Superdwell
Designing a user-friendly platform to make interior design accessible for all.
Superdwell set out to create a platform that would make it easy for anyone to quickly and easily design their own space. The idea was to lead users through a style select wizard and use AI to generate personalised interior designs based on the users tastes and desires and make it possible to shop for recommended décor items directly from the generated images. I was brought on to design a solution that felt approachable and easy to use, no matter what experience of interior design the user had.
Live Product: Superdwell
Deliverables: Marketing Website, Custom Platform, Design System
Project Type: Full End-to-End using Fresh Framework
Team: Project Lead (me), Junior Designer, Laravel Developer
Business Goal
Superdwell’s main goal was to build a data rich community of interior design enthusiasts, and generate revenue via a subscription model and affiliate product displays.
User Impact Goal
For users, the main impact goal was to “help users create spaces they love” by making interior design accessible and stress-free, without feeling overwhelmed by costly processes or tools.
Design Process
I focused on creating an intuitive and accessible user experience that simplified interior design, making it easy for users to explore, visualise, and shop for their dream spaces. Let’s walk through it:
01/ Research & Ideation
We mapped the desires of stereotypical users who found existing processes or tools too complicated and general. Users gave clear indication that they wanted a relaxed, hand-holding experience to create their designs. With this in mind, I explored features and journeys to help lead users through a comfortable flow.
02/ Flow Mapping
Next, I mapped out the steps users would take, making sure the experience felt logical, smooth and avoid overwhelm. Each action was planned to guide users naturally through the design and shopping process without confusion. To support this, I designed a chat feature to add a "guide" to the flow to encourage and support.
03/ Wireframes
I put together mid fidelity wireframes to visualise the flows, layout and structure allowing us to test the simplicity and experience of the product to gain early feedback and make improvements before moving to detailed designs. This highlight a need for users to be able edit choices once results were generated to refine the outputs.
04/ Concept Designs
With direction clear and mapped, I explored different visual styles to set the tone for the platform. I experimented with various colour palettes, typography, and layout options to create a look and feel that was inviting yet trustworthy. The goal was to establish a design language that felt approachable, modern, and peaceful.
05/ Final Designs
The final design focused on a intuitive user experience by laying out clear interactions, comforting navigation, and strategic action placements. AI features were subtly integrated, guiding users without overwhelming them. Every detail was considered to increase engagement and make the design-to-purchase journey enjoyable.
06/ Implementation & Growth
To build the designs, I worked closely with the developer to help ensure integration of AI features and payment systems met experience requirements. During sprints, I conducted functional testing to identify and iterate on any UX weaknesses and design discrepancies to make sure product launched at full strength.
Next Steps
Superdwell continues to evolve. I worked with the team to strategise and map new areas of growth and design new feature for implementation. There are plans to add new features like community-driven design challenges and more advanced AI suggestions to make the platform even more engaging.
Round Up
This project was all about making interior design easier for everyone. By focusing on clear and simple solutions, I helped build a product that people enjoy using. If you’re looking for a designer who can create goal focused, straightforward, user-friendly experiences, I’d love to talk further.