decor marketplace

minimal / editorial ui for a high end design marketplace

casapark is a high end design/decor shopping mall in brazil’s capital city, brasília.

in 2020 i was designing all their graphics, and after a few experiments with sale pop-up online stores, they decided to launch a digital marketplace, for which i did all benchmark research and ui design.

what

ui design

what

ui design

when

2020–2021

when

2020–2021

team

giungla: digital strategy and code

team

giungla: digital strategy and code

editorial visual language with product / content balance

the goal of the website was not only to sell, but to inform and inspire, establishing casapark as a relevant voice in interior design.

this was translated as a somewhat editorial look, also in line with the minimalist and sophisticated language of the brand.

the homepage was crafted with a lot of care: the vertical scroll axis presents users with a sequence of content blocks that alternate product and content emphasis, while each block can usually be explored horizontally in a carrousel.

three-breakpoint responsive grid system

to ensure layout flexibility and consistency throughout different types of contents and device sizes, all screens adhered to a strict grid system, which has small subdivisions to allow multiple uses.

this was achieved whit a basic 4 column grid which can be further divided into 16 sub-columns on mobile and 24 on tablet and desktop.

progressive disclosure menus for different user mental models

we studied dozens of competitors, international benchmarks in decor and e-commerce in general to try to design the best possible experience for searching, sorting, filtering, and selecting products and variations.

one challenge was to give users access to different navigation mental models while reducing visual complexity and information load.

we created a four-tabbed menu, one for each prevailing user goal – search by room, by mega-category (furniture and objects) or by brand.

you can check the mobile menu concept and more in this ptototype, while the tablet and desktop versions are in this one (click the logo to change screen size).

search, filter, product…

category pages have a visual carrousel for sub-categories, and on the mobile version, sort and filter were combined in a single refining panel (thanks for that, @mralancooper).

the product page features a large photo gallery, specs and variation choices.

… and much, much more.

we also designed all the passwordless checkout experience (built on top of vtex technology), as well as sellers, account, cart, saved products, news, articles, events and institutional pages.

each was responsive and with the three size variations, adding up to almost 400 screens, which would have been much harder if we hadn’t built all the design on top of a system of design tokens and components.

i stopped working for casapark and the website and marketplace have gone through changes since, but it’s still not far from what we originally designed, check it out.