Shop for your Home, from your Home.


Website Design / Ecommerce



Vanillawood is about more than just home décor.

Vanillawood is a Portland, OR based interior design consultancy and curated home décor shop. In 10 years one couple's dream became an international business. With a unique flavor that is both pretty and edgy, Vanillawood needed a total eCommerce shop overhaul that would speak to their tightly-edited brand. Greenstone and Vanillawood teamed up together to craft an alluring and powerful online shopping experience.

The Big Picture:

To develop a shopping experience that is reliable, brand-engineered, and ready to dramatically increase sales.


Challenges & Objectives

Designed for Mobile

Unique Shop Structure

Client Managed eCommerce Software

Custom Page Templates

Moving Forward:

With the help of an eCommerce expert, we assigned Shopify as the platform of choice to take Vanillawood's online shop to the next level.

Designed for Mobile

With nearly 60% of Vanillawood's visitors using a mobile device, we designed Vanillawood's eCommerce shop with mobile-first principles. The site was tested and performs well in booth Chrome and Safari mobile browsers.

1. Adheres to the Grid Framework

Using the Timber Grid framework, Greenstone's developers were able to categorize all content to operate specifically for different device sizes. The Grid system reliably allows the content to flow as needed as screen sizes expand or shrink.

2. Everything is Within Reach

There are some features on the Vanillawood site that work best to remain as "sticky" when in mobile mode. The mobile menu button is fixed to stay at the top of the page so users can access all the product categories while browsing. Also when in mobile, products that are added to a cart trigger a "continue to checkout" button.

3. Swipe Enabled

In the desktop shop, multiple images are uploaded to showcase other views and variants of each product. By enabling a discreet but easy swipe functionality, it is intuitive for users to change the product image without losing their place on the product page.

Unique Shop Structure

Vanillawood has over 700 products that update frequently. With such a large inventory, designing a navigational system effectively created some challenges for the team. We tackled these challenges with the following solutions:

1. Development of Sub-Collections

Sub-collections help narrow and refine categories of products. An example would be that "Table Lamps" are a sub-collection of "Lighting". This advanced structure helps manage a large number of products. We used a Shopify-powered framework that assisted in setting up a sub-collection structure that would remain compatible to the Shopify backend. See figure 2.1.

2. Products by Curated Collection

Vanillawood pointed out to our team that many of their customers like curated products that are associated to a theme or style and not by category. We developed a "Lookbook" system that acts as a special category type. These collection pages featured curated homes that use hand-selected products in an interior style.

3. Sidebar Navigation

Greenstone coded a dynamic navigation sidebar for most collection pages. This extra navigational support strategically maps out the collection options in a way that is both simple and accessible. See figure 2.2.

Client Managed eCommerce Software

"Keeping shop" requires a lot of regular maintenance. Utilizing reliable and powerful software is essential to business efficiency. For many reasons, Shopify is the choice software for our agency. Our developers know how to customize the design and function of a Shopify store without compromising these three key needs:

1. Product Management

Shopify software enables clients to easily create, delete, or edit their products. They can add product variants, images, SEO, weight, tax, tags, price, collection and more. See figure 3.1.

2. Payment and Checkout 

A key feature that Shopify users receieve is extremely secure and up-to-date payment gateways. Users can use credit card processing, PayPal, Apple Pay and traditional methods of payment. This checkout process alone can cost other online businesses tens of thousands of dollars to develop, but Shopify offers it to members for a very affordable rate.

3. Sales Channel Analytics

Every business owner wants to know how their customers found their business. Shopify tracks all the traffic that comes into the shop and how effective their conversion is. Vanillawood works heavily with Facebook and Pinterest, which can generate many sales. With this software, admins can monitor their digital marketing campaigns success.

Custom Page Templates

Vanillawood offers more than just products for sale, they also offer design services and curated looks. Even though this is primarily an eCommerce website, custom and dynamic templates were needed to create the whole picture.

1. Lookbook Collection

A special collection designed to feature products within a specific look. These Lookbook collection pages are designed to feature a hero image and description of the look. The complimentary products are featured below. See figure 2.1.

