E-commerce redesign for a Ukrainian premium interior brand specializing in decorative wall panels.
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UI Design
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E-commerce
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Real Client
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DecorSpace sells high-end Ukrainian decorative panels — 3D textured surfaces, wooden slats, stone veneer. The craftsmanship is real. The materials are exceptional. But the original website failed to convey any of this: it looked like a generic builder template, pushed potential buyers away before they could feel the brand.
"The product is premium. The website is not. How do we close that gap and make customers feel the quality before they even touch it?”
I started with a structured stakeholder interview to understand the business, the users, and the gaps. Three key insights shaped everything that followed:
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Materials need to be the hero.
Customers buy with their eyes first — texture and scale matter more than specs. Photography must be the primary design element, not decoration.
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Buyers feel lost in the catalogue.
The category structure was unclear. Users didn't understand the difference between product types — and confusion leads to abandoned carts.
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The brand needs premium repositioning.
The client wanted to move upmarket. Every visual decision had to signal craftsmanship, quality, and trust — not discounts and mass production.
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Reference Analysis
Studied premium interior e-commerce (Ferm Living, Menu, Hem). Identified patterns: editorial photography, generous whitespace, minimal navigation.
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Information Architecture
Mapped the full e-commerce flow. Restructured categories by material type (3D panels/Wooden slats/Stone veneer) for clarity.
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Wireframing
Low-fidelity wireframes for Homepage to validate layout before investing in visual design. Client approved in first round.
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