Craft Exploration
Craft Exploration
Craft Exploration
·
·
·
UI Niche
UI Niche
UI Niche
·
·
·
Concept
Concept
Concept
Most wine UIs sell products.
This one sells provenance.
Most wine UIs sell products.
This one sells provenance.
Most wine UIs sell products.
This one sells provenance.
A craft exploration in editorial conversion: using typography, scroll pacing, and visual hierarchy as the persuasion mechanism instead of CTAs.
A craft exploration in editorial conversion: using typography, scroll pacing, and visual hierarchy as the persuasion mechanism instead of CTAs.
A craft exploration in editorial conversion: using typography, scroll pacing, and visual hierarchy as the persuasion mechanism instead of CTAs.
Solo Art Direction · Editorial UX · Visual Identity · Discovery Flow
Solo Art Direction · Editorial UX · Visual Identity · Discovery Flow
Solo Art Direction · Editorial UX · Visual Identity · Discovery Flow
View Live Prototype →
View Live Prototype →
View Live Prototype →
01 THE DESIGN THESIS
01 THE DESIGN THESIS
01 THE DESIGN THESIS
The Hypothesis
The Hypothesis
The Hypothesis
Premium wine buyers don't convert because of CTAs.
They convert because of story.
Premium wine buyers don't convert because of CTAs.
They convert because of story.
Premium wine buyers don't convert because of CTAs.
They convert because of story.
Most wine e-commerce leads with product: varietals, price filters, 100-point ratings. Alpha Wine leads with provenance - the region, the winemaker's philosophy, the harvest year. Because a buyer who emotionally invests before comparing prices commits at a different level.
Most wine e-commerce leads with product: varietals, price filters, 100-point ratings. Alpha Wine leads with provenance - the region, the winemaker's philosophy, the harvest year. Because a buyer who emotionally invests before comparing prices commits at a different level.
Most wine e-commerce leads with product: varietals, price filters, 100-point ratings. Alpha Wine leads with provenance - the region, the winemaker's philosophy, the harvest year. Because a buyer who emotionally invests before comparing prices commits at a different level.
THE DESIGN QUESTION
THE DESIGN QUESTION
THE DESIGN QUESTION
Can editorial pacing and visual storytelling carry the persuasion weight that UX conventionally assigns to structured flows and button hierarchies?
Can editorial pacing and visual storytelling carry the persuasion weight that UX conventionally assigns to structured flows and button hierarchies?
Can editorial pacing and visual storytelling carry the persuasion weight that UX conventionally assigns to structured flows and button hierarchies?
WHY THIS MATTERS BEYOND THE NICHE
WHY THIS MATTERS BEYOND THE NICHE
WHY THIS MATTERS BEYOND THE NICHE
Premium e-commerce, luxury goods, and high-consideration purchases share one behavioral pattern: users don't decide with logic, they decide with confidence. Confidence comes from story, not specs. Alpha Wine is a stress test of that hypothesis.
Premium e-commerce, luxury goods, and high-consideration purchases share one behavioral pattern: users don't decide with logic, they decide with confidence. Confidence comes from story, not specs. Alpha Wine is a stress test of that hypothesis.
Premium e-commerce, luxury goods, and high-consideration purchases share one behavioral pattern: users don't decide with logic, they decide with confidence. Confidence comes from story, not specs. Alpha Wine is a stress test of that hypothesis.
02 WHAT I OWNED
02 WHAT I OWNED
02 WHAT I OWNED
What I Owned
What I Owned
What I Owned
Solo art direction and UI design · Concept exploration · 4 weeks
Solo art direction and UI design · Concept exploration · 4 weeks
Solo art direction and UI design · Concept exploration · 4 weeks
01
01
01
Visual Identity
Visual Identity
Visual Identity
Color language, typography system, editorial tone of voice across all states.
Color language, typography system, editorial tone of voice across all states.
Color language, typography system, editorial tone of voice across all states.
02
02
02
Art Direction
Art Direction
Art Direction
Scroll pacing, image treatment, spatial hierarchy, and negative space as signal.
Scroll pacing, image treatment, spatial hierarchy, and negative space as signal.
