contribution
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Role: Manager / Communication Designer / Brand Strategist
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Team: 1 visual designer, 1 photographer, clusters of artisans (20 in each), 1 developer (e-commerce), 2 sub managers, 1 founder
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Responsibilities: UX research, e-commerce design, brand identity, information architecture, product storytelling, visual direction, sustainable sourcing & craft collaboration
Build an online presence that bridges traditional handloom craftsmanship and global e-commerce, while preserving craft heritage, transparency, and ethical values
stakeholders
Shoi blends traditional Indian handloom craftsmanship with a modern, global online storefront - offering ethically produced garments and textiles while embracing sustainability, cultural heritage, and artisan empowerment.
areas of improvement
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Translating traditional hand-crafted, culturally rooted products into a digital storefront - balancing craft heritage with global usability.
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Presenting rich product stories (origin, craft, sustainability, artisanship) without overwhelming users or compromising clarity.
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Ensuring consistent design, navigation, and product discovery across diverse product types (e.g. sarees, stoles, home-linen, limited editions).
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Making an artisanal brand scalable and accessible to a global audience while maintaining authenticity.
solutions
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Clearer brand positioning: Shoi presents itself as a trustworthy, ethical artisanal brand - differentiating from mass-market fast fashion.
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Better user experience: Smooth navigation, consistent UI, and intuitive flows improved usability, making it easier for global customers to browse and buy handcrafted products.
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Storytelling & value: By embedding craft heritage and sustainability in product storytelling, Shoi attracted ethically conscious users - enhancing brand authenticity and user engagement.
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Scalable design system: The design system and architecture allow Shoi to scale operations and add new collections/categories while maintaining identity and usability.
