When I joined the Suft project as a product designer, I quickly realized this wasn’t your typical e-commerce redesign. Suft wasn’t just selling beanbags—they were offering a lifestyle of indulgent comfort and understated luxury.

The challenge was clear: how do you translate the feeling of sinking into a premium, handcrafted beanbag into a digital experience?

Their old website was functional but didn’t feel like the brand. It lacked the tactile richness, the softness, the elegance that Suft products embodied. It was my job to bridge that gap—to turn the digital into something sensory and immersive.

As the sole UI/UX designer, I was responsible for shaping every piece of the user experience. From the way users discovered products to the emotions evoked during checkout, I aimed to make the site feel like walking into a high-end design showroom.

Here’s how I approached it:

Brand Translation into UI I started by diving deep into Suft’s branding assets. Rich materials, gold finishes, organic shapes—I absorbed it all and translated it into UI elements that felt refined yet relaxed. I carefully selected typography, built custom icons, and created a soft color palette inspired by their physical product line.

Moodboarding & Visual Direction I built moodboards that set the tone for a luxury-meets-minimalism aesthetic. Every design decision was tied to Suft’s vision: indulgent comfort. From transitions to hover states, everything had to feel slow, smooth, and intentional—mimicking the feeling of unboxing a Suft product.

UX That Sells a Feeling This wasn’t just about optimizing a sales funnel. I restructured the homepage, product pages, and shopping flow to evoke emotion. I focused on creating a narrative through UX—each scroll guiding the user through a journey, much like being led through a curated space.

Mobile-First Craftsmanship I ensured the experience was just as beautiful and intuitive on mobile. Luxury shoppers browse and buy on the go, so the mobile layout was designed to feel airy, thumb-friendly, and elegant—never cluttered.

Collaboration with Developers Weekly syncs with developers were crucial. I provided detailed annotations and interactive prototypes that explained not just how things moved, but why. The slow fades, the elastic scrolls—they weren’t random animations. They were intentional choices to reinforce the luxury identity.

After rounds of iteration and refinement, we launched a website that doesn’t just showcase products—it sells a feeling. The final design brought the Suft brand to life digitally, offering users a tactile, immersive shopping experience.

Immersive Product Detail Pages: Zoom-in features, rich textures, and lifestyle photography worked together to create a “touch-from-screen” feel.

Custom Components: From a morphing loading spinner to refined hover states, every detail was intentional.

Luxury-Focused Design System: A reusable, scalable system was created to support future growth without compromising on brand feel.

Suft’s new website became a digital extension of its physical brand—one that customers not only shop on but spend time exploring. The feedback from stakeholders and customers alike has been overwhelmingly positive.

Conversion rates improved, thanks to a smoother, more emotionally driven user journey.

Customer engagement increased, with users spending more time on the site and interacting with content more deeply.

The Suft team finally felt represented online, with a site that matched the quality and elegance of their products.

Design is more than just pixels—it’s the feeling users take away when they interact with your product. For Suft, we didn’t just sell beanbags; we sold the experience of comfort, luxury, and intention.

If you’re looking for a designer who understands how to translate your brand’s essence into a powerful digital experience, I’d love to bring that same care and creativity to your next project.