Scroll pacing, image treatment, spatial hierarchy, and negative space as signal.
03
03
03
Discovery Architecture
Discovery Architecture
Discovery Architecture
Sequencing story before product, structuring the emotional arc across 7 screens.
Sequencing story before product, structuring the emotional arc across 7 screens.
Sequencing story before product, structuring the emotional arc across 7 screens.
04
04
04
Micro-interactions
Micro-interactions
Micro-interactions
Transitions and reveals that reinforce editorial voice without noise.
Transitions and reveals that reinforce editorial voice without noise.
Transitions and reveals that reinforce editorial voice without noise.
This case study does not include a UX research phase. The intent was to explore whether visual craft alone can carry conversion intent, demonstrating art direction and editorial design as distinct senior-level competencies.
This case study does not include a UX research phase. The intent was to explore whether visual craft alone can carry conversion intent, demonstrating art direction and editorial design as distinct senior-level competencies.
This case study does not include a UX research phase. The intent was to explore whether visual craft alone can carry conversion intent, demonstrating art direction and editorial design as distinct senior-level competencies.
03 THE VISUAL SYSTEM
03 THE VISUAL SYSTEM
03 THE VISUAL SYSTEM
The Visual System
The Visual System
The Visual System
Every visual decision in Alpha Wine was made to produce a specific emotional or behavioral response. Here is the reasoning behind each one.
Every visual decision in Alpha Wine was made to produce a specific emotional or behavioral response. Here is the reasoning behind each one.
Every visual decision in Alpha Wine was made to produce a specific emotional or behavioral response. Here is the reasoning behind each one.
01
01
01
Typography: The Sommelier Voice
Typography: The Sommelier Voice
Typography: The Sommelier Voice
DECISION
DECISION
DECISION
Serif display type at large scale. Light body weight. Wide tracking on labels.
Serif display type at large scale. Light body weight. Wide tracking on labels.
Serif display type at large scale. Light body weight. Wide tracking on labels.
WHY
WHY
WHY
Serif type carries editorial authority - it signals "this is worth reading slowly." The contrast between heavy display headlines and featherlight body text creates a reading rhythm that mirrors how a sommelier speaks: deliberate, unhurried, confident without being loud.
Wide letter-spacing on wine labels and region names slows the eye intentionally. In discovery browsing, pace IS the experience. Fast reading creates a transactional mindset. Slow reading creates a curatorial one.
Serif type carries editorial authority - it signals "this is worth reading slowly." The contrast between heavy display headlines and featherlight body text creates a reading rhythm that mirrors how a sommelier speaks: deliberate, unhurried, confident without being loud.
Wide letter-spacing on wine labels and region names slows the eye intentionally. In discovery browsing, pace IS the experience. Fast reading creates a transactional mindset. Slow reading creates a curatorial one.
Serif type carries editorial authority - it signals "this is worth reading slowly." The contrast between heavy display headlines and featherlight body text creates a reading rhythm that mirrors how a sommelier speaks: deliberate, unhurried, confident without being loud.
Wide letter-spacing on wine labels and region names slows the eye intentionally. In discovery browsing, pace IS the experience. Fast reading creates a transactional mindset. Slow reading creates a curatorial one.
BEHAVIORAL INTENT
BEHAVIORAL INTENT
BEHAVIORAL INTENT
A user reading at this pace is not shopping, they are learning. A user who learns before they buy is less price-sensitive and more likely to return.
A user reading at this pace is not shopping, they are learning. A user who learns before they buy is less price-sensitive and more likely to return.
A user reading at this pace is not shopping, they are learning. A user who learns before they buy is less price-sensitive and more likely to return.
02
02
02
Color Language: Restraint as Positioning
Color Language: Restraint as Positioning
Color Language: Restraint as Positioning
DECISION
DECISION
DECISION
Deep noir backgrounds. Muted burgundy and warm amber accents. Near-zero bright UI color.
Deep noir backgrounds. Muted burgundy and warm amber accents. Near-zero bright UI color.
Deep noir backgrounds. Muted burgundy and warm amber accents. Near-zero bright UI color.
