Unique products require a
unique webshop experience

1. Discover

First, I wanted to understand why Charlotte had chosen to sell products made from sealskin and the story behind it. I received an explanation which you can read more about on SikaMut.dk. The main reason was to preserve Greenlandic culture, particularly their practice of using the entire animal so nothing goes to waste.

Additionally, these products are highly sustainable – sealskin items can last a lifetime with minimal maintenance.

By analyzing data from her existing website and Google Analytics, I identified her typical customer profile, allowing me to create a clear persona to guide my work.

2. Explore

To better understand users of these products, I conducted interviews with individuals who matched Charlotte’s typical customer profile, based on their clothing preferences and their non-mainstream fashion sensibilities.

I inquired about what they valued when investing in products. Their responses consistently emphasized the importance of quality craftsmanship and meaningful purpose—values that aligned perfectly with Charlotte’s philosophy. This clearly indicated we needed to highlight the story behind the hunters and emphasize the sustainability aspects of the products.

Through Charlotte’s network, we connected with a hunter who had been featured in a documentary about hunting in Greenland. We received permission to use this as a powerful communication tool.

3. Testing

To validate our communicative approach about the product’s story, we leveraged Charlotte’s email list of previous customers and interested parties, asking them to share their opinions and perceptions. We also selected several previous customers to test wireframes I had created. I observed them performing specific tasks and then developed these observations into detailed mockups.