Promotional storefront for a beds & mattress retailer

The context

Bed retail is a filtering problem. A customer knows their size, roughly knows their firmness, and wants to narrow a large catalogue quickly. Every one of those filters is also a potential URL, and left unmanaged they multiply into thousands of near-duplicate pages that dilute the whole site.

On top of that sits promotional merchandising (sales, bundles, finance offers) which tends to be bolted on in ways that break the structure underneath.

What I was solving

• Faceted navigation generating crawlable combinations far beyond what should ever be indexed.
• Promotional overlays competing with the product information customers actually need to decide.
• Category pages that ranked for nothing in particular because they targeted everything.

How I built it

• Decided deliberately which facet combinations deserve to be indexable pages and which should stay filters, then enforced it.
• Gave the commercially meaningful combinations real content, so they can rank rather than merely exist.
• Kept promotional merchandising in a layer that can change weekly without touching URLs or structure.
• Optimised the product imagery pipeline, the heaviest thing on any furniture store.