Timber Garden

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.

Services

Web design

UX Research

Information Architecture

Date

2025

Project summary

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.

Challenge

"Who makes this?"→ Trust
Trust"How will it look in my garden?"→ Imagination
"Why should I pay 10× more than IKEA?"→ Justification

Research & Strategy

I identified three target segments with different motivations.

Premium (35-55) - quality over quantity
Design enthusiasts (25-45) - unique, instagram spaces
Eco-advocates (30-50) - local, sustainable, ethical

Timber Garden website homepage showcasing handcrafted outdoor chairs with natural wood frames and neutral cushions in various garden settings.

Product page showing a teak high-back garden chair with cream cushions, product description, features, warranty, and purchase options on Timber Garden website.

Information architecture

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

Flowchart showing product categories branching from Products into Terrace chairs, Garden chairs, Folding chairs, and Accessories, each with their respective series or items.

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)

Four outdoor seating chairs displayed in a row labeled Nature, Modern, Comfort, and Garden series on a beige background.

Homepage design

Timber Garden website homepage showcasing handcrafted teak outdoor chairs in various styles with descriptions, prices, and subscription option.

Category page

E-commerce webpage displaying multiple listings of teak heritage chairs with filters for chair type, price range, collection series, wood material, and key features on a beige background.

Product page

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

Traditional e-commerce leads with dimensions and materials. I flipped it. The "Full description" tab opens with narrative. Why?Premium customers buy the IDEA first, specs second.
Below the fold, three trust signals. Why so prominent? At €600+, customers need reassurance that this isn't a disposable purchase.

Product page showing the Teak Heritage classic high-back garden chair with a photo, description, quantity selector, add to cart button, and warranty, coverage, and replacement parts details.

Visual design decisions

Warm whites, creamy backgrounds, wood tones. The UI feels like natural materials. Lifestyle context, natural lighting, outdoor settings. Never sterile studio shots.

Typography and color palette guide showing fonts Prata and Inter with alphabets and numbers, and color blocks labeled #D2B48C, #8F7247, #B18F5A, #1A1A1A, and #4A3A24.

What I've learned

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

Outdoor wooden lounge chairs with cream cushions placed on a stone patio against a stone wall with greenery in the background.

Thank you for reading

Questions about the process? Want to discuss the project?

Let's work together

TimberGarden is a conceptual project. Brand, products, and pricing are fictional.