role
Brand Designer & Digital Experience Lead
Industry
Artisan Pottery / Retail
focus
UX, Visual System, E-Commerce Optimization
scope
Shopify Website Design & Build
- Primarily in-person brand
- Needed elevated online presence
- Product storytelling lacked structure
- Navigation required clarity for collections & drops
- Website needed to feel as intentional as the ceramics
the challenge
Buttons
Typography
Favicon
Primary Logo
Colour Palette
Product Card
Translating Texture to Digital
Pottery is inherently tactile - weight, glaze variation, surface texture. The challenge was translating that physical warmth into a refined digital environment without overwhelming the product.
The visual direction centered on restraint. A neutral, clay-inspired palette allows the ceramics to lead. Soft contrast, generous white space, and muted interface elements mimic the calm of a studio gallery. Typography balances warmth and clarity pairing a subtle serif for brand expression with a clean sans-serif for structure and usability.
The result is a digital space that feels grounded, intentional, and quiet allowing texture to be experienced visually rather than simulated.
Photography by Art by Agata
Building a Scalable Product System
Beyond aesthetics, the primary objective was building a scalable product architecture. The studio regularly releases new glaze colours and seasonal drops the system needed to support growth without requiring redesign.
I developed a structured collection framework organized by glaze and product type, ensuring consistency across launches. Product cards follow a standardized layout that prioritizes clarity, price visibility, and image focus. Variant selectors were intentionally simplified to accommodate colour-based purchasing behavior.
This modular system allows the studio to introduce new collections seamlessly while maintaining visual cohesion and navigational clarity.
Conversion-Focused UX
While visual direction established tone, user experience drove structure. The website was designed mobile-first, recognizing that a significant portion of customers discover and purchase through social channels.
Calls-to-action are consistently positioned within natural eye-flow patterns, reducing friction while preserving aesthetic calm. Navigation was simplified to prioritize glaze-based shopping and seasonal drops. The cart experience remains unobtrusive yet accessible, supporting seamless purchasing without visual clutter.
The balance between restraint and clarity ensures the site converts without feeling transactional.
