UX Design and a Modernised E-commerce Experience

Since 1975, Idaho Woods has been crafting exceptional wooden lighting fixtures. However, by 2021, after the founding family sold the company, the website had become outdated, lacked e-commerce capabilities, and no longer reflected the brand’s legacy. The new ownership sought to modernise the digital experience, introduce product categorisation, and add e-commerce to support online sales.

‍Karpi Studio hired me as a freelance UX designer. I was responsible for overhauling the website’s information architecture and adding e-commerce functionality to support Idaho Woods' transition to online sales.

The project began with an initial meeting involving the client, project manager, and myself. I gathered a clear understanding of the company’s heritage, the challenges they were facing, and their key business goals.

‍I conducted a competitor analysis of 10 e-commerce websites, splitting them into two groups: five companies offering bespoke lighting and five selling other products. This provided valuable insights into design patterns for e-commerce websites.

‍Based on the research, I developed a product taxonomy and draft sitemap. This was presented to the client, and following feedback, I revised the structure to ensure it aligned with their vision and business objectives.

Once the sitemap and taxonomy were approved, I created wireframes in Figma and developed interactive prototypes to visualise the user flow and e-commerce functionality. I presented these prototypes to the client, incorporated their feedback, and refined the designs before handing them over to the UI designer.

‍By reorganising the information architecture and integrating e-commerce capabilities, Idaho Woods’ website now reflects both its legacy and a modernised digital experience, supporting online sales and delivering an improved user experience.