[Case 02] Ash & Willow Digital Experience
38% Lift in Quote Requests + 2x Engagement on Product Pages
Designing a Digital Experience for Custom Cabinetry
Building a Unified UX + Visual System for a Luxury Interiors Brand
[Project Overview]
As Lead Designer, I built the digital identity and website for Ash & Willow, a high-end cabinetry brand blending craftsmanship with modern UX principles.
I led the end-to-end design process, including site architecture, UI system, and visual direction, to translate tactile craftsmanship into an elegant digital experience.The goal was to streamline product discovery, elevate brand storytelling, and simplify quote requests for designers and homeowners.
A comprehensive document that outlines every aspect of the engagement, ensuring transparency and alignment before we begin
[Industry]
Luxury Interiors + E-commerce
[My Role]
Lead UX + Visual Designer
[Platforms]
Desktop + Mobile
[Timeline]
January 2024
[Persona]
Samantha Lee
Interior Designer
I want to explore cabinetry options easily + feel confident the craftsmanship I see online reflects what I’ll receive.
Age: 34
Boston, MA
Tech Proficiency: High
Gender: Female
[Goal]
Browse cabinetry lines and finishes with visual clarity.
Understand craftsmanship + material quality through imagery and copy.
Request design quotes quickly + confidently on any device.
[Frustrations]
Inconsistent navigation + confusing product categorization.
Lack of high-resolution finish previews.
Quote-request forms that feel generic + disconnected from the brand.
[Primary Logo]
[Primary Logo]
[Word Mark]
[Emblem Mark]
[Monogram Mark]
[App Icon]
[Visual Identity System + Real-World Application]
[Information Architecture + Navigation Model]
[Visual Language]
[Component Library + Interaction Patterns]
[Structure + Flow Mapping]
[High-Fidelity Prototype + Interaction Design]
[Responsive Experience + Launch Screens]
[Design → Quote Flow]
[What the Proposal Includes
[Responsive Experience + Launch Screens]
[Responsive Experience + Launch Screens]
