Southern Crafted
My Role
UX Designer
UX Researcher
Timeline
10 Weeks
Team
Blair Su (UXD, UXR)
Linghe Y. (UXD, Interactive Designer)
Paige Cai (UXD, Interactive Designer)
Overview
Southern Crafted is a Savannah-based store specializing in home goods crafted by artisans and small manufacturers from across the South. However, its existing website lacks clarity, visual appeal, and a compelling first impression, leaving users confused when browsing products and disengaged from the brand's Southern artistry and craftsmanship.
Our redesign revitalizes Southern Crafted's online presence, capturing its unique warmth and craftsmanship while enhancing website clarity, trustworthiness, and user engagement.
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Context
When Clicks Don't Meet Expectations
Southern Crafted, a home goods store, prides itself on showcasing the South's most talented craftspeople to make beautiful, unique pieces for the home. However, its online shopping experience fails to reflect these core values as customers
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Problem
Why the Local Home Goods E-Commerce Faces a Dilemma?
Southern Crafted's online shopping experience struggles with fundamental digital design challenges that undermine its potential, due to
Inefficient navigation system that hindered user interaction
lack of visual storytelling that failed to showcase the brand's core craftsmanship
Insufficient information that prevented establishing a trusty connection with potential customers
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