Living By Design

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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 lifecycle 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 lifecycle orchestration.

Living By Design required 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 disconnect existed

• Visitor acquisition not fully aligned to CRM structure
• Conversion journeys lacking structured testing and optimisation
• Limited visibility into lifecycle performance metrics
• 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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Installing the Enterprise Experience System

Flowstate partnered with Living By Design to architect and install a connected CRM and lifecycle experience system designed to convert first time visitors into customers more effectively.

Rather than focusing on isolated promotions, the engagement centred on system design and measurable lifecycle infrastructure.

Diagnose the Disconnect

We audited existing CRM configuration, lifecycle journeys, data capture mechanisms, and conversion touchpoints.

This surfaced friction in how prospects were captured, onboarded, and guided toward first purchase.

Design the Connection

We designed a structured lifecycle architecture including:

• High converting data capture experiences aligned to brand positioning
• A defined onboarding and first purchase journey
• Structured testing framework to improve conversion performance
• Clear measurement model linking CRM performance to revenue outcomes

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

Install and Operationalise

The system included:

• Conversion optimised sign up experiences across devices
• Structured lifecycle automation for first time buyers
• CRM segmentation aligned to customer value and behaviour
• Ongoing performance analysis and refinement cycles

The objective was not short term uplift. It was sustainable lifecycle infrastructure.

Outcome

Within the first 30 days of installing the connected system:

• 800% increase in qualified database growth
• 58% uplift in revenue performance from structured onboarding journeys
• Significant improvement in conversion to first purchase
• Greater visibility into lifecycle performance metrics

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

What This Enabled

The Enterprise Experience System has become foundational to Living By Design’s ongoing growth strategy.

By connecting acquisition, CRM structure, and lifecycle design into one coordinated system, the business now operates with:

• Predictable conversion pathways
• Measurable lifecycle performance
• Reduced manual coordination
• A scalable framework for retention and repeat engagement

The result is not more activity. It is greater clarity and control across the full customer.