/SERVICE

Visual Identity
E-commerce
App IOS / Android
Photography

/GOAL

Design a digital shopping experience that helps customers feel confident purchasing high-consideration furniture online.

Cardinal Workshop customers often took weeks to decide on a purchase. Research showed they needed more than beautiful photography—they wanted clear information about materials, craftsmanship, reviews, dimensions, shipping, and returns.

The Goal: create a clearer path from Discovery → Consideration → Confidence → Purchase.

/DISCOVER

We combined surveys and interviews to understand how customers shop for higher-priced furniture and what prevents them from purchasing online.

Three themes emerged:
• Information builds confidence: Customers wanted detailed imagery, reviews, materials, dimensions, and shipping information.
• Brand matters: Customers were drawn to companies whose values and aesthetic aligned with their own.
• Samples reduce uncertainty: 95% of interviewed shoppers had requested product samples.

Design implication:
The experience needed to reduce uncertainty at every stage of the purchase journey.

/DEFINE

I translated the research into a primary user journey focused on a first-time Cardinal Workshop customer.

The journey mapped the questions customers needed answered—from “Who is this company?” to “Can I trust this product and purchase?”

This led to a core experience strategy:
Build confidence progressively rather than asking customers to make a purchase decision from a single product page.

/DESIGN

I translated the journey into a primary flow:
Homepage → Our Story → Materials → Collection → Product Detail → Cart

Each experience served a specific purpose—from establishing brand credibility and communicating craftsmanship to providing the product information needed to make a confident decision.

Below is an illustration of the user journey

/DELIVER

The final designs included responsive desktop, tablet, and mobile experiences across the core shopping journey.

The experience prioritized:
• Clear navigation
• Contextual product photography
• Materials and craftsmanship information
• Easy sample ordering
• Transparent shipping and returns
• Product reviews and decision-support content
• A consistent cross-device experience