS Animated Interactions

We used expanded styles and libraries to allow the front-end to adapt in an animated and integrated manner.


The Coalesse website utilizes Wordpress, built with enterprise best practices, hardening and delivery via WP Engine.


increase in organic search traffic within 4 months


increase in site traffic


increase in ranked keywords