An end-to-end B2C project for a new handmade business, from shaping the structure and experience to designing and building the website.
My client needed a site that sells, holds products and services in one place, and puts her, not a platform, in control of the customer relationship. So I built her one.
I owned the process end to end, balancing what customers need with what the business needs to sell, communicate and grow.

Existing platforms couldn't solve the core business problem: visibility, and combining product sales with services in one place. The challenge was making all of it feel like one clear business, while giving customers a simple path from discovering the brand to finding the right product or service.

A dedicated website created an opportunity to own the customer journey, strengthen the brand and create a direct path to purchase.

Adults aged 20-65, searching for hand-crafted products or services.

Figma
Lovable
Wordpress
Adobe Photoshop

I started by aligning with the client on goals, audience, content and visual direction, then used competitive research to understand what worked and where there was room to do things differently.
The goal was not to copy existing solutions, but to find the right structure for this business.

Reviewing existing examples.

In parallel, I discuss with the client what feel and look they want from their website. The brief was "japanese minilamism, scandinavian design vibes like AB Småland, Banksy, natural colours". I have also asked the client to send me pictures of whatever they like, doesn't matter what. My goal was to understand the preferences of the client through visual media, what vibe to go, what feeling should the website evoke for the user, but also to understand the colour pallette.

Moodboard from the client & me. And a set of fonts to pick the correct one.

The business needed to communicate different offerings without making the customer work to understand them.
I shaped the information architecture and content hierarchy around how people would actually explore the business, keeping the experience focused while making products and services easy to find.

Ideation on paper and with Lovable.

One key decision was what to show on the homepage.
The client preferred keeping products on a dedicated page. I challenged this from a business perspective: if the website is also a sales channel, customers should see evidence of the products early.
We landed on New In. It offers enough product visibility to support the business, without turning the homepage into a catalogue.

Wireframes, version 1 on top and iterated final version 2 on the bottom.

I moved from sketches and wireframes into a high-fidelity Figma prototype, using each iteration to test hierarchy, readability and the overall experience with the client.
Small decisions, from image cropping to button placement, helped make the final experience easier to scan and understand.

First prototype ready to be shown to the client.

As the client began photoshoots of their production, it became evident that the look and feel of the website should be changed. 

Process of the visual design change.

The final website brings products, custom work and services into one coherent experience, giving the business a platform it owns and a clearer path to its customers.

I built the website in WordPress, taking the project beyond design and into delivery.

Stay tuned for the launch!

Final version of the prototype. Ready to be made into an actual website.

This is the kind of project I look for: design that has to earn its keep commercially, not just look good. Strategy first, craft second - both non-negotiable.