WHY
WHY
WHY
In premium brand contexts, color density signals mass-market. Restraint signals curation. Bright CTAs and vibrant UI chrome are the visual vocabulary of fast commerce - they prime users to compare and transact.
Removing that vocabulary forces the eye to settle on content: the photography, the label art, the prose. The UI disappears and the product takes the stage.
In premium brand contexts, color density signals mass-market. Restraint signals curation. Bright CTAs and vibrant UI chrome are the visual vocabulary of fast commerce - they prime users to compare and transact.
Removing that vocabulary forces the eye to settle on content: the photography, the label art, the prose. The UI disappears and the product takes the stage.
In premium brand contexts, color density signals mass-market. Restraint signals curation. Bright CTAs and vibrant UI chrome are the visual vocabulary of fast commerce - they prime users to compare and transact.
Removing that vocabulary forces the eye to settle on content: the photography, the label art, the prose. The UI disappears and the product takes the stage.
BEHAVIORAL INTENT
BEHAVIORAL INTENT
BEHAVIORAL INTENT
Accent color appears only at the moment of product selection. The first appearance of a bright color feels like a signal: "now is the time to act."
Accent color appears only at the moment of product selection. The first appearance of a bright color feels like a signal: "now is the time to act."
Accent color appears only at the moment of product selection. The first appearance of a bright color feels like a signal: "now is the time to act."
03
03
03
Space: The Premium Signal
Space: The Premium Signal
Space: The Premium Signal
DECISION
DECISION
DECISION
Aggressive use of negative space. Single product per view on key screens. Generous margins.
Aggressive use of negative space. Single product per view on key screens. Generous margins.
Aggressive use of negative space. Single product per view on key screens. Generous margins.
WHY
WHY
WHY
Space is the visual equivalent of a pause. Editorial designers use pauses to build anticipation. In wine, anticipation is part of the experience.
Tight layouts signal abundance and choice. Open layouts signal scarcity and curation. A screen with one wine, given breathing room, communicates "this was selected for you" rather than "here are your options."
Space is the visual equivalent of a pause. Editorial designers use pauses to build anticipation. In wine, anticipation is part of the experience.
Tight layouts signal abundance and choice. Open layouts signal scarcity and curation. A screen with one wine, given breathing room, communicates "this was selected for you" rather than "here are your options."
Space is the visual equivalent of a pause. Editorial designers use pauses to build anticipation. In wine, anticipation is part of the experience.
Tight layouts signal abundance and choice. Open layouts signal scarcity and curation. A screen with one wine, given breathing room, communicates "this was selected for you" rather than "here are your options."
BEHAVIORAL INTENT
BEHAVIORAL INTENT
BEHAVIORAL INTENT
Users cannot quickly scan multiple products - intentionally. Designed for depth, not breadth: for the buyer who wants to understand before they choose.
Users cannot quickly scan multiple products - intentionally. Designed for depth, not breadth: for the buyer who wants to understand before they choose.
Users cannot quickly scan multiple products - intentionally. Designed for depth, not breadth: for the buyer who wants to understand before they choose.
04
04
04
Story-Led Architecture: Provenance Before Price
Story-Led Architecture: Provenance Before Price
Story-Led Architecture: Provenance Before Price
DECISION
DECISION
DECISION
Each wine's editorial story appears before the product card and pricing.
Each wine's editorial story appears before the product card and pricing.
Each wine's editorial story appears before the product card and pricing.
WHY
WHY
WHY
This is the central UX hypothesis. Conventional e-commerce surfaces price and ratings first. Alpha Wine inverts this deliberately.
A buyer who reads about a winemaker's dry-farming philosophy has already formed a relationship with the product. By the time price appears, they're not asking "is this worth it?" They're asking "how many bottles?"
This is the central UX hypothesis. Conventional e-commerce surfaces price and ratings first. Alpha Wine inverts this deliberately.
A buyer who reads about a winemaker's dry-farming philosophy has already formed a relationship with the product. By the time price appears, they're not asking "is this worth it?" They're asking "how many bottles?"
