Introduction
Translating interior philosophy into a digital experience
MY role
UX/UI Designer
Main goals
Create a portfolio website with a premium feel
Convey the studio’s character without excessive decoration
Build a clear logic that naturally leads the user to action
Present projects in a way that lets them speak for themselves
Methods
Brand & product discovery/JTBD framework/User journey mapping/Information architecture/Wireframing/Design system thinking
Audience Analysis
Working with the audience: warm users ≠ standard solutions
People who visit the website already know the studio is strong.
Urbanest’s target audience consists of users who are already familiar with the brand. They:
don’t need long sales-driven copy
dislike pressure and aggressive CTAs
look for clarity, simplicity, and aesthetics
associate the brand with quality and clean solutions
They come with a clear expectation: the website should feel like an interior they would want to order.
Graphic structure as the language of interiors
Urbanest works through form and construction: plans, drawings, proportions, rhythm.
This became the foundation of the website’s visual system.
Core principles:
a strict grid
clear verticals and horizontals
large «quiet» spaces
compositions built on logical axes
minimal, architectural presentation
Typography & Color Palette
Minimalism that works, not decorates
Color palette
full monochrome
The reason: projects should remain the focal point, not the UI.
Monochrome:
doesn’t compete with photography
enhances minimalism
creates a gallery-like experience
reinforces a premium feel
Typography
Helvetica Neue
architectural character
clean structure
professional and restrained
It works seamlessly alongside the site’s graphic composition.
Wireframing
Every element tested at the structural level
Before visual design, I created a complete wireframe to:
structure information logically
test compositions
identify overload points
define optimal CTA placement
understand where accents were needed — and where silence mattered
Wireframes helped build a website that didn’t require “design fixes.”
It was right already at the structural level.
Before
After
Structure & flow
Logic the user feels intuitively
The page was designed to work like a well-planned interior:
You don’t notice the logic — but you feel the comfort.
The first screens set the mood: minimal headlines, clean space, restrained contrasts.
Then the focus shifts to the portfolio — presented as a gallery where photography becomes the brand’s main language.
The process section became a key trust-building element.
Instead of a technical workflow, it calmly explains how the studio guides clients from the first meeting to final execution — transparently, without overload, but with a strong sense of control and professionalism.
The final sections provide a soft exit: social links and a gentle CTA that doesn’t break the atmosphere.
The structure works the same way Urbanest interiors do — with quiet confidence and almost invisible precision
Social media
Social media as an extension of the digital identity
Instagram is a key entry point to Urbanest — many users discover the brand there first.
My task was to ensure that the transition from Instagram → website felt not like a change of environment, but a natural continuation of the same visual language.
I adapted the style for social media through:
calm compositions and minimalism
attention to interior details
concise, structured microcopy
captions that preserve the website’s tone
the same mood: restrained, warm, and thoughtful
This created a single visual ecosystem.
The brand sounds consistent across every touchpoint — and that consistency naturally builds trust.
more works
UX Research
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Rebuilding the Real Estate UX and Achieving a +9% Increase in Session Time
UX Research
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