Timber Garden. An online store design for garden furniture

Wooden garden chairs for +$1000 require trust, emotion, and storytelling, not just pretty product photos. This project is an attempt to combine premium e-commerce with the warmth of craftsmanship.

Project: Timber Garden
Industry: Furniture · E-commerce
Year: 2025
My role: UX/UI Designer
Tools: Figma
Services: UX/UI design, Information architecture
Date: 2025

The Timber Garden storefront: handcrafted teak chairs photographed in the gardens they are made for.

The premise

Handcrafted garden furniture for €1000+ requires trust, emotion, and storytelling. This project combines luxury e-commerce with the warmth of craftsmanship.

[01]

Nobody spends €600 on a chair they can't picture in their garden.

Premium garden furniture isn't an impulse buy. Customers spending €400–800 on a single chair need trust, imagination, and justification, not just pretty product shots. This project explores how to merge premium e-commerce with the warmth of craftsmanship.

Three questions stand between a visitor and a €600 chair. Every design decision in this project answers one of them.

[01]
“Who makes this?” → Trust
An unfamiliar brand asking for €600 has to prove there are people behind the product: a workshop, a warranty, a name.
[02]
“How will it look in my garden?” → Imagination
Nobody buys furniture from a cut-out on white. The customer has to see the chair in a space they recognise as their own.
[03]
“Why should I pay 10× more than IKEA?” → Justification
The price gap is the whole objection. Materials, craft, and lifespan have to be argued, not assumed.

[02]

Research & strategy

I identified three target segments with different motivations.

Premium (35–55): quality over quantity. Buys once, expects it to last a decade.
Design enthusiasts (25–45): unique pieces for Instagram-worthy spaces.
Eco-advocates (30–50): local, sustainable, ethically sourced wood.

[03]

Information architecture

126 products needed a system, not just a grid. I organised products into series, based on lifestyle.

The category flowchart: Products branching into Terrace chairs, Garden chairs, Folding chairs and Accessories, each with its own series.

Why series? Users first identify with a LIFESTYLE (“I want something modern for my city balcony”), then choose a specific product. This reduces decision fatigue and increases AOV (average order value).

“Find your perfect outdoor seating”: the four series (Nature, Modern, Comfort, Garden) set side by side on the homepage.

[04]

Homepage design

[05]

Category page

The products page: the filter rail (chair type, price, series, wood, key features) beside the listing grid and its active-filter chips.

[06]

Product page

This is where the sale happens, or doesn't. I designed the product page around two principles.

[01]
Story before specs
Traditional e-commerce leads with dimensions and materials. I flipped it: the “Full description” tab opens with narrative. Premium customers buy the IDEA first, specs second.
[02]
Trust signals below the fold
Warranty, coverage, and replacement parts sit directly under the buy area. At €600+, customers need reassurance that this isn't a disposable purchase.

[07]

Visual design decisions

Warm whites, creamy backgrounds, wood tones. The UI feels like natural materials. Photography is lifestyle context, natural lighting, outdoor settings, never sterile studio shots.

The style guide: Prata and Inter set against the palette: #D2B48C, #8F7247, #B18F5A, #1A1A1A, #4A3A24.

[08]

What I've learned

[01]
Premium e-commerce is content marketing
Without storytelling, it's just an expensive store with pretty pictures.
[02]
Information architecture matters more than UI polish
126 products need a SYSTEM. Getting the structure right is 80% of the work.