This is the central UX hypothesis. Conventional e-commerce surfaces price and ratings first. Alpha Wine inverts this deliberately.
A buyer who reads about a winemaker's dry-farming philosophy has already formed a relationship with the product. By the time price appears, they're not asking "is this worth it?" They're asking "how many bottles?"
BEHAVIORAL INTENT
BEHAVIORAL INTENT
BEHAVIORAL INTENT
Region story - Winemaker philosophy - Harvest details - Tasting notes - Product card. Each step deepens investment before asking for a decision.
Region story - Winemaker philosophy - Harvest details - Tasting notes - Product card. Each step deepens investment before asking for a decision.
Region story - Winemaker philosophy - Harvest details - Tasting notes - Product card. Each step deepens investment before asking for a decision.
05
05
05
Micro-interactions: Reinforcing the Editorial Tone
Micro-interactions: Reinforcing the Editorial Tone
Micro-interactions: Reinforcing the Editorial Tone
DECISION
DECISION
DECISION
Slow fade-based transitions. No snappy slides. Scroll-triggered reveals that feel like turning a page.
Slow fade-based transitions. No snappy slides. Scroll-triggered reveals that feel like turning a page.
Slow fade-based transitions. No snappy slides. Scroll-triggered reveals that feel like turning a page.
WHY
WHY
WHY
Animation vocabulary communicates product personality. Fast, elastic animations signal energy and youth. Slow, dissolving transitions signal patience and permanence.
Every interaction was designed to feel like handling something physical: the weight of a wine bottle, the deliberateness of uncorking.
Animation vocabulary communicates product personality. Fast, elastic animations signal energy and youth. Slow, dissolving transitions signal patience and permanence.
Every interaction was designed to feel like handling something physical: the weight of a wine bottle, the deliberateness of uncorking.
Animation vocabulary communicates product personality. Fast, elastic animations signal energy and youth. Slow, dissolving transitions signal patience and permanence.
Every interaction was designed to feel like handling something physical: the weight of a wine bottle, the deliberateness of uncorking.
04 DISCOVERY ARCHITECTURE
04 DISCOVERY ARCHITECTURE
04 DISCOVERY ARCHITECTURE
Discovery Architecture
Discovery Architecture
Discovery Architecture
Built for the user who wants to want something - the curious buyer who does not yet have the vocabulary but trusts the experience to guide them.
Built for the user who wants to want something - the curious buyer who does not yet have the vocabulary but trusts the experience to guide them.
Built for the user who wants to want something - the curious buyer who does not yet have the vocabulary but trusts the experience to guide them.
Landing
Landing
Landing
Mood Entry
Mood Entry
Mood Entry
›
›
›
Region
Region
Region
Story
Story
Story
›
›
›
Winemaker
Winemaker
Winemaker
Feature
Feature
Feature
›
›
›
Curated
Curated
Curated
Collection
Collection
Collection
›
›
›
Single
Single
Single
Product
Product
Product
›
›
›
Food
Food
Food
Pairing
Pairing
Pairing
›
›
›
Add to
Add to
Add to
Cellar
Cellar
Cellar
Mood Entry
Mood Entry
Mood Entry
Removes the barrier of prior wine knowledge. You do not need to know grapes to start.
Removes the barrier of prior wine knowledge. You do not need to know grapes to start.
Removes the barrier of prior wine knowledge. You do not need to know grapes to start.
Story-First
Story-First
Story-First
Region and winemaker stories build vocabulary and confidence progressively.
Region and winemaker stories build vocabulary and confidence progressively.
Region and winemaker stories build vocabulary and confidence progressively.
Timed Reveal
Timed Reveal
Timed Reveal
Curated collection arrives only after emotional context is established.
Curated collection arrives only after emotional context is established.
Curated collection arrives only after emotional context is established.
Lifestyle Frame
Lifestyle Frame
Lifestyle Frame
Food pairing extends the purchase into a lifestyle frame. You are not buying wine, you are planning an evening.
Food pairing extends the purchase into a lifestyle frame. You are not buying wine, you are planning an evening.
Food pairing extends the purchase into a lifestyle frame. You are not buying wine, you are planning an evening.
