Elevating a handcrafted rattan brand from a generic online shop to a premium, editorial digital experience.
Delicate Weaves crafts premium handmade rattan planters for the Russian market. The products were exceptional. The website was not.
72% of traffic arrived on mobile. The bounce rate was high. Users couldn't distinguish one product from another. The brand's artisanal identity was completely invisible.
of catalogue page visitors left without clicking a product - unclear categories and no product context drove high drop-off
of all traffic arrived via mobile - yet the original site had zero responsive design, creating broken layouts and unreadable text
average time before users decided to leave - the first impression was the only impression, and the original design failed to make it count
price point of premium competitors - users couldn't justify the cost because the brand failed to communicate the value of handcraft
Two primary buyer types emerged from heuristic analysis and competitive review. Each needed a fundamentally different reassurance from the brand.
Interior Stylist · Moscow · Mobile-first
Pain points with original site
"I need to see the basket in a room, not on a white table. How else do I know if it fits my client's aesthetic?"
- Persona A · Composite voiceHomeowner · Saint Petersburg · Desktop buyer
Pain points with original site
"I found them on OZON and liked the product. But when I visited the website I wasn't sure if this was a serious company."
- Persona B · Composite voiceEvery screen mapped to reduce friction at the moments users were most likely to leave - catalogue, product card, and checkout.
Mapping each stage of the buyer journey revealed where the original experience broke trust - and exactly where the redesign needed to intervene.
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Awareness
Discovery
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Consideration
Evaluation
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Decision
Intent
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Purchase
Conversion
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Post-Purchase
Retention
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| Touchpoint | Instagram post · OZON listing · friend recommendation | Homepage hero · product catalogue · lifestyle photos | Product card · reviews · delivery information | Contact form · Telegram · WhatsApp button | Delivery confirmation · packaging · repeat visit |
| Thinking | "This looks beautiful - I need something natural for my space." | "Does this match my interior aesthetic? Is it worth the price?" | "Do I trust this brand? What size do I actually need?" | "How do I order? Is this process easy and safe?" | "Wow, the quality is even better than I expected. I'll come back." |
| Emotion | ✦ Curious ◎ Interested | ? Uncertain ↔ Comparing | ⚖ Hesitant ! Cautious | ✓ Confident → Ready | ★ Delighted ♥ Loyal |
| Mood Curve |
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| Pain Points (original) |
No brand differentiation from competitors on OZON | White-background photos with no interior context; no lifestyle imagery | No size selector; single product photo; reviews buried below fold | Complex contact form; no WhatsApp/Telegram quick-contact | No social sharing prompt; no newsletter; no repeat-purchase incentive |
| Opportunities (redesign) |
Editorial hero Strong brand story | Lifestyle photography Asymmetric grid Benefit copy | Size selector Photo gallery Prominent reviews | 1-tap Telegram CTA Simple order form | Instagram links Related products |
| Design Response |
Deep green palette + editorial typography to signal premium from first glance | Asymmetric editorial grid with photos of products in real interior settings | Redesigned product card with gallery, size options, tabs, and clear breadcrumb | Multiple contact channels: form + Telegram + WhatsApp links prominently placed | Footer with social links, newsletter invite, and related products section |
An honest audit of the original Delicate Weaves site identified five structural problems - each of which actively undermined the brand's premium positioning.
High-contrast serif with literary character. Communicates heritage, craft, and sophistication - exactly what the brand needed.
Flowing script referencing handwriting and craft. Reserved for hero moments, delivery headlines, and emotional accent words.
Neutral and highly legible. Grounds the luxury aesthetic in practical clarity - ensuring usability is never sacrificed for aesthetics.
Instead of the original site's static, equal-column structure, the redesign uses an asymmetric editorial grid - borrowed from luxury print design - that creates visual rhythm and surprise across every page.
Products shown inside white-framed photographs act as windows into refined interiors. The frames reference gallery display, elevating product perception without changing the product itself.
The product card is where purchase decisions are made. Every friction point in the original - from missing navigation to unclear sizing - was systematically resolved.
Mobile users represent over 72% of traffic to Delicate Weaves - making responsive design not optional, but the primary battleground for conversion.
The adaptation preserves the sophisticated editorial aesthetic while optimising for thumb-friendly interactions and faster loading times.
After completing the initial redesign, I created a second iteration to further refine the visual approach - exploring an alternative grid system while preserving the brand's core aesthetic identity.
A complete transformation of how Delicate Weaves shows up online - matching the quality of the products with the quality of the experience.
This project demonstrates the value of adaptability in contemporary web design - where user requirements and aesthetic preferences are constantly evolving. Both versions of Delicate Weaves effectively enhance the brand, proving that high-end design can take many forms while preserving the core essence of what makes a brand memorable.