Client: Toko (tokodesign.com) — a DTC brand by founders Nick and Marianne, named for the Japanese tokonoma alcove. They make custom-fit bamboo drawer organizers: minimal, modular, built to the buyer's exact drawer.

Live: tokodesign.com/shop

A made-to-measure product has a conversion problem baked in: every customer has to measure a drawer before they can buy, and every measurement is a chance to get it wrong, lose confidence, and leave. Toko's catalog can't be a grid of SKUs — the product doesn't exist until the buyer defines it. The shop page had to be the product: a configurator simple enough for someone who has never measured furniture, strict enough that an impossible order can't reach the workshop.

The configurator is the catalog. There is no product grid to defend — /shop lands you in the visualizer with a real price on screen from the first second. For a product that doesn't exist until it's configured, anything else is a detour.

Make wrong answers impossible instead of validating them. Rounding, minimums and module compatibility are enforced by the controls themselves — the buyer never meets an error message, and the workshop never meets an order it can't build.

Show, don't ask. Every rule the buyer needs is visible in the preview's response to their input. The one place that needed words — how to measure — sits as a three-line guide under the drawer, not a modal in the way.