GURU
concept e-commerce website for
handcrafted concrete & wood products
Role: UX/UI Designer ● Deliverables: Sitemap, wireframes,
UI design, interactive prototype ● Tools: Figma
Duration: 4 weeks
Introduction
Guru is a conceptual e-commerce website designed to explore how artisan crafted concrete and wood products could be presented through a calm, minimal digital experience.
The focus of this case study is to demonstrate UX thinking around translating handcrafted products into an online environment while preserving their sense of quality and craftsmanship.
Understanding the User
Research conducted through a SurveyMonkey questionnaire revealed that users aged 25–55, including homeowners and renters, value quality, authenticity, and clarity when purchasing handcrafted home décor. Several recurring pain points emerged during this research. Users struggled to determine whether products were genuinely handcrafted or mass-produced, which reduced trust in the brand. Additionally, unclear product details such as missing information about materials, dimensions, and usage made it difficult for users to confidently evaluate products. Other concerns included overwhelming navigation due to broad product categorization, uncertainty around shipping, returns, and payment transparency, and difficulty visualizing how items would fit within their own space. Together, these findings highlighted a need for reassurance, transparency, and clearer product communication throughout the browsing experience.
"I don't have time to waste on websites that don't show me exactly what I'm getting."
Breaking Down The Process
After identifying key user pain points through survey responses, the design process focused on understanding how these issues appeared across existing e-commerce experiences for handcrafted products. The initial step involved reviewing similar platforms to identify common patterns that contributed to user confusion, such as dense layouts, unclear product hierarchies, and text-heavy product descriptions lacking visual support.
Problems To Be Solved
● Unclear product details and dimensions
Users frequently reported missing or insufficient information regarding materials, measurements, and usage. This lack of clarity made it difficult to evaluate products accurately and increased hesitation during the decision-making process.
● Difficulty visualizing products in real spaces
Many users struggled to imagine how a table lamp or plant pot would fit within their own environment. Without clear visual context, users were unsure about scale, proportion, and overall suitability for their space.
● Lack of trust in product authenticity
Users expressed uncertainty about whether products were genuinely handcrafted or mass produced. The absence of clear signals communicating craftsmanship reduced trust and weakened the perceived value of the products.
Process & Ideation
With the core problems defined, the next step was to explore different ways these issues could be addressed through design. Early ideation focused on how product information could be presented more clearly without overwhelming users, as well as how authenticity and craftsmanship could be communicated beyond standard product listings.
Multiple layout directions were explored, including variations in information hierarchy, visual emphasis, and content grouping on product pages. Different approaches were also considered for communicating brand authenticity, ranging from subtle visual cues to more explicit storytelling elements. These explorations helped clarify which ideas supported trust and understanding without compromising the calm, minimal nature of the experience.
Solutions
With the core problems clearly defined, the design process focused on translating user needs into concrete interface decisions.
● To address unclear product information, product pages were designed to surface essential details early, including materials, dimensions, and usage guidance. Information was structured visually rather than relying on dense text, allowing users to quickly scan and understand key attributes.
● To help users better visualize products in their own spaces, contextual imagery was introduced, showing items placed within real interior environments. This approach supported scale perception and reduced uncertainty around fit and placement.
● Trust in product authenticity was reinforced not only through restrained visual design, but also through the introduction of a dedicated Story page. This page was designed to communicate the values behind the brand by showcasing the craftsmanship process through imagery and narrative, highlighting the care, effort, and human involvement behind each product. By giving users insight into how the products are made, the experience aimed to build emotional connection and confidence in the authenticity of the craftsmanship.
Final Design
What i Learned
● Provide a Tissue for Any Issue
When users feel uncertain, the solution is reassurance. Clear information and visual context reduce hesitation more effectively than persuasion.
● Clarity Builds Trust: Users don’t need more features—they need confidence. Transparency and clear product details had the greatest impact on trust.
● Calm Design Supports Decisions: A restrained interface helped users focus on the product itself, enabling more thoughtful and confident decision making.
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