Interview about Made Home Web Design, winner of the A' Website and Web Design Awards 2025
Made Home reimagines the online marketplace by blending e-commerce with storytelling to showcase NYC's homemade food artisans. The design emphasizes clarity and engagement, featuring intuitive navigation, dynamic visuals, and a curated layout that highlights each maker's craft. Prioritizing accessibility and user experience fosters a deeper connection between artisans and consumers. By transforming digital commerce into a community driven experience, Made Home elevates locally made products and the stories behind them.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe idea for Made Home was sparked during the COVID-19 pandemic, when I witnessed many small businesses closing their doors. One particular story stood out: a former bakery owner in Brooklyn who began selling her homemade bread from her home. I was moved by her resilience and creativity, and it made me wonder how more people could discover and support makers like her.While farmers markets and local artisan pop-ups thrive offline, I noticed a lack of digital platforms tailored for these kinds of small-scale food producers. I was inspired by the connection these vendors create in person – through handmade products and personal stories – and wanted to translate that warmth into a digital experience.As I researched, I found that most e-commerce platforms focus heavily on transactions and often overlook the emotional value of buying locally made products. That’s when the idea of combining commerce with storytelling became central. I wanted to create a space where users could not only shop, but also understand the people and processes behind each product. The design focused on using layout, photography, and typography to elevate each artisan’s voice, while maintaining a smooth and intuitive shopping experience.
User behavior research played a key role in shaping the visual hierarchy and navigation of Made Home. I studied how people browse and interact with online marketplaces, especially those looking for local or handmade goods. Many users want quick access to product information but also appreciate storytelling when it is presented in a non-intrusive and visually appealing way.This insight led me to design a layout that allows for seamless scanning while embedding moments of narrative. I prioritized clear navigation with consistent placement of menus, filters, and product categories to reduce friction and create familiarity. I also looked into how users make purchase decisions and noticed that emotional cues such as photos of makers or short backstories greatly influenced engagement. So I structured the interface to let those elements stand out without disrupting the overall shopping flow.
The inspiration to center each artisan’s story came from witnessing how deeply people connect with the individuals behind the products. During the early stages of the pandemic, I saw many small business owners lose their storefronts, yet some found new ways to keep going from their own homes. One story that resonated with me was a former bakery owner in Brooklyn who started selling bread from her kitchen. Her story was powerful, and I realized that people are often drawn not just to what is made but to who made it and why.This shaped my design process from the beginning. I focused on building a structure where storytelling would feel natural and integrated into the browsing experience. Each product page includes space for a short narrative, photos of the maker, and design elements that support personal connection. I approached the interface not just as a catalog, but as a storytelling tool that builds trust and community through visual and emotional cues.
Balancing strong storytelling with functional usability was one of the key design challenges for Made Home. I wanted to create a visually rich experience that reflected each maker’s personality and brand while ensuring that users could browse and shop with ease. To achieve this, I focused on consistency in layout, clear typography, and structured content hierarchy.Storytelling elements such as maker profiles, photos, and product backstories were carefully integrated into the shopping flow without interrupting usability. Accessibility was addressed through readable type sizes, responsive design, and intuitive navigation. Every design decision aimed to maintain clarity while allowing room for emotion and narrative. The result is a platform that feels both personal and efficient, where storytelling supports rather than distracts from the user journey.
To balance product visibility with maker storytelling, I approached both as equally important components of the user experience. Rather than treating storytelling as secondary, I designed the layout so that product information and maker narratives could appear side by side or in a rhythm that felt cohesive. Each product page was structured to flow from visuals and essential details into a concise, engaging backstory.I also paid attention to pacing. For example, a user might encounter a brief story snippet while browsing, then choose to learn more through dedicated maker profiles. This layered approach allowed users to engage at their own pace, without overwhelming them with text or distracting from the product itself. The key was giving each element enough space and clarity so that together they formed a more complete and human-centered shopping experience.
To bring the warmth of traditional artisan markets into a digital environment, I focused on designing with emotional cues that mimic in-person experiences. Visual storytelling played a central role. I used warm color palettes, soft textures, and candid photography to reflect the intimacy and human touch found in local markets. Maker profiles included personal photos and stories that offered visitors a glimpse into each artisan’s background and passion.The structure of the platform also borrowed from the feel of browsing a physical market. Instead of overwhelming users with a dense catalog, I created curated sections that guided exploration and encouraged discovery. Small design choices like handwritten-style elements or ingredient close-ups helped create a sense of familiarity. The goal was to create an inviting space that felt personal, human, and community-driven even through a screen.
During the research phase, one surprising insight was how much emotional connection influenced purchasing decisions in local marketplaces. Interviews revealed that users were not only interested in the products themselves but deeply valued the stories and personal backgrounds of the makers. This insight shifted the focus from a purely transactional interface to one that integrates storytelling as a core feature.Additionally, analysis of existing marketplace models showed a tendency to overwhelm users with extensive product lists and complex filters. Many users expressed frustration with this and preferred a more guided and curated browsing experience. This led me to prioritize simplicity and curation in the design, ensuring that users can easily discover products without feeling lost.These findings shaped both the layout and content strategy, creating a balanced platform that highlights both the artisans and their products in an engaging way.
The goal was to replicate the comfortable and familiar feeling of browsing a neighborhood shop within a digital platform. I focused on creating a user journey that flows naturally from exploration to purchase without abrupt transitions. To achieve this, the design features clear visual cues and logical progression points that guide users step-by-step.The homepage and category pages act like storefront windows, showcasing curated selections that invite users to explore. Product pages offer concise information paired with stories about the makers, creating a personal connection that encourages purchasing. Navigation is streamlined to reduce friction, with consistent menus and easy access to shopping cart and checkout.Throughout the process, I emphasized simplicity and clarity to avoid overwhelming users. By layering information gradually and providing familiar cues, the platform offers an intuitive and inviting path that mirrors real-life shopping experiences in local communities.
The visual branding choices in Made Home were guided by the goal to create a warm, approachable, and authentic atmosphere that reflects the spirit of local artisans. Typography was selected for its readability and subtle personality, using clean and modern fonts that still feel friendly.Given the extensive use of photography throughout the design, the color scheme was chosen to complement and not compete with the images. A neutral gray was used as the primary background color to provide a calm and unobtrusive canvas. Blue was selected as the accent color to highlight interactive elements and calls to action, offering a clear contrast that guides users’ attention without overwhelming the visual content.Interactive elements were designed to be simple and intuitive, avoiding complexity that might disrupt the user experience. Hover effects, button animations, and transitions are subtle yet purposeful, helping users navigate smoothly while reinforcing the brand’s personality. Overall, these design decisions work together to create a cohesive and engaging environment where both the products and the stories behind them are equally emphasized.
Made Home’s approach demonstrates the potential for digital marketplaces to move beyond simple transactions and foster genuine connections between artisans and consumers. By integrating storytelling into the shopping experience, it sets a precedent for platforms that prioritize human-centered design and community engagement.I envision future marketplaces adopting similar strategies to highlight the cultural and personal significance of handmade products. This approach can encourage greater consumer awareness and appreciation, ultimately supporting sustainable local economies. As technology advances, combining seamless e-commerce with rich narrative content will become a key factor in differentiating marketplaces and creating meaningful user experiences.
Dive into a world of design excellence with our curated highlights. Each feature showcases outstanding creativity, innovation, and impact from the design world. Discover inspiration and learn more about these incredible achievements.
