Scope

Design and develop a scalable rental commerce platform for MyFullHouse, a UK-based startup disrupting the home appliances and furniture market through flexible, sustainable rentals. This project involved developing a custom brand-aligned frontend, integrating external APIs for product fulfilment and Stripe for payments, implementing intelligent bundle pricing logic, and delivering a full-stack e-commerce experience tailored to partners, such as estate agencies and letting platforms.

Product Strategy & Technical Architecture

Worked closely with the founders to shape a technical blueprint that supports partner-led onboarding, dynamic bundle pricing, and a phased feature rollout strategy (subscriptions, review flows, referral tracking).

Brand Implementation & UX Foundation

Though the core brand identity existed, the goal was to translate Full House’s ethos of "rent, don't own" into a UX that builds trust and feels seamless from browsing through to checkout.

UX Touchpoints:

• Bundle-first shopping experience: allows users to start from curated sets and drill into product details

• Partner-specific landing pages: allowing brands like Goodlord to refer tenants with a custom message, brand colours, and logo

• Clear, confident pricing structure: consistent display of VAT-inclusive monthly pricing alongside deposits

Frontend Development

Crafted using Laravel Blade and TailwindCSS, the frontend offers a clean, responsive experience across mobile and desktop.

Key UX Features:

• Dynamic product filtering by category, brand, and custom attributes (e.g., screen size, energy rating)

• Shopping cart with VAT-handled pricing logic (including smart bundle discount breakdown)

• Seamless Stripe integration for deposit payment and card authentication

• Tailored confirmation pages with conversion tracking (Google Analytics)

Backend Development

The backend was built using Laravel 12, integrated with an external order fulfilment API for inventory and logistics.

Core Features:

• Dynamic bundle creation with percentage or fixed-value discounts

• API-first architecture with robust filtering (brand, category, attributes)

• Admin system for managing products, bundles, partners, and attribute linking

• Scheduled jobs (e.g., review email reminders 2 weeks after rental starts)

Solution & Results

Operational Success:

• Full order pipeline automated - from partner referral to external API fulfilment and Stripe payment confirmation

• Shopping bundles dynamically priced with VAT and discounts correctly calculated across the frontend and backend

• Partners can now send traffic directly to branded pages and receive conversion tracking reports

• Excellent scores on Google Page Speeds

  
  

  

User Experience:

• Optimised cart UX: >90% of customers complete checkout in <5 mins

• Mobile-first design ensures high usability on mobile devices, over 70% of traffic

Business Value:

• Replaced costly manual admin workflows with automated order processing

• Enabled scalable growth with a flexible, API-first platform ready for new markets

• Built-in partner branding support helped onboard strategic referrers like Goodlord

Summary

The MyFullHouse platform transformed a complex rental logistics operation into a frictionless, intuitive e-commerce system. By combining product-level API data, smart pricing, Stripe integration, and partner referral tracking, it created a powerful ecosystem for customers and collaborators alike, without sacrificing performance, clarity, or speed.