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Sable & Sage

E-Commerce platform with online customization of
home decor

My role: UX ResearchUser Research, Wireframing, Prototyping, User Testing

Tools used: Figma, Adobe After Effects, Adobe Photoshop, Adobe After Premiere, Miro, Trello, Google Forms

Fine Woodshop


Sable & Sage as a client; a small business in Peterborough, Ontario that creates handmade home decor. Most of their clientele is local, and they would like to expand their customer base to ultimately create a full-time opportunity.


Sable & Sage are expanding their business. Currently, the process for ordering is not streamlined. The only way for their customers to purchase an item is through messaging the owner on their social media platforms: Facebook and Instagram.


The main goal for this project is to "Increase exposure and make the audience more aware of Sable & Sage and  to provide the possibility to create and cater to specific demands of the user in a transparent and engaging way."

Process: Discovery

Our team conducted a competitive analysis to help us understand the strengths and weaknesses of our competitor in comparison to Sable & Sage and find a gap in the market. It will help recognize how to enhance the business strategy.

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Competitive Scorecard

Improvement: According to our competitive analysis these are the main areas of improvement for Sable & Sage when compared to their immediate competition:


  • Ordering Process: The ordering process of Sable & Sage needs to be enhanced for the customers. This process can be made easier with the help of a company website that supports e-commerce or an external e-commerce website that helps sell products, eg Etsy. Through our analysis, we found that brands that did not have any social media presence were still able to gain a good customer base with the help of Etsy.

  • Social Media Presence: Sable & Sage has an appealing visual design that excites its users and encourages them to make purchases through their Instagram. However, this presence can be increased and improved with the help of a social media strategy and content plan, both of which will endeavour to increase the footfall of Sable & Sage’s social media profiles.

Opportunity: For Sable & Sage their biggest opportunity is their business’s capability to make custom designs and products for their users. Currently, customisations are made using the chat feature on their social media profiles, however in the future, interactive elements on the website can help aid the users in building their own custom designs on the website itself.

After doing all the neccessary business analyses, our team also conducted surveys and interview to understand the motivations and goals of the customers. Here are the personas we built out of the information we gathered from the survey and interview.


“Attention to detail, quality, and care goes a long way”

“I just need a product I can rely on and feel good about purchasing!”

-Claudia, 29 Home Decor Lover


  • Verification of quality product (reviews or first-hand experience at workshops).

  • Story/background of the small business.

  • Trendy template for home decor with option to customize.

  • Quick and easy access to available products.

Process: Design

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Site Map

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Sable & Sage's old website (Product Screen)

The team conducted a current state analysis for the old website of Sable and Sage as part of the design process. Developing a baseline of current state processes and issues allows us to visualize the bottlenecks and agree on the priorities. It will also provide a baseline to identify and measure the gaps between the current and future states.

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Experience Map for one of our user journeys

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Prototype for customize product screens


 Having a website is an opportunity to make a great first impression and give people comfort that you're a real business. Showcasing your brand to your prospective customers is one of the most important things that you can do.

Offering partial or full customization of products can give an edge over normal products in the market. It can also help increase customer satisfaction and word-of-mouth referrals. For any business to survive, it has to retain loyal customers. As not all customers are the same, and their wants and needs are different, a one-size-fits-all approach may not work for everyone. When the customers get the exact product they want from your brand and have the ability to design it themselves, it can drive drive customer loyalty and increase customer satisfaction.

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