Language Shift
Language Shift
Language Shift
"Add to Cellar" not "Add to Cart". Copy that matches the editorial tone signals you are in a different kind of store.
"Add to Cellar" not "Add to Cart". Copy that matches the editorial tone signals you are in a different kind of store.
"Add to Cellar" not "Add to Cart". Copy that matches the editorial tone signals you are in a different kind of store.
05 CRAFT REFLECTION
05 CRAFT REFLECTION
05 CRAFT REFLECTION
Craft Reflection
Craft Reflection
Craft Reflection
WHAT THIS DEMONSTRATES
WHAT THIS DEMONSTRATES
WHAT THIS DEMONSTRATES
Visual systems can carry persuasion weight UX conventionally assigns to flows and CTAs
Visual systems can carry persuasion weight UX conventionally assigns to flows and CTAs
Visual systems can carry persuasion weight UX conventionally assigns to flows and CTAs
Typography and spatial rhythm are behavioral tools, not just aesthetic choices
Typography and spatial rhythm are behavioral tools, not just aesthetic choices
Typography and spatial rhythm are behavioral tools, not just aesthetic choices
Editorial hierarchy changes the emotional state of the user before they make a decision
Editorial hierarchy changes the emotional state of the user before they make a decision
Editorial hierarchy changes the emotional state of the user before they make a decision
Designing for confidence is different from designing for efficiency
Designing for confidence is different from designing for efficiency
Designing for confidence is different from designing for efficiency
TRADE-OFFS I MADE CONSCIOUSLY
TRADE-OFFS I MADE CONSCIOUSLY
TRADE-OFFS I MADE CONSCIOUSLY
Slow browsing over fast filtering
Slow browsing over fast filtering
Slow browsing over fast filtering
Lower task efficiency, higher purchase intent. A user who reads a story buys a case.
Lower task efficiency, higher purchase intent. A user who reads a story buys a case.
Lower task efficiency, higher purchase intent. A user who reads a story buys a case.
Story-first over product-first
Story-first over product-first
Story-first over product-first
Harder to compare SKUs. Appropriate for the premium segment; would fail for a value retailer.
Harder to compare SKUs. Appropriate for the premium segment; would fail for a value retailer.
Harder to compare SKUs. Appropriate for the premium segment; would fail for a value retailer.
Dark mode only
Dark mode only
Dark mode only
Reinforces premium positioning. Production delivery includes light mode variant and WCAG 2.1 AA audit.
Reinforces premium positioning. Production delivery includes light mode variant and WCAG 2.1 AA audit.
Reinforces premium positioning. Production delivery includes light mode variant and WCAG 2.1 AA audit.
WHAT I'D EXPLORE NEXT
WHAT I'D EXPLORE NEXT
WHAT I'D EXPLORE NEXT
How does this editorial model scale to a catalog of 200+ wines? Where does pacing break under volume?
How does this editorial model scale to a catalog of 200+ wines? Where does pacing break under volume?
How does this editorial model scale to a catalog of 200+ wines? Where does pacing break under volume?
Can this be tested against a conventional wine e-commerce UI for time-to-decision and average order value?
Can this be tested against a conventional wine e-commerce UI for time-to-decision and average order value?
Can this be tested against a conventional wine e-commerce UI for time-to-decision and average order value?
What is the mobile translation of editorial pacing? Does scroll rhythm work the same way on thumb navigation?
What is the mobile translation of editorial pacing? Does scroll rhythm work the same way on thumb navigation?
What is the mobile translation of editorial pacing? Does scroll rhythm work the same way on thumb navigation?
This is not a solved UX problem. It is a deliberate visual argument, made in craft, that premium product discovery can be redesigned around emotional investment rather than transactional efficiency.
That is a design opinion, clearly held and clearly executed.
This is not a solved UX problem. It is a deliberate visual argument, made in craft, that premium product discovery can be redesigned around emotional investment rather than transactional efficiency.
That is a design opinion, clearly held and clearly executed.
This is not a solved UX problem. It is a deliberate visual argument, made in craft, that premium product discovery can be redesigned around emotional investment rather than transactional efficiency.
