GUSHKA - Online Store
GUSHKA is a Ukrainian brand that transforms traditional wool craftsmanship into modern home products. The challenge was to translate this tactile, emotional experience into a clear and intuitive e-commerce journey.
UI/UX Design
The challenge GUSHKA had a strong product and a loyal craft community, but no digital storefront that could match the quality of what they made. The gap between the brand's emotional depth and its online presence was hurting conversions.
The process Audited the existing presence across Instagram and Etsy to understand customer behavior and drop-off points. Defined the information architecture for both web and mobile. Designed a visual language rooted in texture, warmth, and simplicity — then built out the full purchase flow, product pages, and onboarding, optimizing each step to reduce friction between discovery and checkout.
The outcome A launched e-commerce experience across web and mobile with a measurable increase in conversions — and a storefront that finally reflects the soul of the brand.
Key learning Heritage brands don't need to hide their story to sell — they need it structured. The emotional narrative wasn't the obstacle to conversion; the lack of clarity around it was.
