Della Home / Barrel — CPG Commerce Agency

Modernizing Della's Digital Experience to Drive Discovery and Conversion

Della Home is a design-forward HVAC brand offering air conditioners and home appliances for modern living. We partnered with Della to redesign its Shopify experience, align the site with a refreshed brand identity, and create a more intuitive, education-driven path to purchase.

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Opportunity

Della’s existing site leaned heavily on technical specifications, making it difficult for customers to understand products and choose with confidence. At the same time, the brand wanted to feel more lifestyle-driven and approachable as it prepared for peak season and a new LA Galaxy partnership. We saw an opportunity to simplify the experience and make it easier to shop, learn, and engage.

Della came to Barrel to modernize its Shopify experience and better reflect its brand. We focused on creating a more design-forward, approachable experience that resonates with a younger, more digitally native customer.

We evolved Della’s digital identity to balance technical credibility with warmth and approachability. We established a cohesive design system and directed new photography to create a more lifestyle-driven experience.

We kicked off the project with a comprehensive audit to identify friction points across the customer journey. We used those insights to restructure the site architecture and guide users more clearly from discovery to decision.

To improve product discovery and reduce customer service inquiries, we designed a more robust filtering experience and enhanced product cards that surface key educational information before customers reach the product detail page.

We transformed the product detail page into an all-in-one education and research hub, simplifying complex product information through custom content modules, structured storytelling, and comparison tools that help customers evaluate options and purchase with confidence.

We transformed complex technical information into clear, digestible content through custom modules and structured storytelling, creating a more intuitive experience and reducing customer friction.

We positioned Della as a trusted resource by creating an educational experience that guides customers through installation, rebates, and a robust blog featuring helpful HVAC content.

To showcase the engineering and innovation behind Della, we designed an immersive storytelling landing page for the About page that highlights how their technology sets them apart from the competition.

To extend Della's digital brand, we art directed a lifestyle photoshoot that showcases the products in real home environments while highlighting their technology, creating versatile assets that elevate the brand across the website, marketing campaigns, and other digital channels.

Impact & Results

The redesigned experience positions Della as a more modern, accessible brand in a technical category. It helps customers understand products, make decisions, and take action, while supporting seasonal demand, partnerships, and continued growth.

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