Overview

Pawood is a premium handcrafted furniture brand focused on sustainable materials and timeless craftsmanship. The goal of this project was to design a warm, trustworthy, and conversion-friendly web application that reflects Pawood’s values — and turns curious visitors into confident customers.

My Role

I led the UI/UX design of this project — from wireframing and visual design to layout structure and content strategy. I worked closely with brand goals to ensure the look and feel communicated comfort, quality, and modern craftsmanship.

Objective

Communicate Pawood’s artisan values clearly and quickly.

Make it easy for users to browse product categories.

Encourage purchases and newsletter sign-ups.

Improve trust through storytelling and education.

Challenges faced

Balancing Aesthetics with Conversion Goals: Needed to design something visually rich while ensuring CTAs remained clear and persuasive

Telling a Brand Story Without Overload: Had to distill core values into scannable, emotionally resonant content

Visual Hierarchy for Diverse Visitors: Addressed multiple user intents — from curious browsers to ready-to-buy customers

Curating the Product Display: Avoided overwhelming users while still showcasing variety and quality

Maintaining Brand Feel on Mobile: Ensured warmth, tone, and structure remained strong on smaller screens

User Research Summary

To align Pawood’s design with real user needs, I conducted online surveys and user interviews. The goal was to understand furniture preferences, decision-making behaviors, and online shopping habits.

We assumed users value sustainability, prefer a modern-rustic style, and shop primarily online. Insights from this research shaped the layout, tone, and content strategy ensuring a user-centered and conversion-friendly experience.

What I Designed

A clean, responsive layout centered around storytelling and usability

A “Why Pawood?” section with quick-read value cards to build immediate trust

A modular product highlight grid with pricing, images, and promotional callouts

A warm and inviting About section that humanizes the brand

A fully functional newsletter signup integrated with a discount offer

A structured, SEO-friendly blog section to boost engagement and visibility

Resuls & Impact

+37.5% increase in conversion rate within the first 3 weeks

Higher time-on-page and engagement, especially on mobile

Strengthened brand credibility through a unified, high-quality visual system

Increased click-through to product categories and blog posts

Provided a scalable design system and layout that supports future growth

High Fidelity Mock-Ups