Ecommerce Website

A user-friendly ecommerce website for a high-end furniture brand.

What was done:

User Research

Personas & Journeys

Wireframing

High-Fidelity Prototypes

Usability Testing

Role:

Product Designer (UX/UI)

Tools:

Figma, FigJam, Principle, Notion

Timeline:

8 weeks

Team:

1 Product Manager, 2 Engineers, 1 UX Researcher

Design Thinking Process guides this project through Empathize, Define, Ideate, Prototype, and Test & Iterate to create user-centered solutions.

Goal

Create an ecommerce website that makes browsing high-end furniture and upholstery intuitive, informative, and aligned with the brand’s sophisticated identity.

Methods

Research included competitor analysis of furniture ecommerce platforms, user journey mapping, and evaluation of existing site pain points. This provided insight into both functional shopping needs and brand perception.

Insights

Users want clear product details, high-quality visuals, and confidence before purchasing. Easy navigation, transparent information, and a seamless browsing experience are essential to support decision-making and build trust.

User personas

Problem Statement

An adult who lives in the city, needs to re-furnish her home, but prefers shopping online, because she likes to compare products for the most affordable option before purchasing. She values her time, but finds the process of online shopping frustrating, and inefficient.

Goals

Simplify product discovery with a clear, intuitive interface.

Make browsing by style, room, and category seamless and easy to navigate.

Provide personalized recommendations and tailored style guidance.

Enable product customization and create a more individualised shopping experience.

Brainstorming

Generated multiple ideas and feature concepts to address user pain points and goals. Encouraged creative thinking, collaboration, and rapid exploration of solutions.

Wireframes

No items found.

Deliverables

High-fidelity desktop screens were created to cover key ecommerce flows, including onboarding, style-based browsing, product detail pages, and customization features. Interactive prototypes enabled early testing of navigation, virtual styling interactions, and overall usability, while a comprehensive style guide ensured visual consistency across the website.

“The interface is refined, spacious, and designed to highlight the furniture and upholstery services. Clear navigation, tailored content, and interactive styling features were introduced to replicate an elevated in-store experience online.”

Kendall Drake, Product Designer (UX/UI)

Design That Moves People: Key Insights and Outcomes

Early research and competitor analysis revealed that furniture shoppers require time, clarity, and confidence before making purchasing decisions. By addressing these needs, the website was refined to feel intuitive, sophisticated, and tailored to individual style preferences.

Usability testing showed improved navigation clarity and stronger engagement with style-based browsing and customization tools. The project reinforced that effective ecommerce design is about guiding customers with confidence and inspiration, not just displaying products.

Method

Tested 6 participants on onboarding, style navigation, and product pages.

Findings

Users liked style-based browsing but wanted clearer customization cues.

Iteration

Refined navigation, layouts, and interactions to improve clarity and ease of use.