Elevating a D2C Furniture Brand Through Strategy-Led Design
Client
Thuma
year
2024
role
UX Design, Web Design, Brand Strategy
Project Description
As a key contributor on Thuma’s brand and creative team, I helped evolve the brand into a premium design-forward company. I led end-to-end web design for product launches, refined the digital shopping experience for clarity and conversion, and collaborated closely on brand photography, video direction, and in-studio product reviews. My work bridged strategy, UX, and brand storytelling to help Thuma scale as a leader in the modern furniture space.
01. Context + Background
Thuma was entering a key growth phase, expanding product categories and launching new creative campaigns. As the team scaled, they needed to ensure their digital experience kept pace both in performance and brand perception.
The challenge was to evolve the site to support conversion and scale, while maintaining the premium, minimalist feel that had defined the brand.
01. Context + Background
Thuma was entering a key growth phase, expanding product categories and launching new creative campaigns. As the team scaled, they needed to ensure their digital experience kept pace both in performance and brand perception.
The challenge was to evolve the site to support conversion and scale, while maintaining the premium, minimalist feel that had defined the brand.
02. My Role
I worked across Thuma’s brand, creative, and product teams as a hybrid UX and visual designer. My role spanned strategy, execution, and creative collaboration:
Owned key web design decisions across PDPs, homepage, and navigation
Collaborated on art direction for photo and video shoots
Reviewed physical product in-studio to align UX with material quality
Contributed to internal design systems and conversion-focused enhancements
04. Approach / Solution
I led design improvements across the site, focusing on clarity, hierarchy, and seamless storytelling. By combining UX best practices with elevated visual design, I helped create a more intuitive shopping experience. I worked closely with the team on creative production to ensure brand imagery, messaging, and product detail all aligned, from studio to screen.
Key decisions were made through the lens of scalability, flexibility, and brand integrity.
05. Results / Impact
Increased CVR across optimized PDPs and landing pages
Created systems to support rapid product launches and category expansion
Strengthened consistency across digital, brand, and product touchpoints
Helped reinforce Thuma’s position as a premium, design-first brand
