01 — Index
Web · UX/UI · Graphic design
02 — Project
Case study
Carpenter Shop
An online shop for a Spanish woodworker's affordable kit furniture, built around one goal: earning trust when buying handcrafted pieces online.
UI design
UX research
Prototyping
Context
Ironhack UX/UI Bootcamp — e-commerce challenge with a real stakeholder
Client
Joel Martinez
Role
Research & prototyping (team), then UI refinement of the high-fidelity prototype (solo)
Team
Jorge Garcia Formoso, MJ Barba, Guillaume Normand and one more teammate
Duration
1 week as a team + 3 days solo
Year
2023
Context
Joel Martinez, a passionate Spanish woodworker, wanted to grow beyond custom orders with a range of affordable kit furniture. Our team had one week to design his online shop, from home page to order confirmation.
Research
We studied Ikea, Sklum and smaller artisans’ websites, then surveyed 25 people and interviewed 7. Quality–price ratio drove decisions (60%), while the main barriers were a lack of trust in online sellers (28%), not being able to see the product (24%) and difficulty imagining it at home (20%). Persona: Martin, 33, a university professor in Berlin.
Problem statement
“Handcrafted furniture enthusiasts need more trust and transparency from small artisans' websites, due to a lack of detailed information about the products.”
Solution
A focused purchase path — home, shop, product, checkout, confirmation — designed to build trust: testimonials and reviews, turnaround images and crafting videos, measurements on hover, a downloadable assembly manual, a chatbot and a clear contact page. Tests refined the navigation (“Custom Orders” instead of “Commissions”, Shop placed first) and the product page.
Visual design
Three brand attributes — Unique, Reliable, Handcrafted — guided the moodboard, a yellow balanced with neutral tones, and Barlow Condensed typography. After the bootcamp, I spent three extra days refining the UI: an earthier ochre, a softer red accent, grey kept for outlines, a subtle wood texture to express “handcrafted”, and sharp corners for a bolder, more reliable look.
Next steps
More qualitative and quantitative data, a secondary persona for custom orders, desirability testing and further refinement of the prototype.
