Crafting bespoke digital experience for a boutique interior design studio
Urban Delineation, a boutique interior design studio based in Singapore, set out to revamp its digital portfolio with the goal of optimising the user experience and driving greater user engagement.
ROLE
Design Lead
CLIENT
Urban Delineation
TIMELINE
May - Jun 2024
CHALLENGES
How can I craft a bespoke digital experience that genuinely reflects Urban Delineation’s creative vision, while showcasing its distinctive approach to interior design?
OBJECTIVES
To redesign, streamline, and optimise the portfolio browsing experience, aiming to enhance user engagement and increase customer inquiries.
APPROACH
→ Research
To kick off the project, I collaborated closely with Urban Delineation to gain a deep understanding of the business’s:
• Vision and mission
• Key pain points and challenges
• Industry competitors
• Requirements and aspirations
With these insights, I conducted a comprehensive design audit of the existing website to evaluate its user experience. Additionally, a competitor analysis was performed to gather valuable insights into the interior design industry and its various offerings.
Urban Delineation Website (Old)
Design Audit - Desktop Site
Design Audit - Mobile Site
Competitor Analysis
→ Design Concept
Urban Delineation distinguishes itself in the Singaporean market with a focus on condominium interiors and its signature theme of "Natural Luxury." The goal of the website redesign was to reflect the studio's understated yet sophisticated aesthetic. Working with the client, we aimed to create a welcoming digital environment that showcases the portfolio's distinctive qualities at a glance, while also evoking a sense of professionalism and high-quality craftsmanship.
Material Mood Board Proposed
→ Brand Colours and Typography
To convey the sense of subtle luxury and grounded elegance, I introduced three shades of bronze to complement the primary black-and-white color palette, adding warmth and an earthy, luxe feel to the overall design.
For typography, Marcellus was selected as the primary font for headers and sub-headers, offering a timeless, elegant look. Roboto was chosen as the secondary font for body text and captions, providing a modern, versatile, and easy-to-read typeface that enhances the overall user experience.
Brand Colours and Typography
OUTCOMES
At the conclusion of the six-week engagement, we successfully launched a revitalized website portfolio for Urban Delineation. The new site not only reflects the studio's professionalism but also highlights its distinctive design approach, showcasing the creative expertise behind each space that clients proudly call home.
Like what you see? Let's create something remarkable together.