Meet the Artisan – Someone Somewhere
Role
Product designer
Overview
The website lacked a clear user journey, which led to a high dropout rate on the main page. As a result, artisan profiles remained largely unexplored and received very few messages or interactions from visitors.
Output
Detailed user journeys and user stories built around storytelling.
High-fidelity interactive prototypes.
Fully responsive website developed on WordPress.
Usability testing conducted with users from the target demographic.
Challenge
Customers who purchase Someone Somewhere’s handmade products don’t have a clear, accessible, and engaging way to learn about the artisan behind each item. Even though every product includes a QR code, the current experience doesn’t intuitively guide users or effectively communicate the story, context, and human value behind the craft. This limits emotional connection with the brand, reduces visibility for the artisans, and misses the opportunity to create a more meaningful relationship between users and makers.
Solution
I redesigned the website’s flow to create an intuitive, story-driven experience that makes it easy for users to discover each artisan’s background, techniques, and region. I simplified navigation, encouraged engagement through comments, and ensured every step aligned with the brand’s ethical mission. The result is a responsive, human-centered design that turns browsing into a storytelling journey, strengthening the connection between people and the makers of each product.
Impact
The redesign delivered clear, measurable results. By streamlining the user journey and focusing on storytelling, we cut the dropout rate before task completion, boosted artisan profile interactions by 60%, and doubled the number of messages sent to artisans. These outcomes proved the value of a narrative-driven experience that aligns user engagement with business goals.
50%
Reduced dropout rate before task completion
60%
Improved artisan profile interactions
X2
Messages sent to artisans
Process
Research & Analysis: I gathered stakeholder input to understand how users reached the website and the vision for interaction. I also conducted usability tests that revealed key friction points. Insights showed that users needed a clear and intuitive path from QR code scan to artisan profile engagement. The navigation had to support storytelling, and the artisan’s story needed to be immediately accessible and engaging.
Wireframing & Prototyping: I mapped the complete journey from QR scan to artisan interaction. I designed high-fidelity prototypes that emphasized storytelling, ensuring the artisan remained central throughout the experience.
Usability Testing & Iteration: I conducted usability tests with a diverse group of users to validate the flow. Feedback guided refinements to visual hierarchy, typography, and interaction design. Each iteration reduced friction and strengthened the emotional connection with the artisan.
Outcome
The redesign delivered smoother navigation and a clearer user journey. Stakeholders were highly satisfied with the result, and users can now easily access artisan profiles, explore their stories, and engage directly. This strengthens the connection between product and artisan.
"In recent weeks we partnered with Karol Valencia to redesign our website. The new experience brings forward the voices and stories of the artisans who make our products possible."
Antonio NuñoAntonio Nuño
CEO, Co-founder | Someone Somewhere