Golden State Quilting
I redesigned the website for a local quilting store to improve information architecture, accessibility and engagement. My final prototype emphasizes clearly representing fabric attributes to ease user anxiety about buying fabric online, and facilitates an inviting atmosphere for beginner sewists.
Overview
Three Weeks
Lead Designer - Research, Synthesis, Information Architecture, Wireframing, Visual Design
Figma, Figjam
overview
Golden State Quilting, a local sewing and quilting shop, sought a website redesign to improve its digital presence and better serve its diverse customer base. The objective of this project was to research, design, and prototype a responsive, intuitive, and inclusive e-commerce platform that accurately represents fabric products and is accessible to users of all experience levels. Through competitive analysis, user research, and iterative prototyping, I led the development of a digital solution that prioritizes usability, emotional connection, and product transparency.
Original website screenshots
research and synthesis
To begin, I conducted a competitive analysis of major players in the sewing and fabric retail space, particularly large retailers popular among hobbyist sewists. I identified key features that enhance the user experience, including:
Filtered product searches
Seasonal collections
Customer product reviews
Informative and interactive visuals
Simultaneously, a comparative analysis helped establish visual design best practices, emphasizing the need for clean aesthetics, non-overwhelming color palettes, and high-quality product imagery and video.
Feature Inventory compared to Michaels and Joann Fabrics
To gain direct user insight, I conducted five semi-structured interviews with individuals spanning beginner to intermediate sewing experience. The findings were critical to shaping product direction:
Many users learned to sew from family members, giving their practice emotional significance.
Visual and tactile accuracy of online product representation was a high priority.
Small retailers were often perceived as less accessible and beginner-friendly.
Users were often project-driven, seeking materials with a specific end-use in mind rather than browsing without intent.
These findings shaped the creation of Martha, a primary user persona.
Persona of Martha, age 35
Based on my research findings, I developed the following problem statement: Martha has some sewing experience, is looking to sew a quilt for the first time and needs to find and purchase fabric, and she’s not sure where to begin.
ideation and design direction
I mapped out an improved information architecture to support clear navigation and help users, particularly beginners, feel more confident when using the site. Key design priorities included:
A prominent homepage section for beginner resources
A unified tab for fabric and notions with intuitive subcategories based on results from card sorting
A visually streamlined layout for browsing and comparison
Proposed Site Map
ideation and design direction
I then developed a task flow centered around a project-driven user intent: find a floral cotton fabric, compare it with another option, and complete a purchase. Each phase was sketched and wireframed with accessibility, clarity, and product realism in mind.
I was inspired by platforms like Seamwork, which successfully blends education and e-commerce. I implemented solutions that extended beyond aesthetics and directly addressed user needs.
Proposed Site Map
I then began sketching website layouts in Martha in mind. The goal was to create a website layout that would foster a sense of comfort and inclusivity, ensuring that Martha could easily navigate the site, locate the materials she needed, and feel welcomed as a valued member of the store’s community.
Sketches
Prototyping and development
In the high-fidelity prototype, I integrated features and visual elements specifically tailored to reduce barriers for novice users while providing sufficient detail for more advanced sewists:
Homepage: A welcoming banner featuring the shop interior addressed user interest in understanding the store layout and ambiance. A carousel showcased community creations to foster approachability and connection.
PLP (Product Listing Page): Included large, high-resolution images and robust filtering options (e.g., by material, color, brand, and pattern type), along with sorting by price or recentness.
PDP (Product Detail Page): Highlighted the texture, stretch, and thickness of the fabric, supported by a scrolling image gallery and a video demonstrating fabric drape and motion. I added pattern suggestions and a user-generated review carousel for added guidance and relatability.
Comparison Feature: Allowed users to evaluate multiple fabrics side by side with detailed descriptions and visuals.
Checkout Flow: Streamlined with integrated payment options (Google Pay, Apple Pay) and a confirmation page, reinforcing ease of use.
Every design element was crafted to foster trust, reduce intimidation, and make online fabric shopping feel natural and enjoyable for new users like Martha.
Low-Fi Wireframes
testing and iterating
To validate the design, I conducted a usability test with a structured task flow. Users (n=3) were asked to:
Filter fabric by “Cotton” and “Floral”
View and compare products
Add multiple units to their cart
Complete the checkout process
Outcomes:
100% task success rate across participants
Users described the platform as “clean,” “straightforward,” and “visually calming”
Notable increases in user confidence and willingness to shop at a local business online
Opportunities for refinement included:
Improving homepage re-navigation from deep pages
Increasing visual contrast for accessibility
Adding a dropdown for item quantity selection
Ensuring dropdown menus auto-close for better usability
Hi-Fi Wireframes
Key achievements
Conducted thorough research including competitive and comparative analysis, card sorts, and five in-depth user interviews to inform design decisions.
Developed a comprehensive prototype featuring intuitive navigation, accessible product information, and beginner-friendly design elements based on user needs.
Successfully tested the prototype with 100% of participants completing the intended task flow, validating the design's usability and effectiveness.
takeaways
Beginner sewists prioritize accurate fabric representation and emotional connection to their craft, underscoring the need for transparency and relatability in design.
Aesthetic clarity, accessible navigation, and contextual content like videos and user-submitted projects are key to reducing the intimidation factor of specialty shops.
Even small usability details—like dropdown behavior or homepage navigation—can significantly impact user experience and should be addressed iteratively.