That is a design opinion, clearly held and clearly executed.
CRAFT EXPLORATION · UI NICHE · CONCEPT
Most wine UIs sell
products.
This one sells
provenance.
A craft exploration in editorial conversion: using typography, scroll pacing, and visual hierarchy as the persuasion mechanism instead of CTAs.
Solo Art Direction
Editorial UX
Visual Identity
View Prototype →
01 THE DESIGN THESIS
The Hypothesis
Premium wine buyers don't convert because of CTAs.
They convert because of story.
THE DECISION
No traditional product grid. Each wine gets its own editorial page: full-bleed photography, a "character profile" over price-first hierarchy.
WHY THIS MATTERS BEYOND THE NICHE
Most wine e-commerce leads with product: varieties, price filters, 100-point ratings. Alpha Wine leads with provenance: the region, the winemaker's philosophy, the harvest year.
WHAT I OWNED
End-to-End
Ownership
Solo project. Every layer, every decision.
Visual Identity
Color language, typography system, editorial tone
Art Direction
Scroll pacing, full-bleed composition, product framing
Discovery Architecture
Catalog structure, filtering logic, collection nav
Micro-interactions
Hover reveals, toast confirmations, loading states
03 THE VISUAL SYSTEM
The Visual System
Every element earns its place. Here is how each decision compounds into a system.
01 / VISUAL SYSTEM
Typography: The Sommelier Voice
THE DECISION
Forum for display, Caudex for editorial body. Zero system fonts.
WHY
Forum's roman serifs echo wine label traditions. Caudex holds 300-word product essays without fatigue. The combination signals luxury without using a single gold-star icon.
BEHAVIORAL INTENT
Users read more, stay longer, trust the brand before they see a price.
02 / VISUAL SYSTEM
Color Language: Restraint as Positioning
THE DECISION
Noir-purple base (#1E0024) with gold and rose as the only accent colors.
WHY
Purple-black reads as cellar depth. Gold suggests aged provenance. Rose signals approachability in an otherwise intimidating category.
BEHAVIORAL INTENT
Color does the positioning work: premium but not corporate, intimate but not casual.
03 / VISUAL SYSTEM
Space: The Premium Signal
THE DECISION
80-160px vertical rhythm. No element competes with its neighbor.
WHY
Luxury retail uses whitespace as a proxy for value. Crowded = discount. Spacious = worth the price.
BEHAVIORAL INTENT
Users slow down. Scroll pacing becomes the conversion mechanism.
04 / VISUAL SYSTEM
Story-Led Architecture: Provenance Before Price
THE DECISION
Region story, winemaker note, and harvest context appear before price or add-to-cart.
WHY
Wine buyers self-identify as connoisseurs. Leading with story validates that identity. Price at the end feels like a reveal, not a transaction.
BEHAVIORAL INTENT
Higher perceived value. Lower price sensitivity.
05 / VISUAL SYSTEM
Micro-interactions: Reinforcing the Editorial Tone
THE DECISION
Hover reveals expand character profiles, not spec sheets.
WHY
System-level hover states (color swatches, zoom previews) belong in Amazon. Alpha Wine hover states deepen the narrative.
BEHAVIORAL INTENT
Every interaction reinforces the brand voice: curious, measured, knowledgeable.
04 DISCOVERY ARCHITECTURE
How a User
Moves Through
the Site
The journey is structured to delay purchase intent and build desire through story.
01
Landing
Hero statement sets editorial tone. No product grid above the fold.
02
Collection Entry
Nocturna / Aurum — thematic, not varietal. Emotional positioning before specs.
03
Editorial Feature
Full-bleed hero image, winemaker note, harvest story.
04
Product Detail
Character profile, tasting notes, and provenance before price.
05
Add to Cellar
CTA appears only after narrative is complete.
06
Cross-Sell Arc
Related bottles surface by story theme, not algorithm.
07
Loyalty Signal
Account area reframes as "Your Cellar" - collection vs. purchase history.
WHY THIS ARCHITECTURE
Every step in this flow was chosen to extend dwell time. Longer dwell = higher perceived value = lower price resistance. The architecture is the conversion mechanism.
