Furniture Company (Pawood)- Web Application Design
Paschal Uzoh
Overview
Pawood is a premium handcrafted furniture brand focused on sustainable materials and timeless craftsmanship. The goal of this project was to design a warm, trustworthy, and conversion-friendly web application that reflects Pawood’s values — and turns curious visitors into confident customers.
My Role
I led the UI/UX design of this project — from wireframing and visual design to layout structure and content strategy. I worked closely with brand goals to ensure the look and feel communicated comfort, quality, and modern craftsmanship.
Objective
Communicate Pawood’s artisan values clearly and quickly.
Make it easy for users to browse product categories.
Encourage purchases and newsletter sign-ups.
Improve trust through storytelling and education.
Challenges faced
Balancing Aesthetics with Conversion Goals: Needed to design something visually rich while ensuring CTAs remained clear and persuasive
Telling a Brand Story Without Overload: Had to distill core values into scannable, emotionally resonant content
Visual Hierarchy for Diverse Visitors: Addressed multiple user intents — from curious browsers to ready-to-buy customers
Curating the Product Display: Avoided overwhelming users while still showcasing variety and quality
Maintaining Brand Feel on Mobile: Ensured warmth, tone, and structure remained strong on smaller screens
User Research Summary
To align Pawood’s design with real user needs, I conducted online surveys and user interviews. The goal was to understand furniture preferences, decision-making behaviors, and online shopping habits.
We assumed users value sustainability, prefer a modern-rustic style, and shop primarily online. Insights from this research shaped the layout, tone, and content strategy ensuring a user-centered and conversion-friendly experience.
A User Research Board outlining key goals, assumptions, methods, and a discussion guide to inform Pawood’s UX strategy.
What I Designed
A clean, responsive layout centered around storytelling and usability
A “Why Pawood?” section with quick-read value cards to build immediate trust
A modular product highlight grid with pricing, images, and promotional callouts
A warm and inviting About section that humanizes the brand
A fully functional newsletter signup integrated with a discount offer
A structured, SEO-friendly blog section to boost engagement and visibility
Results & Impact
+37.5% increase in conversion rate within the first 3 weeks
Higher time-on-page and engagement, especially on mobile
Strengthened brand credibility through a unified, high-quality visual system
Increased click-through to product categories and blog posts
Provided a scalable design system and layout that supports future growth
High Fidelity Mock-ups
Landing Page & Shop Page
Check Out Page + Contact Us Page
Landing Page Mobile View
Landing Page Mobile Screeen
Figma Screen
Remarks
"We were nervous about finding the right designer — especially someone who could truly understand our brand and turn it into something beautiful and functional. But working with Paschal was the best decision we made for Pawood’s digital launch.
He didn’t just design a pretty website — he asked the right questions, listened carefully, and helped us shape our story in a way that feels real and inviting. The layout is clean, the mobile experience is spot on, and most importantly — it works.
We saw an instant bump in customer engagement, and people actually stay on the page now. If you’re on the fence about investing in design, take the leap. We’re so glad we did."
— Pawood Team
Like this project
Posted May 27, 2025
Designed Pawood’s landing page and key web screens to reflect brand values, drive conversions, and deliver a seamless, story-driven UX.
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Timeline
May 22, 2025 - May 26, 2025
