Replicating the tactile intimacy of a custom framing studio in a digital storefront.
The Context
FrameArt is a UAE-based custom art framing e-commerce brand. They provide gallery-quality custom frames and art prints directly to consumers.
The Problem
Custom framing is a highly tactile, visual, and consultative experience. Users struggled to visualize custom frames on their art digitally, leading to high cart abandonment rates. They needed a way to feel confident in their purchase without visiting a physical store.
My Approach
Discovery
Analyzed the drop-off points in the existing funnel and visited physical framing stores to understand how customers make decisions in person.
Key Insights
Customers need to see the frame against a wall color, and they need to understand the scale of the frame relative to furniture.
Principles Set
1. Visual confidence. 2. Step-by-step guidance. 3. Premium aesthetic.
The Design Journey
Designed the end-to-end digital experience - from product browsing to a custom framing toolkit. We mapped out a 4-step wizard: Upload Art -> Choose Frame -> Choose Mount -> Preview in Room.
Key Design Decisions
- 1.
We removed all unnecessary navigation during the framing wizard to keep the user entirely focused on the product configuration.
- 2.
Added a 'Preview on my wall' AR-lite feature that allowed users to set a background color matching their home, significantly reducing return anxiety.
The Outcome
Streamlined customisation flow. Clear product storytelling. Increased checkout conversion by 22% and reduced return rates significantly.
What I Would Do Differently
I would have added a feature to allow users to save their frame configurations to a wishlist earlier, as many users wanted to compare options over several days.