Pinkus
Dylan
The need.
A calligrapher's website required a thoughtful redesign to elevate its aesthetic appeal and provide seamless functionality. The project focused on enhancing the design to better reflect the artistry of calligraphy while integrating a Squarespace shopping cart tailored to accommodate a specific and unique pricing structure.
The approach.
I started by chatting with the client to understand what she liked and didn’t like about her current website. We also talked about her business in more detail, especially her pricing structure, to create a better user experience that clearly communicated her offerings. I asked about her design preferences—what colors she loved or hated, and the overall vibe she wanted for the site. This helped me shape a plan to create something that matched her style and made her business easy to navigate for her customers.
The initial design had various elements but no concise brand. By leveraging the clients business card design, I was able to focus on color pallets, fonts, and the overall style shared in this style guide.
The other focus of the refactor was to develop a storefront with specific concentration on promoting 3 design packages. With many variables at play, the most concise method was to break out each package to allow for greater operability within each selection.
The results.
The result was a refreshed website that combined elements from her original site with a more polished and cohesive design. I incorporated her existing logo and enhanced the homepage by adding a bold call-to-action in the hero image to draw attention. A neutral color palette was integrated to complement her brand's elegance, and I developed a streamlined storefront that made browsing and purchasing her products simple and intuitive. The final design not only elevated the site’s aesthetics but also improved the overall user experience.
Adding a call to action in the hero section was crucial for directing users to the shop. The hero image is the first visual element that grabs attention, and pairing it with a clear, compelling prompt ensures visitors know exactly where to go next. Without this guidance, users might miss the shop entirely or have to spend extra time searching for it, potentially leading to frustration or drop-offs. By strategically placing the call to action in the hero section, I made it easy for users to start browsing the storefront immediately, creating a more intuitive and efficient shopping experience.
One of the major goals of the refactor was to implement dynamic pricing. The owner had a pricing menu they used in person, however they were looking to simplify the initial sales process by sharing a transparent price model. Among factors affecting price include premade designs vs custom designs, paper type, and guest count. Developing a user story allowed me to run several scenarios past the owner to share a user journey, and develop a robust shopping experience.
