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Hand crafted furniture - Modern sensibility
Atelier Elm
ROLE
UX/UI Designer
TIMELINE
1 Month
TECH
Figma
Atelier Elm is a Nashville-based woodworking studio focused on handcrafted furniture with a modern sensibility. As a personal project, I set out to design a responsive website that not only reflected the brand’s craftsmanship and aesthetic — but was also easy to navigate, mobile-friendly, and conversion-ready.
The Problem
Most small woodworking businesses rely on social media to build awareness, but when users land on their desktop websites, they often encounter non-responsive layouts, poor navigation, or uninspiring product presentations.
The frames above depict the lack of responsiveness often found in small woodworking shop’s websites. In this instance, the mobile website is balanced and approachable; conversely, the desktop version is a clunky composition of sparse and overcrowded content.
The challenge was to design a mobile-first website experience that:
Visually aligns with Atelier Elm’s handmade, minimal aesthetic
Supports both browsing and purchasing behavior
Scales gracefully across desktop, tablet, and mobile
The Goal
Create a responsive site that is:
Visually warm and elevated, matching the tactile quality of the brand
Create a modern, polished, and inviting user interface
Improve content hierarchy and reduce noise
Research & Approach
I conducted interviews with customers of local furniture makers and ran a competitive analysis of shops like Lostine, Fyrn, and Hedge House. One of the most surprising insights was that most discovery occurs through Instagram, TikTok, or Pinterest — making mobile experience the most important part of the user journey.
Most people aren’t Googling a furniture studio — they’re tapping a link in a reel or story.
This directly informed:
A mobile-first layout strategy
A simplified navigation bar for small screens
Reordered content blocks based on scroll behavior and hierarchy
Key Design Features
I created the following responsive screens
Warm hero image, intro text, featured pieces, quick shop links
Category breakdowns (Living, Dining, Bedroom, Housewares)
Custom request form for made-to-order pieces
Brand values and work-shop story
Customizable categories in a clean layout
Visual Design
I leaned into a neutral, wood-inspired palette with clean sans-serif typography, generous whitespace, and photography-forward layouts. The goal was to let the products speak while maintaining a refined, intentional grid. I prioritized:
Accessibility through sufficient contrast and universally recognized iconography
Clarity in the menu and product categorization
Brand storytelling without overwhelming the user with text
Testing & Iteration
Four users tested the mobile prototype. Their feedback led to key updates:
More concise copy throughout the product and bespoke pages
Improved contrast ratios and icon legibility
Added a dark mode color palette to reduce eye strain during evening browsing
Final Outcome & Reflection
The final design is:
Mobile-first and responsive
Visually aligned with the studio’s minimalist craftsmanship
Functional, with a custom-order flow, product filters, and streamlined checkout
This project underscored the importance of organization and constraint discipline. Next time, I’ll establish a sticker sheet early and be more intentional with Figma’s constraints system to speed up cross-device adaptation.
Most importantly, I learned how to balance inspiration with restraint — creating a digital presence that feels just as handcrafted and intentional as the products themselves.
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