All Projects

Elsen

Turning vehicle interest into higher-quality leads.

Research · UX strategy · Interaction design Prototyping · Experimentation

CLIENT

Elsen

YEAR

SERVICES

Branding

INDUSTRY

Glassware

Overview

Elsen is a contemporary glassware brand producing hand-blown objects for dining and interiors. The identity focuses on clarity, proportion, and the subtle imperfections that make each piece unique.

Elsen is a contemporary glassware brand producing hand-blown objects for dining and interiors. The identity focuses on clarity, proportion, and the subtle imperfections that make each piece unique.

The problem

The brand needed to feel refined without becoming overly decorative or traditional. It also had to communicate craftsmanship across ecommerce, packaging, and editorial photography while keeping the products visually distinct.

The brand needed to feel refined without becoming overly decorative or traditional. It also had to communicate craftsmanship across ecommerce, packaging, and editorial photography while keeping the products visually distinct.

Design response

Treat the experience as a set of testable hypotheses.

Rather than redesigning the form once and assuming the problem was solved, I explored variations across form length, information sequence, and interaction model.

The goal was to understand which changes actually improved conversion rather than relying on design preference alone.

Key Decisions

Reduce effort without removing useful context

I tested different amounts and sequences of information to find where additional dealership context stopped justifying the effort required from the customer.

Test visibility as well as content

Modal and slide-in patterns created different tradeoffs between prominence and continuity. Both became hypotheses to evaluate rather than subjective design choices.

Impact

A restrained ivory and charcoal palette is paired with transparent glass, soft reflections, and muted amber accents. Clean typography, controlled lighting, and sculptural compositions create a quiet visual system that lets material and form lead the brand.

A restrained ivory and charcoal palette is paired with transparent glass, soft reflections, and muted amber accents. Clean typography, controlled lighting, and sculptural compositions create a quiet visual system that lets material and form lead the brand.

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