Du | Smart Home Website Redesign
Du’s Smart Home website needed a transformation. The existing site was static, with a simple product listing that failed to communicate the value and potential of its offerings. Customers frequently turned to the contact centre for help, signalling a gap in the digital experience.
Challenge
The original website underperformed across key metrics. Customers couldn’t easily find or understand information, and Du’s reputation for innovation wasn’t reflected in the site’s design. Specifically, the team needed to:
Improve information clarity around Smart Home technologies and purchasing options.
Deliver an aesthetic refresh that aligns with the Du master brand.
Highlight Du’s consultative services to differentiate it from retail competitors.
The redesign was about transforming the experience from passive product browsing to guided digital consultation—mirroring the personalized service that defines Du’s Smart Home division
Solution
TribalScale began by conducting discovery sessions to understand Du’s Smart Home goals, product portfolio, and technical constraints. Blending design thinking with agile delivery, the team held stakeholder interviews, user journey mapping, and competitor analyses to identify opportunities for clarity and conversion. Designers and engineers collaborated closely to align creative direction with WordPress capabilities, while user research and analytics revealed that most visitors sought customizable, end-to-end solutions. Working on-site with Du’s team enabled real-time feedback and full brand alignment, resulting in a restructured Smart Home web architecture built for clarity, performance, and scalability.
TribalScale delivered a modern, responsive, and future-ready website that reflects Du’s leadership in smart home innovation:
Introduced modern e-commerce conventions with clear conversion paths and optimized content flow.
Implemented a modular design system to ensure scalability and maintainability for future updates.
Created a portfolio-style layout to elegantly showcase Smart Home devices and services.
Defined UX standards and documentation, enabling Du’s internal front-end engineers to independently manage and expand the platform.
By combining aesthetic precision with technical foresight, Du’s Smart Home division gained a robust platform built for longevity and adaptability.
Outcome
The redesigned Smart Home website transformed Du’s digital presence:
Reduced dependency on contact centre inquiries by clearly explaining purchasing and installation workflows.
Increased customer engagement and trust through modern UI, intuitive navigation, and accessible content.
Equipped Du’s internal team with design standards and reusable assets for future scalability.
Reinforced Du’s position as the UAE’s leading end-to-end smart home service provider.
Why It Matters
In an industry defined by rapid innovation, digital experiences must evolve as fast as the technology they represent. By rethinking its Smart Home platform, Du now communicates innovation with clarity—translating technical excellence into accessible, human-centered storytelling.