Strategy and positioning
The differentiator was not another interior style, but the link between design, material knowledge and real production capability.
Case study · Interiors · 2026
Galeković Design
An interior designer with production expertise looked like just another portfolio.
Strategy · UX · Website · Copy · SEO/AIO/GEO2026
The problem was not a lack of good work. The website showed it without enough context.
01 · Before and after
From a project gallery to a reason to collaborate.
Jelena · Services · Projects · ToolsA project is not handed off to production. It is developed with it.Send a floor plan ↘
02 · The real problem
The website said “interior design”. So does almost every competitor.
The old website contained projects, products and a blog, but did not connect them clearly. A visitor could see attractive interiors and still not understand why Jelena was the right choice, what the service included or how far the studio stayed involved in delivery.
The strongest proof was almost hidden: long-term design experience combined with material knowledge, custom furniture expertise and the real production background of Gala drvo.
03 · Insight and approach
The story did not need inventing. It needed to be made visible.
The positioning was built around a connected process from first idea to completed interior. Jelena is no longer hidden behind the studio name. Her experience, authorship and decision-making process become part of the reason to trust the business.
Deliberately rejectedAnother minimalist gallery that expects photographs to explain the entire service.
ChosenAn editorial website connecting projects, process, production, expert content and a concrete enquiry.
04 · What was delivered
The website did not just get a new outfit.
UX and structure
The offer became three understandable levels of collaboration, with a clear path from project browsing to enquiry.
Website copy
The copy explains what Jelena does, how the process works and what a client should prepare before the first conversation.
Portfolio and products
Projects gained context, while original products received a catalogue without obsolete prices or unverified availability claims.
SEO, AIO and GEO
Pages, guides, FAQs, authorship, local data and structured data clarify the business for people, search engines and AI systems.
Project tools
Six interactive tools help visitors choose a service, prepare a brief, discuss budget and define custom furniture needs.
Croatian and English
The new structure supports local and international clients without mixing languages in one journey.
Responsive and accessible
Navigation, content, forms and interactive elements are designed for keyboard use, mobile screens and easier scanning.
05 · Old website archive
Before the redesign
06 · Outcome
It is clearer who does the work, how it is done and why that combination is unusual.
The new concept turns existing experience into a system that can be understood before the first meeting. The offer is clearer, projects have context, products are separated from unverified information, and expert content and tools support a better client decision.
The project was developed as a functional prototype. No enquiry or sales figures are claimed because there are none to report yet.
Next project
Sandra Drašković / Natura Sanat
