All work
E-commerce
2024
Kinfolk Market
A mobile marketplace for small-batch makers that sells the story first, then the product.
Client
Kinfolk
Role
Design Lead
Timeline
4 months
Services
Brand, UX, UI, Prototyping
+44%
checkout conversion
2.1×
repeat purchases
18s
average time to cart
01
The problem
02
Research
I interviewed fifteen makers and twenty buyers and ran a card sort on how people describe what they want.
Buyers searched by feeling (“something for a slow Sunday”) more than by category.
Makers wanted control over how their work was photographed.
Shipping times were the top reason for abandoned carts.
03
Process
We designed the product page as a short story: maker, material, making, then price. A small editorial team writes weekly “shelves” around moods instead of categories.
I built a modular photo kit so makers could shoot consistent images on their phones.
04
The solution
The home feed is a set of curated shelves. Each product leads with the maker’s hands and a two-line story, with honest shipping estimates up front.
A faster checkout
Checkout collapsed from five screens to two, with Apple Pay and saved addresses by default.
05
Outcomes
Conversion rose 44% in eight weeks and repeat purchases doubled. Makers now upload twice as many products, because they like how their work looks.
Returns also fell by a fifth, mostly thanks to better photos and honest descriptions.
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