APT2B
E-commerce
Website
Redesign
APT2B sells modern furniture made to order. The shopping experience wasn't telling that story. I redesigned the full e-commerce site — homepage, PLP, PDP, swatch journey, and tech landers — building a visual system where customization feels effortless, editorial inspiration and conversion live side by side, and the brand finally matches the product.
E-commerce
design systems
shopping flow clarity
conversion UX
THE CHALLENGE
The brand had personality. The site didn't show it.
APT2B's made-to-order model is genuinely different — custom fabrics, swatches you can order, furniture built for your space. But the site was treating it like any other furniture retailer. Generic layouts, unclear customization paths, and a shopping flow that buried the brand's best features. Navigation was cluttered, mobile was an afterthought, and the swatch experience — APT2B's biggest differentiator — was easy to miss entirely.
The redesign had one job: make the site feel as considered as the furniture it sells.
BEFORE
AFTER
THE SWATCH EXPERIENCE
Built from nothing. Became the best reason to shop here.
APT2B's made-to-order model lives or dies on one question: Will this fabric actually look good in my home? The swatch experience was the answer — and it didn't exist yet.
I designed the full end-to-end journey: a browsable gallery, a bundle builder for up to 10 fabrics, and a three-step ordering flow. Then, Swatch School turned the feature into an education, so customers knew exactly what to do when the swatches arrived.
SHOP THE ROOM
From inspiration to cart, without losing the thread.
The masonry lifestyle grid and Featured Collections component solve the same problem from different angles: a customer falls in love with a room, then can't figure out how to buy any of it. The masonry grid reveals the product name and PDP link on hover. Featured Collections shows the full room and its individual pieces side by side. Both bridge the gap between "I want that feeling" and "I know what to order."
↗ Hover the visual to see the interaction
product card — promotions, variations, pricing hierarchy, urgency signals
promotional banner — bold, editorial, full-bleed, brand expression
THE SYSTEM
Utility and personality. Same design language.
The product card converts. The promotional banner seduces. Two different jobs, one design language — built to swap in seasonally without ever needing a redesign.
THE WORK
Good e-commerce design doesn't feel like shopping. It feels like deciding.
Design tradeoff
The swatch experience only works if people use it. The bet was that making the feature beautiful and the ordering flow frictionless would drive adoption without instruction. We couldn't prove it with data before launch. The product itself was the argument.