2. Design Services

Vanillawood has services-for-hire and needed a specific page to explain their offerings. We developed a portfolio slideshow, branded Vanillawood's special services, and developed a unique form just for these inquiries. The design services information was compactly composed into one custom page. See figure 2.2.

3. Sub-Collection Preview

Because Vanillawood has a unique collection structure, we needed to share the look and feel of the whole collection. We dynamically coded a preview page that would pull in a thumbnail image of each sub-collection from the main collection. These little touches make a huge difference in the user-shopping experience.


The Design

Prepared for Growth:

Hundreds of perfectly curated products ready for shopping, buying, and delivery.


The Results


42% Increase in Sales


40% Increase in Customers


320% Traffic Increase

"Our user base has doubled since working with them, and with the new initiatives we're launching we anticipate triple-digit growth again next year."
Andrew Jacobson
CEO, 1800MD

"Greenstone Media helped us get a website that worked! They also responded to and resolved our many requests within 24 to 48 hours of communication and kept us informed every step of the way. Greenstone is your best bet for web services in Western North Carolina."
Jennifer Roberts
Advent Health

"I hired Greenstone Media to develop an integrated website and online report center. I found them to be professional, creative, efficient, and reliable. I will definitely use them again!"
Rhonda Harper
Penrose Senior Care Auditors

"We loved working with the creative talents of Greenstone Media in re-design of our Bend of Ivy Lodge website! The Greenstone team is knowledgeable, creative, and responsive. Our website launch was successful, tested, and on-time. Thanks, Greenstone!"
Susan Walters
Bend of Ivy Lodge

“Working with Greenstone Media has been easier then I could have ever anticipated. Branding was quite daunting for me and I was struggling in developing an image and website to define my company. Greenstone is an approachable “one-stop-shop” for creative and website needs.”
Alisia Parrott
Everyday Gourmet Catering

"The guys at Greenstone Media were responsive, professional, and perfectly captured the aesthetic of my business. My website got the timely refresh it needed and I was very pleased with their work. I would definitely recommend their services to others."
Sync Bodywork

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Ray Garruto
REEL EZ Boat Cover

“I was hesitant about working with someone from a distance, yet Greenstone Media made it seem easy. They are highly responsive to requests related to website design and WordPress functionality and quick to respond via telephone or email. Easy to talk with and creative in their approach, they helped me move through the design and content creation process with ease. I am delighted with my new website and highly recommend Greenstone Media to help you create yours!”
Emilah Dawn Detoro, M.Ed.
Intuitive Life Coach

“As the owner of multiple businesses I’ve had a unique evolution with web designers. Ultimately, in web design, you get what you pay for and as a young entrepreneur, I learned that with cheap web design you end up eventually discarding the project. We chose Greenstone Media for our media and design work, and have been extremely happy with everything they’ve produced… from the magazine ads to online graphics and web design work. I highly recommend Greenstone for your media and web design needs.”
David Hughes

“Greenstone Media is my favorite software development and digital strategy team and an ideal business partner. Through great information, innovation, and a data-driven approach they consistently deliver on our goals – more customers with less effort, increased goal conversions by 77%, and AdWords performance now up 200%.”
Sue Crowell – CEO & Founder
Skyterra Wellness Retreat

"I was very impressed with the Greenstone Media team and absolutely love my new website. They were quick with development, met my deadline, and stayed within my budget. They were also patient with my "web ignorance" and didn't try to "sell" me a package like a lot of the other thumbtack pros and companies I got quotes from. Thanks to the Greenstone team for helping me with my marketing!"
- Cramer K., Greenstone Client

“Greenstone has been a great company to do business with. They made major improvements/updates to our website and greatly increased our traffic which has translated into more business for us.”

“We hired Greenstone Media to help us design and develop an eCommerce website for our Fishing Charter Business so our customers could book online. The website works great, easy for us to manage, and our customers love how easy it is for them to book online. Later we hired Greenstone to create a marketing plan to help us increase online bookings. They helped us implement the marketing plan and they do SEO and Google Ads for our business. They helped us increase our online bookings by almost 20 bookings in the first month!"

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