BCF is a custom woodworking brand focused on small-batch, handcrafted products. I designed a mobile-first ecommerce experience that highlights craftsmanship while making it easy for customers to browse products, place orders, or request custom work across devices.
Problem.
BCF needed an ecommerce experience that clearly communicated the quality and craftsmanship of its products while supporting two distinct user needs: purchasing standard items and requesting custom work. The existing structure did not clearly guide users toward the appropriate path, particularly on mobile, where most browsing was expected to occur.
Goals.
Design a mobile-first ecommerce experience that prioritises clarity and ease of use
Highlight craftsmanship and material quality through visual hierarchy
Make it simple for users to browse standard products and initiate custom commissions across devices
Constraints.
Limited brand assets and photography required reliance on simple layouts and strong typography
The experience needed to work within the constraints of a templated ecommerce platform
Products included both fixed-price items and custom work, requiring clear differentiation in the UI
Desktop Experience.
The desktop experience supports browsing larger product collections and learning more about the brand’s craftsmanship and custom offerings. Wider layouts allow product imagery to breathe, and the structure scales cleanly from mobile without introducing new patterns or complexity.
Solutions.
Mobile-First Product Discovery.
The experience was designed mobile-first, reflecting how most users were expected to discover the brand. Navigation, product listings, and calls to action were simplified to reduce friction and keep focus on browsing and purchasing without unnecessary decision points.
Clear Separation Between Products and Custom Work.
To avoid confusion between fixed-price products and custom commissions, the experience clearly distinguishes standard items from custom offerings. Users can quickly understand whether they can purchase immediately or need to initiate a custom request, without interrupting their browsing flow.
Visual Emphasis on Craftsmanship.
Because craftsmanship and material quality are central to the brand, the layout prioritises product imagery and restrained typography. Minimal interface elements keep attention on the work itself, supporting the perception of quality without overwhelming the user.
Scalable Layout for Desktop.
While mobile drove the initial design decisions, the layout was built to scale naturally to desktop and tablet. Larger screens emphasise product detail and brand storytelling without introducing new patterns or added complexity.
Final Design.
The final design delivers a clear, mobile-first ecommerce experience that highlights BCF’s craftsmanship while supporting both direct product purchases and custom inquiries. Users can quickly browse mallets and cutting boards, understand material differences, and move through checkout or custom requests without unnecessary friction.
Reflections.
If this project were taken further, I would focus on validating key assumptions through user testing, particularly around product discovery and the custom request flow. Observing how users navigate between standard products and custom offerings would help refine labelling, calls to action, and content hierarchy. I would also explore ways to better surface material details and craftsmanship through richer product storytelling, especially on larger screens.