05 CRAFT REFLECTION
What I Would
Do Differently
Honest trade-off analysis from a designer who's seen how this performs under real product pressure.
PERFORMANCE COST
Full-bleed imagery at this scale adds 2-4s to first contentful paint on mobile. A real product would need lazy loading, WebP format, and progressive image delivery baked into the design spec.
ACCESSIBILITY GAP
Gold on noir fails WCAG AA at small sizes. A production version would shift to a lighter gold variant (#FFD4A3) for body text and implement focus states that don't break the dark aesthetic.
CONVERSION RISK
Delaying the CTA is a deliberate bet. It works when users arrive with purchase intent. For cold traffic it may increase bounce. A real test: A/B the CTA position on the editorial feature page.
SCALE QUESTION
The editorial model works at 20-50 SKUs. At 500+ SKUs it breaks. A production system needs a templatized editorial format: variable story blocks that can be populated via CMS without a designer.
"The best editorial UI is the one that makes the user forget they're shopping."
Explore More Projects
Explore More Projects
Voltvera
Client Approved · In Development
Trust Architecture
B2C E-Commerce
Broken navigation, inconsistent data, zero purchase confidence. I rebuilt the complete e-commerce system, from IA to dev handoff, for an Indian eco-electronics brand competing against Amazon.
Highlights
Full purchase system redesigned, homepage through post-purchase confirmation
Every decision traced to a finding: competitive analysis against Amazon India, Atomberg, Livpure
15+ screens · 10+ edge cases · WCAG 2.1 AA audited · 24,000-word dev handoff
Codsphere
Shipped
B2B SaaS
Trust Diagnosis
Conversion UX
The homepage wasn't underperforming, it was actively destroying trust. No conversion hierarchy & zero proof before the ask. Restructured the entire architecture so the site did the sales qualification before a human ever picked up the phone.
Highlights
Site shifted from credibility liability to pre-sales conversion tool
Diagnosed six structural trust breaks before touching a single frame
+188% sessions · +170% users · 5m 16s avg engagement (GA4, Nov 2025 → Feb 2026)
ArchDzyn
Concept
B2C Mobile
Interior Design
System Design
Renovators don't quit because they lack inspiration. They quit because nothing connects it to a decision. I designed one flow, three entry points, each mapped to a distinct user mental model.
Highlights
Three entry points, visual, budget, specification-first each mapped to a distinct decision-making pattern
Prototype walkthrough (n=5): 4 of 5 reached completion via structured flow vs 1 of 5 freeform
120+ screens, inspiration through contractor-ready specification
Explore More Projects
Codsphere
Shipped
B2B SaaS
Trust Diagnosis
The homepage wasn't underperforming, it was actively destroying trust. No conversion hierarchy & zero proof before the ask. Restructured the entire architecture so the site did the sales qualification before a human ever picked up the phone.
Highlights
Site shifted from credibility liability to pre-sales conversion tool
Diagnosed six structural trust breaks before touching a single frame
+188% sessions · +170% users · 5m 16s avg engagement (GA4, Nov 2025 → Feb 2026)
Voltvera
Client Approved · In Development
Trust Architecture
B2C E-Commerce
Broken navigation, inconsistent data, zero purchase confidence. I rebuilt the complete e-commerce system, from IA to dev handoff, for an Indian eco-electronics brand competing against Amazon.
Highlights
Full purchase system redesigned, homepage through post-purchase confirmation
Every decision traced to a finding: competitive analysis against Amazon India, Atomberg, Livpure
15+ screens · 10+ edge cases · WCAG 2.1 AA audited · 24,000-word dev handoff
ArchDzyn
Concept
B2C Mobile
System Design
Renovators don't quit because they lack inspiration. They quit because nothing connects it to a decision. I designed one flow, three entry points, each mapped to a distinct user mental model.
Highlights
Three entry points, visual, budget, specification-first each mapped to a distinct decision-making pattern
Prototype walkthrough (n=5): 4 of 5 reached completion via structured flow vs 1 of 5 freeform
120+ screens, inspiration through contractor-ready specification
