Iconiq
Iconiq is a digital e-commerce platform designed to make high-end furniture and interior design more accessible online. The platform transforms the exclusivity of luxury showrooms into an editorial-style digital experience, combining strong visual storytelling with clear product context to support confident purchasing decisions.
E-commerce
2023
• E-commerce UX
• Product discovery flows
• Visual storytelling
• High-fidelity prototyping
• Design system components
Context
Purchasing high-end furniture is a tactile and emotional experience. Customers hesitate to buy investment pieces online because they cannot easily evaluate materials, craftsmanship, or scale in their own space.
Most platforms either felt overly transactional or too exclusive with hidden pricing and gated access. There was an opportunity to create a digital platform that balanced luxury aesthetics with transparency and ease of exploration.
Goal
Instead of building a traditional e-commerce store, the goal was to recreate the feeling of a curated design showroom in a digital environment.
My background in interior architecture informed the approach: reduce the cognitive load of visualizing furniture while maintaining the premium atmosphere and trust associated with physical galleries.
Solution
The platform prioritizes editorial storytelling—such as design history and material origin—before transactional actions. This builds trust and allows users to understand the craftsmanship behind each product.
A modular grid system inspired by architectural portfolios creates a calm, gallery-like layout where whitespace emphasizes product imagery and maintains a premium visual hierarchy across desktop and mobile.
