Scaling the In-Person and Online Experience of a Small Art Business to $5K Sales in 5 Months
DESCRIPTION
Kat Street Studio is a handmade ceramics brand that blends nostalgia with nature-inspired designs. I led user research and design to refine the customer experience, optimizing in-person and online touchpoints. By integrating branding and UI design, I created an streamlined shopping experience that resulted in $5K in total sales five months after launch.
Role: Design Direction, UI/UX Designer, UX Researcher
Main Contributions: User Research, Market Research, Customer Experience, Information Architecture, UX Design, Brand Identity, UI Design, Conversion Optimization
Business: Kat Street Studio (Ceramics & Nature-Inspired Art)
OVERVIEW
Kat Street Studio is an AAPI-owned handmade ceramics brand that blends nostalgia with nature elements.
Inspired by the artist's personal experiences with travel and love for video games and animation, each piece is designed to spark joy, familiarity and a sense of whimsicality.
THE CHALLENGE
A newly launched small art business entering a saturated market with no established customer base meant focusing on understanding customer behavior, refining the in-person shopping experience, and laying the groundwork for a scalable digital presence while ensuring a cohesive brand experience. We asked ourselves:
RESEARCH QUESTIONS
- How can sales be optimized without an existing e-commerce platform or online presence?
- How can we create an engaging customer experience and convert casual browsers to buyers and a loyal customer base?
- How can in-person sales insights inform the building of the online experience?
FINAL RESULTS
↑ $4.7k
Gross sales after 5 months
↑ 193
Total sales
RESEARCH & DISCOVERY:
MOODBOARD
When exploring the most effective way to launch a small art business, two primary avenues emerged: in-person events vs. online sales. Given the high saturation of the online market, the initial focus was on craft fairs, pop-up events, and anime conventions to engage directly with customers and establish a local presence. Our approach was two-fold:
Phase 1 - In person Sales: Leverage craft fairs and pop-ups where event organizers handle marketing, allowing for direct customer interaction and immediate feedback.
Phase 2 - Online Expansion: After gathering insights from in-person sales, translate successful strategies into a scalable digital storefront.
To ensure a cohesive brand experience, a moodboard was created before the first craft fair, defining the visual direction, including color palettes, typography, and packaging. This consistency was carried through both the product presentation and booth design and later carried into the website's user interface design.
RESEARCH & DISCOVERY:
OBSERVATIONS
At each event, real-time observations were conducted to understand customer behavior—how attendees interacted with the booth, what drew their attention, and where they disengaged.
These insights were gathered across various event types including Renegade Craft Fairs, anime conventions, and local coffee shop pop-ups.
An affinity map diagram was then created and sorted into target audiences/demographics, effective marketing / sale strategies and what were the outcomes/challenges.
An affinity map diagram was then created and sorted into target audiences/demographics, effective marketing / sale strategies and what were the outcomes/challenges.
RESEARCH & DISCOVERY:
KEY FINDINGS
Products featuring recognizable characters or personal connections drove the most sales. However, craftsmanship, functionality, pricing and aesthetics also influenced buying decisions.
Purchase Motivations: Items that resonated most featured recognizable characters or personal connections, but craftsmanship, functionality, and aesthetics also played a role in buying decisions.
Market Differences: Craft fairs outperformed anime conventions due to differences in demographics and spending habits. Events in neighborhoods with higher average incomes (West Loop, Wicker Park) had higher sales despite anime conventions offering stronger personal connections to designs.
Sales Strategies That Worked: Offering bundled deals (e.g., 2 for $30), engaging customers through shared interests, and collaborating with local businesses helped boost sales.
Between each event, refinements were made to both the booth setup and product offerings based on customer interactions and feedback. These included:
- Enhancing booth aesthetics with moss art installations, better signage, and improved product displays.
- Expanding product variations to include more floral-inspired designs and high-demand pieces.
- Introducing promotional deals to incentivize multi-item purchases.
IDEATION: IMPLICATIONS FOR DIGITAL DESIGN/PRESENCE
With key insights gathered from in-person sales, the next step was translating that success into a digital storefront. The goal was to capture the same level of engagement and seamless experience from physical events in a scalable e-commerce format.
By analyzing what worked in person, we identified key opportunities to shape the website’s information architecture, content strategy, and overall user experience and later translated it into a sitemap.
- Highlight Best-Sellers & Fan Favorites
Feature recognizable characters and high-engagement products on the homepage with categories like “Shop by Theme” or “Fan Favorites.” - Leverage Storytelling & Craftsmanship
Incorporate product descriptions that share the inspiration behind each piece and introduce a “Meet the Artist” page to build emotional connections. - Carry Over Effective Pricing Strategies
Include bundle deals (e.g., 2 for $30), limited-time promotions, and a “Frequently Bought Together” section to encourage higher cart values. - Design for Different Shopping Intentions
Add curated collections, a Gift Guide, and a Wishlist feature to cater to collectors, gift shoppers, and casual browsers. - Foster Community & Partnerships
Showcase local collaborations with a retail partners page, event updates, and a “Community Spotlight” featuring customer photos.
IDEATION: PROTOTYPES
Building on the sitemap, a prototype was developed to integrate these insights, ensuring the online shopping experience mirrored the engagement and success of in-person events.
Results & Next Steps
In the first five months, Kat Street Studio generated $4.7K in gross sales across in-person events, with 193 individual purchases. Social media presence grew organically, reaching 300+ followers, contributing to brand awareness and repeat customers.
With validated insights from in-person sales, the next step is to refine the e-commerce prototype and launch the online store, focusing on best-selling products, storytelling-driven content, and strategic pricing models to drive conversions. Additionally, expanding partnerships with local retailers and leveraging social media engagement will further scale the brand’s reach.