Living by Design

Living By Design is a premium homewares brand with a strong in-store presence and a growing digital footprint.

As the business expanded online, leadership recognised that customer acquisition was outpacing their engagement structure. New visitors were arriving, but the system responsible for converting and nurturing them lacked cohesion, measurement, and design consistency.

The challenge was not traffic. It was customer journey design.

Living By Design needed a connected CRM and customer experience system that could capture qualified prospects, convert them to first-time customers, and create a measurable foundation for long-term growth.

Where the gap existed:

• Visitor acquisition not aligned to CRM structure

• Conversion journeys lacking structured testing and optimisation

• Limited visibility into customer engagement performance

• Inconsistent onboarding experience for new customers

• Growth activity driven by campaigns rather than system design

“Flowstate have been long term, invaluable partners in organic growth, lifecycle development, and CRM strategy. Their structured approach has delivered consistent results and continues to evolve with our business.”

Tim Bowring, Founder, Living By Design

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How we worked together:

Flowstate partnered with Living By Design to design and build a connected CRM and customer experience system designed to convert first-time visitors into customers more effectively.

We audited existing CRM setup, customer journeys, data capture mechanisms, and conversion touchpoints. This surfaced friction in how prospects were captured, onboarded, and guided toward first purchase.

We designed a structured customer journey including high-converting data capture experiences aligned to brand positioning, a defined onboarding and first purchase journey, a structured testing framework to improve conversion, and a clear measurement model linking CRM performance to revenue.

Customer experience design was central to the process. Every interaction was mapped to intent, clarity, and commercial impact.

The system included:

• Conversion-optimised sign-up experiences across devices

• Structured automation for first-time buyers

• CRM segmentation aligned to customer value and behaviour

• Ongoing performance analysis and refinement

Outcome:

• 800% increase in qualified database growth within the first 30 days

• 58% uplift in revenue from structured onboarding journeys

• Significant improvement in conversion to first purchase

• Greater visibility into customer engagement performance

The first month of the new customer journey system generated more revenue than the previous five months combined within the same stage of the customer journey.

Living By Design now operates with predictable conversion pathways, measurable customer engagement performance, reduced manual coordination, and a scalable framework for retention and repeat engagement.