Brand Development

UX/UI Design

Framer Website

Dana Rubin is an independent Bay Area illustrator. Her style can be described as joyful, whimsical, and free-form - inspired by nature and human expression. All artwork proceeds go to various nonprofits and charities.

Dana approached us about creating a website that would showcase her illustrations and allow art enthusiasts to purchase her works. Additionally she wanted to establish her brand's identity.

Six months after launching Dana’s new website, the results spoke for themselves. The seamless shopping experience, refined branding, and optimized layout turned casual visitors into loyal customers resulting in real business growth.

We began by researching common challenges online shoppers face, analyzing successful retail e-commerce websites, and mapping out the typical customer journey from site visit to checkout. Through interviews with five online shoppers and a competitive analysis of artist e-commerce sites, we identified key pain points: users preferred a shorter, smoother checkout process, expected a seamless mobile and desktop experience, and valued trust-building elements like seller information and contact details.

Using our research insights, we created an initial sitemap to establish a clear user flow and intuitive navigation. Quick sketches and low-fidelity wireframes helped us outline the structure and information hierarchy, ensuring the most important elements—artwork, purchasing options, and contact details—were front and center.

Since Dana’s brand style was still evolving, we developed a mood board to define her aesthetic. This exploration of color, typography, and overall tone guided the UI design, ensuring the website reflected her artistic personality. The whimsical and free-flowing nature of her illustrations inspired a playful color palette, while friendly, casual typography reinforced her brand’s approachable feel.

With branding in place, we translated the visual identity into high-fidelity mockups, applying the refined color scheme, typography, and layout to create a polished, professional e-commerce site. Every design choice was made to enhance user experience, build trust, and make purchasing Dana’s artwork as effortless as possible.

A visually engaging, easy-to-navigate online store that not only showcases Dana’s work beautifully but also provides a seamless and enjoyable shopping experience—setting her up for long-term growth and success.