Amber Tiles | Luis Saavedra

Bridging Amber Tiles' 40-Year Retail Legacy with Modern E-commerce

Amber Tiles’ 40-year retail legacy made them a household name in Australia—but they saw untapped potential in e-commerce. To rival major online players and engage a broader audience, they needed a digital experience as trusted as their stores.

I led the redesign of their Adobe Commerce platform to turn this vision into a competitive, user-centric reality.

Design Approach

The challenge? Making Amber Tiles feel like Amber Tiles online. Through Overdose’s phased process—Discovery (user research), Strategy (defining "authenticity"), Design (human-centred flows), and Validation (Launch and Data optimasation)—we built an e-commerce experience that turned their retail heritage into a modern digital store.

Design Solutions at a Glance

These highlights showcase how we translated Amber’s retail DNA into digital innovations—each solving a specific user or business challenge. Amber%20-%20Solution

1.Location-Aware Pricing Transparency

Amber Tiles' franchise model required location-specific pricing and stock levels—but their previous platform couldn't deliver this clarity at scale. To solve this, I designed an intelligent postcode selector that activates on first visit, instantly identifying the user's nearest store and displaying localised pricing with live stock availability from the very first interaction.

The result eliminated checkout surprises, built trust through radical transparency, and aligned the digital experience with Amber's trusted in-store reliability—turning a complex operational challenge into a competitive advantage.

2. Intuitive Navigation for Diverse Shopping Journeys

To support Amber Tiles' shift into competitive e-commerce, I led the redesign of their navigation system—transforming it from a staff-centric structure into one that serves both casual browsers and trade buyers.

I created dual pathways: room-based categories for customers seeking complete room solutions (with integrated designer booking services), and direct product access for those with specific needs.

I also integrated Amber Trade functionality—giving members and companies specialised bulk pricing and B2B tools. My design transformed navigation into a growth engine that serves all customer segments while positioning Amber as a full-service digital partner.

2. Intuitive Navigation for Diverse Shopping Journeys

3. Product-Focused Visual Design System

To transform Amber Tiles' digital presence into a competitive e-commerce experience, I designed a visual system that puts products centre stage. Recognising that tiles and bathroomware are inherently visual purchases, I crafted an earth-toned palette reflecting Amber's brand heritage, generous white space for visual breathing room, and a clean grid layout that makes product photography the hero.

This approach didn't just create aesthetic consistency—it helped customers visualise products in their own spaces while establishing new design guidelines that ensure brand cohesion across all digital touchpoints.

4. Value-First Form Architecture

To build digital trust equivalent to Amber Tiles' in-store reputation, I re-engineered all user forms around a "value-first" principle. Instead of leading with data requests, I designed flows that demonstrate Amber's benefits upfront—like the Amber Trade registration, which showcases bulk pricing discounts, dedicated account management, priority stock access, and flexible payment terms before asking for user details.

I applied this approach universally across design consultations and quote requests, ensuring users always understand Amber's value proposition before sharing their information. This strategic sequencing significantly increased form completion rates while positioning Amber as a transparent, customer-centric digital partner.

The Result

The redesigned site now stands as a seamless digital extension of Amber Tiles' 40-year retail legacy—delivering the same trust and service customers expect in-store, now at scale. Homeowners planning renovations and trade professionals ordering for clients alike can intuitively discover products tailored to their needs, supported by location-aware pricing that eliminates friction and a streamlined checkout that reduces abandonment.