Delivering high speed, high impact Magento 2 ecommerce improvements to an iconic brand

Established in 2002, Tom Dixon is a British design and manufacturing company of lighting and furniture. With a commitment to innovation and a mission to revive the British furniture industry, the brand is inspired by our nation’s unique heritage. Tom Dixon launches new collections annually with products sold more than 60 countries.

With a recognised commitment to innovation and a mission to revive the British furniture industry, Tom Dixon has gone on to lead the British industrial revolution sweeping the design world.

Their Head of Retail approached us to take over strategy, and continuous development for their ecommerce business and more.  Despite having a beautifully designed web presence, the incumbent supplier was struggling to deliver at the pace needed and they wanted to step up to the next level.


Increase in sessions


More unique purchases


Increase in mobile transactions

Magento 2 Audits

As usual, when taking on a new client who has an existing Magento 2 installation, we carried out a number of site audits for Tom Dixon.   The audits allow us to fully understand what has been delivered, where there are potential issues and set a baseline of code and site quality that has been delivered to date.  It also allows LogicSpot to “own” the site and any related issues moving forward – if we can see there is a problem on a product page but it doesn’t need fixing immediately, the issue can be ticketed up, discussed with the team and the client, and we will then know when best to take on that issue and any impact it may have elsewhere.  The last thing we expect a client wants is “well we didn’t write it so we don’t know”

We carried out the following audits:

  • Magento 2 code (front-end, back-end, core code changes, use of Magento 2-specific functionality and best practice, security and performance)
  • Google Analytics, tracking and Google Tag Manager
  • SEO technical audit
  • Mobile UX audit

Each of these audits provided a raft of work to be prioritised and delivered for Tom Dixon over the coming weeks and months.

Analytics and tracking

The ecommerce and user data collected from the site were not the best – there were gaps in the tracking through the site, so the business were not able to make decisions reliably from the data.  This is cornerstone to our approach when working with clients, particularly new ones, so we set about cleaning up the Google Analytics accounts, GTM tracking and various shopping feeds which were inconsistent.  We are working alongside Genie Goals, a digital marketing agency, we had worked with at other merchants.

Mobile-first ecommerce UX

One area Tom Dixon were aware they were struggling was with the mobile site performance in terms of conversion and delivery.  The interface was inconsistent in places and difficult to use leading to high drop-off/bounce rate on mobile devices and very low conversion.   We carried out a mobile-first UX audit and are ready to execute wide-ranging changes across the site.

Magento Search powered by Algolia

The out-of-the-box search for Magento 2 wasn’t performing well for Tom Dixon.  The search result rendering was slow, the ordering of results wasn’t best for their products and the search was lacking the “wow” already visible on parts of the rest of the site.  We considered various Magento search vendors for Tom Dixon, but after shortlisting and discussing, we collectively chose Algolia as their search solution and the first stage of its delivery is already on site and delivering results.

Going International

Tom Dixon have a wide-reaching global following and it’s made business sense to deliver a localised website to various countries.  This has started with a transactional Hong Kong site with more to follow.  Working closely with translation agencies, payment providers, shipping and more.

Roadmap of ecommerce deliveries

There is a lot of work to deliver.  And in record time.  We can’t say more, but just keep checking in on the website every few months and watch it evolve.  We’re delighted to be working with Tom Dixon – their product offering is fantastic, their drive is unstoppable and we’ve formed a great team to deliver with them.

Tom Dixon - Beat Floor Light

“I’ve been really impressed with LogicSpot, and would have no hesitation in recommending them as a development partner. Onboarding our Magento 2 platform was a seamless process and they have quickly become an extension of our team. They have been able immediately to deliver a fast-moving and demanding program of key development projects for our brand.

Their highly specialised team is able to offer 360 degree support, engaging with our projects and goals not only from a technical stance, but assisting in cost-effective decision-making and displaying an excellent grasp of our commercial needs and targets.”


–  Emma Hamilton, Ecommerce Manager at Tom Dixon