Là Lá — wooden-handicraft e-commerce
Là Lá sells handcrafted wooden goods. The work began with research & strategy — brand naming and positioning, a natural-materials moodboard, and a full sitemap — then ran through a 40+ template information architecture to 80+ high-fidelity screens for the storefront. It contributed to a $100K+ seed round.
- Role
- UX Research · UI
- Timeline
- 2022
- Team
- Early-stage craft brand
- Scope
- UX research + 40+ template IA + 80+ screens
A craft brand needed an online store that conveyed warmth and craftsmanship while handling a broad catalog — which meant getting the information architecture right before any visual design.
I led the research & strategy — brand naming, positioning and a natural-materials moodboard — then a sitemap and a 40+ template information architecture to structure a large craft catalog cleanly.
- Explored brand naming & positioning and built a natural-materials moodboard to set the visual direction.
- Mapped a full sitemap, then a 40+ template information architecture covering the storefront and catalog.
80+ high-fidelity screens — a warm, material-forward storefront that lets the products breathe.
- Generous imagery and a warm tone that sells handmade.
- 01
Research & strategy
Studied the users and catalog, explored brand naming & positioning, and set direction with a materials moodboard.
- 02
Architect
Built a 40+ template IA to keep a large catalog navigable.
- 03
Design
Designed 80+ screens for a warm, product-forward storefront.
Architecture before aesthetics
A deep IA kept a large, varied catalog navigable — the structure had to be right first.
Let the craft lead
Generous imagery and a warm tone so handmade products feel as special online as they do in hand.
- ✦40+ templates and 80+ high-fidelity screens
- ✦Contributed to a $100K+ seed raise
For a craft brand, structure and warmth aren't opposites — a strong information architecture is exactly what lets the products feel effortless to browse.