How Decimal Technologies partnered with ASF Fitness to design a modern, high-converting website tailored to their premium coaching approach — supporting customer acquisition and business growth across Dubai and the U.A.E.
Tangerine Interiors is a boutique design and build studio based in Dubai, providing interior design and fit-out solutions for commercial and retail spaces.
Established in 2013, the company has completed more than 450 projects across Dubai. Its work covers the complete journey from design concepts and 3D visualisation through approvals, material selection and fit-out execution.
With a portfolio built around real projects and visual work, the website needed to do more than simply introduce the company. It needed to communicate the quality of the work, make the portfolio easy to explore and give potential clients a straightforward way to get in touch.
The new website was developed to bring those elements together in one clear digital experience.
Interior design is a highly visual industry. The quality of a company’s work can be difficult to communicate through text alone, so the website had to give projects and imagery the space they deserved.
At the same time, visitors needed to quickly understand who Tangerine Interiors is, what the company offers and how they can start a conversation.
The main focus was to create a website that:
The aim was not to overcomplicate the experience, but to let the work speak for itself.
Create layouts that allow completed interior projects and imagery to remain the focus.
Organise the website so visitors can easily move between the company’s services, background, projects and contact information.
Make it easy for potential clients to reach Tangerine Interiors without unnecessary steps.
Ensure the layouts adapt properly to desktop, tablet and mobile screens.
Build the website on WordPress so future content and project updates can be managed without rebuilding the site.
Keep the design visually rich while paying attention to page structure, responsive behaviour and website performance.
Build the website on WordPress so future content and project updates can be managed without rebuilding the site.
The website was developed from the ground up in WordPress with a custom design approach.
Rather than relying on a generic template structure, the layouts were created around Tangerine Interiors’ identity and the type of content the business needs to present.
The design gives priority to large imagery, clean sections, clear typography and straightforward navigation. This creates a more editorial feel that suits an interior design and fit-out business.
Elementor was used as the primary visual development framework, allowing the layouts to be built with flexibility while maintaining consistency across the website.
The result is a website that feels purpose-built rather than adapted from a standard template.
The portfolio is one of the most important parts of the Tangerine Interiors website.
The gallery presents completed projects with project names, locations, categories and supporting imagery, giving visitors an opportunity to explore the company’s work visually.
The website also introduces the company through dedicated content covering its experience, approach and capabilities.
The overall navigation is intentionally simple:
Home → Gallery → About → Contact
This keeps the user journey focused and makes the most important information easy to reach.
The interface was designed around the nature of Tangerine Interiors’ work.
Large project imagery creates the first visual impression, while supporting copy provides context without competing with the visuals.
The design focuses on:
Every section has a purpose, whether it is introducing the brand, presenting a project or encouraging a potential client to make contact.
A major part of the website development was creating a portfolio experience that allows Tangerine Interiors’ completed work to take centre stage.
The gallery showcases projects across commercial and retail spaces, with project information presented alongside the visual content.
This gives visitors a better understanding of the company’s experience and the variety of spaces it has delivered.
Instead of treating the portfolio as a secondary page, the website uses it as an important part of the brand experience.
The website was built using a flexible WordPress-based setup.
CMS: WordPress
Website Development: Custom WordPress Development
Design & Page Building: Elementor
Forms & Enquiry Capture: Forminator
Responsive Development: Desktop, Tablet & Mobile
Optimization: Performance-conscious structure, responsive optimization and streamlined page presentation
The technology was selected to provide a practical balance between design flexibility, content management and long-term maintainability.
Interior design websites naturally depend heavily on photography and visual content. This creates an important development challenge: maintaining the quality and impact of project imagery without allowing the website to become unnecessarily heavy.
The website was developed with optimization in mind, including responsive layouts, efficient page structure and attention to how visual content is presented.
The goal was to maintain the visual character expected from a design-focused brand while creating a smoother experience for visitors.
The completed website gives Tangerine Interiors a dedicated digital platform that brings its brand, experience and project portfolio together.
Most importantly, the website gives the company’s work the visibility it deserves.
The Tangerine Interiors website was developed with a simple idea in mind: the digital experience should reflect the quality and attention to detail behind the company’s physical work.
From the custom WordPress design to the responsive layouts, project gallery and enquiry forms, each part of the website was built to support the way visitors discover and evaluate the business.
The result is a clean, visual and flexible website that gives Tangerine Interiors a stronger platform to present its work and connect with future clients.
A website designed not just to show what Tangerine Interiors does, but to give visitors a feel for how they do it.
Decimal Technologies Middle East LLC
City Tower 2
Sheikh Zayed Road
Dubai
UAE
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