USER JOURNEY - JULIA NORÉN STUDIO

Julia Norén Studio – WEBSITE REDESIGN

Creating a digital home that reflects craftsmanship, timeless design, and strength.

Details:
Solo Project
1 Week — 2025
Tools: Figma, Photoshop, Blender
Role: UX/UI Design, Art Direction, Copywriting, Photography

A refined digital experience for a refined craft.

ABOUT

A redefined digital experience for a refined craft.

WEBSITE REDESIGN - CONTEXT

Julia Norén Studio is a Swedish brand built around slow design, craftsmanship, and timeless leather pieces — designed and handmade by me, Julia Norén.

My physical products and brand identity were strong, but my website didn’t reflect that same emotion, depth, and quality.

This redesign project aimed to translate the tactile and emotional experience of my handmade bags into a digital space that feels just as intentional and intimate.

“If my bags are made to last, my website should feel the same — timeless, crafted, and alive.”

GOALS AND CHALLANGES

99,5% > 96%

Exploring Website

0,5% > 4%

Conversion

Goals:

To design a website that communicates the soul of the brand — combining elegance, edge, and transparency
Elevate the digital brand experience

Challenges:

Balancing minimalism with warmth and authenticity
Creating a visual flow that highlights craftsmanship and storytelling
Guiding visitors from inspiration to purchase without losing the brand’s poetic tone

Keywords:
Elegance – Honesty – Timelessness – Craftsmanship

RESEARCH AND INSIGHTS

97%

New visitors

Returning visitors

Methods:

Competitor analysis of high-end artisan brands
Interviews with existing customers
Audit of the current site’s usability and tone

Key Insights:

Users felt the old site didn’t communicate the handmade aspect clearly enough.
Visitors wanted to see the process and story behind each bag.
Minimal aesthetics are appreciated, but emotion and warmth make users stay longer.

Discover → Explore products → Learn about craftsmanship → Trust → Purchase

IDEATION / SKETCHING

Early sketches explored new ways of merging storytelling and e-commerce.

I experimented with visual hierarchy, hero sections, and image-driven navigation.

The goal was to make the user feel the same calm confidence they experience when holding one of my bags.

Visual ideas included:

Large, slow hero visuals with strong contrast
Editorial-style layout inspired by fashion magazines
A dedicated “Process” page showing respect for animals, nature, and material

CONCEPT DEVELOPMENT

From sketches to digital wireframes, I refined three key areas:

Home page: A cinematic first impression — minimal text, strong visuals.

Product page: Focused on tactile photography, material details, and honest storytelling.

About section: Built to express transparency and ethics behind the brand.

Each section was carefully structured to guide the user emotionally before they make a purchase.

The website should not just sell bags — it should share a mindset.

DESIGN SOLUTION / FEATURES

Where Craftsmanship Meets the Digital Space

FEATURES

Main Features:

Dark mode aesthetic: Black background with soft whites — timeless and modern.
3D hero animation: A white silhouette of a rotating bag, symbolizing design and depth.
Editorial typography: Playfair Display & Inter for a clean, confident tone.
Craftsmanship focus: Dedicated storytelling page with film, text, and process imagery.
Smooth navigation: Minimal menu, calm transitions, focus on imagery.

Highlight:

The hero header visually represents strength and mystery — the heart of the Julia Norén Studio identity.

NOTE:

Bilder/Visuals:

Stora mockups / high-fidelity skärmbilder av slutdesignen.
Annoterade screenshots som visar key features: navigation, typography, product focus.
Eventuellt 3D-animationer av header (silhuett roterande väska) som stillbilder.