CASE STUDY / E-Commerce / Home Decor / Custom Framing
Rebuilt a legacy framing business into a modern e-commerce brand and operating system.
Foundari helped Jeff Christian transition The Original Frame Warehouse into Designer Decor Direct with a new brand, Duda e-commerce site, Zoho operating stack, automation, and analytics foundation.
PRIMARY OUTCOME
+35%
Conversion rate improvement post-launch
Designer Decor Direct showroom and framed decor presentation used as the case study hero image.
Legacy E-Commerce Rebuild
Strategy & Brand
E-Commerce + Zoho Automation
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INDUSTRY
E-Commerce / Home Decor / Custom Framing
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Company Size
Legacy e-commerce / owner-led custom framing and decor business
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Location
Central Ohio
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Engagement
E-Commerce + Zoho Automation
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Systems Used
Duda, Zoho CRM, Zoho Inventory, Zoho Flow, Zoho Analytics, Zoho Mail, Twilio, Zapier, Canva, Zoho WorkDrive
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Duration
3-month lead generation tracking period visible in project files; full engagement duration needs verification
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Time to First Value
Brand styling artifact dated 2025-11-06 and lead-generation tracking deliverable visible; exact site launch / first lead report date needs verification.
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KPI 1
Brand reboot + Duda e-commerce build
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KPI 2
Duda + Zoho operating stack
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KPI 3
Brand styling dated 2025-11-06
THE CLIENT

The operating context.


Jeff Christian brought Foundari a legacy framing business, The Original Frame Warehouse, with strong roots but an outdated brand presence, inefficient backend processes, and limited scalable digital infrastructure. The work supported the transition into Designer Decor Direct as a more modern customer-facing e-commerce brand.

THE BREAKDOWN

What was getting in the way.


The business needed more than a refreshed website. Its brand, customer-facing experience, order workflows, communications, inventory visibility, and reporting all needed to support a modern e-commerce growth model instead of legacy manual processes.
The legacy brand did not match the higher-end home decor direction.
The website was not ready to convert mobile-first e-commerce demand.
Order, customer, fulfillment, and inventory workflows relied on manual tracking.
Customer communications and performance reporting needed a more scalable system.
The Diagnosis

The insight that shaped the work.

The real transition was from a legacy framing operation into a modern digital commerce system: brand trust, e-commerce UX, CRM, inventory, fulfillment, communications, and analytics had to work together.
STEP 1
Process Audit
STEP 2
Systems Map
STEP 3
Prioritized Roadmap
The Appraoch

How the engagement moved from clarity to adoption.

Foundari combined brand strategy, website development, e-commerce workflow design, Zoho implementation, automation, and reporting setup into one operating-system modernization effort. The work moved from identity and positioning into site build, backend workflows, communication automation, and KPI visibility.
Phase 1
Discover
Map the real workflow, stakeholders, assets, and operational friction before building anything.
Phase 2
Architect
Turn discovery into a practical system design: what needs to connect, what needs to be created, and what should stay intentionally simple.
Phase 3
Build
Create the pages, content, automations, imports, brand assets, forms, or integrations required to support the operating model.
Phase 4
Enable
Prepare the client team to use the new system, review performance, and identify the next optimization pass.
What Was Built

The operating system behind the outcome.


New Designer Decor Direct brand identity, messaging, and visual positioning
Conversion-focused Duda website and e-commerce experience
Zoho CRM, Zoho Inventory, Zoho Mail, Zoho Flow, and Zoho Analytics operating stack
Twilio SMS updates, Zapier workflow integrations, and customer/order automation
Foundari delivered a brand transition from The Original Frame Warehouse to Designer Decor Direct, built a conversion-focused Duda e-commerce experience, migrated customer and order management into Zoho CRM and Zoho Inventory, configured workflow automations through Zoho Flow and Zapier, added Twilio SMS communication, professionalized email through Zoho Mail, and set up Zoho Analytics dashboards for order, category, and customer performance visibility.
The Outcome

What changed for the business.

+35%
Conversion rate improvement post-launch
50%
Reduction in manual order processing time
Higher AOV
Supported by improved product merchandising
The case-study source brief reports a stronger brand presentation, a conversion-focused mobile-first Duda site, automated order and fulfillment workflows, email plus SMS customer communications, real-time analytics visibility, a 35% conversion-rate improvement after launch, a 50% reduction in manual order processing time, and increased average order value through better merchandising. These figures should still be treated as proof-review items before final publication.
Before / After

The operational shift.

Metric

Before

After

Timeframe

Brand perception
Generic local legacy brand
Premium Designer Decor Direct e-commerce brand
Post-rebrand; verify exact launch date
Website experience
Non-functional or outdated digital presence
Conversion-focused, mobile-first Duda site
Post-launch; verify exact launch date
Operations
Manual customer, order, fulfillment, and inventory tracking
Zoho-based workflows, automation, and analytics visibility
Post-implementation; verify measurement window
Customer communications
Email-only communication flow
Email plus SMS automation for confirmations and shipping updates
Post-implementation; verify exact workflow scope
Designer Decor Direct details were enriched from the Jeff Christian case study PDF plus visible WorkDrive artifacts including DDD brand styling dated 2025-11-06 and a three-month lead-generation tracking deliverable. Reported impact metrics require source/proof review before publication.
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Foundari didn’t just build a new website—they helped me rebuild my business. I finally have a brand, systems, and strategy that reflect where I’m going, not where I started.
Jeff Christian, Founder, Designer Decor Direct
WHAT’S NOW POSSIBLE

The foundation for what comes next.

Designer Decor Direct can keep improving as a measurable e-commerce system: brand, merchandising, order workflows, communication automations, inventory decisions, and analytics can now be reviewed together instead of managed as separate manual workstreams.

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