The challenge
On-demand handcraft was reshaping how India bought craft, and Icustommadeit needed to enter a highly competitive market with a limited, exclusive catalogue and buy-later options, all in service of deeper relationships with craft-loving customers.
I owned the browse, discovery and buying experience, partnering with a project manager, a marketing head and a second designer to translate customer behaviour and motivation into shippable features.
Good, fast, and shippable
To reach market quickly, we designed and built inside the existing e-commerce store architecture, the least risky path to launch. I created frameworks and prototypes to carry the vision, align stakeholders and drive decisions.
I designed across web and mobile with platform designers and their PM partners, executing journeys, wireframes and prototypes, and presenting up to executives to earn buy-in throughout the project.
Speed to market and a real point of view are not opposites. The constraint was the store architecture; the job was to make buying custom feel personal inside it.