HandMade
Role
UX/UI Designer
Year
2022
HandMade was designed to encourage and highlight local craftsmanship in Valparaíso, giving artisans a platform to share their work, connect with customers, and strengthen community identity. The entire process was carried out following the Design Thinking methodology, allowing us to empathize with artisans, define their challenges, and design solutions that truly responded to their needs.
1 | Empathize
We started by exploring the challenges faced by local artisans and small businesses. Through conversations, interviews with potential users, and observation, we discovered that many lacked visibility, struggled to compete with mass production, and had limited access to digital platforms. Both artisans and customers expressed the desire for a space where they could connect directly while preserving the authenticity and value of handmade products.
Context and benchmarking
In the Region of Valparaíso there are 486 officially registered artisans, yet only a small fraction, 50 of them, were featured in the 2020 “Handmade Identity” catalog, indicating a recognized but limited visibility of local creators.
A national baseline study shows that over half of artisans sell their goods at fairs and markets (51.9 %), while only 11 % operate formal stores. Around 13 % sell directly from home or workshop. This highlights the limited access to permanent commercial spaces for many creators.
As part of our research, we explored online platforms dedicated to selling crafts. We found some initiatives that truly promote handmade products, but most of them operate on a national scale rather than focusing on the local economy. On the other hand, global platforms often market themselves as spaces for artisanal goods, yet many of their products are mass produced items that only appear handmade. This contrast pushed us to reflect on what “handmade” really means and led us to define a clearer concept of craftsmanship that values authenticity, locality, and fair trade.
User insights
Cesar
"For years I’ve sold my handmade crafts at local fairs. It’s a good way to meet customers, but sales depend on the season and the weather. Sometimes I spend entire weekends at a stand without earning enough, and I wish there were more stable ways to showcase my work."
Paula
“As the owner of this type of business, it’s expensive to promote individually, so a platform that helps us gain visibility would be fantastic.”
Amanda
“In my neighborhood, there are several businesses offering products that preserve tradition and promote sustainable design, but every time I pass by, I don’t see many people inside. It would be great if there was a website to promote their products so that people could order them from anywhere.”
Jaime
"I’ve been working with ceramics from my home workshop for many years. At one point I tried opening a small store, but the rent and expenses made it unsustainable. I had to close it and return to selling from home, even though I know my pieces deserve more visibility."
User Empathy map
→ Customer
Artisan←
2 | Define
Problem Statement
Local artisans in Valparaíso create valuable handmade products, but they lack visibility and access to formal digital platforms, making it difficult for them to compete with mass production and reach local customers.
User persona y journey map
3 | Ideate
Moodboard
Core Design Directions
Building on the insights from users and the benchmarking analysis, we started ideating possible solutions to promote local crafts in Valparaíso. The goal was to create a platform that not only worked as an e-commerce space but also reinforced authenticity and local identity.
We brainstormed and mapped functionalities that could meet the needs of artisans, customers, and the local community. Among the first ideas, we prioritized clarity, accessibility, and storytelling to highlight the value of each handmade product.
A welcoming home page that communicates the authenticity of the products with strong imagery and a clear call to action.
Categories and filters to help users quickly find products such as jewelry, textiles, ceramics, and leather goods.
A catalog with featured products to make browsing simple and help artisans gain visibility.
A favorite list and cart system to encourage recurring visits and engagement.
Artisan profiles and product descriptions to reinforce trust and share the story behind each creation.
Clear navigation with intuitive icons at the bottom of the app for a smooth mobile experience.
Sitemap
Sketches
4| Prototype
The Handmade App prototype not only defines the navigation flows but also reflects a visual identity inspired by the region’s sunsets. Warm tones (oranges, pinks, ochres) drawn from local skies are combined with neutral grays to create balance, allowing the colors and textures of handmade products to stand out.
The prototype is designed to be intuitive, visually appealing, and aligned with the cultural and artistic identity of the products and their makers.
A neutral background ensures that the vibrant textures and colors of featured handmade products stand out. Alongside “Favorites,” a subtle block introduces “Want to Sell,” guiding artisans to the onboarding flow. Artisan photos create an authentic, human centered experience.
The interface highlights photos of artisans to reinforce authenticity and emotional connection. A simple, modern sans-serif typography ensures readability while keeping the design clean.
From the very first screen, the focus is on highlighting the artisans’ work. A clean and neutral background ensures clarity, while modern typography and simple composition keep attention on the call to actions: Login, Sign up, and “Want to sell?”. This reinforces the app’s mission of giving artisans visibility right from the start.
A page dedicated to explaining the value of selling through the platform. It uses artisan photography and concise text to build trust, while the CTA “Want to sell?” encourages entrepreneurs to join.
Organized by type of craft (Jewelry, Shoes, Textile, Ceramics, Weaving), each category is represented with sketch style icons. This artistic visual approach reinforces the handmade identity and invites users to discover products by specialty.
5 | Impact and conclusion
The Handmade App was conceived to highlight and promote the work of local artisans, starting from Valparaíso’s unique cultural and artistic context. While the project was designed with the possibility to scale regionally and nationally, its essence always remained rooted in the local environment where each user connected with the app.
This dual focus ensured that the platform could grow in reach and visibility, while still maintaining authenticity, preserving cultural identity, and celebrating the diversity of handmade crafts that originated from local communities.
Strengthened local markets by giving artisans visibility and enabling expansion to regional and national levels.
Preserved and showcased cultural identity by highlighting handmade crafts and artisans’ stories.
Generated new income opportunities for artisans and related local services.
Promoted conscious purchasing choices, valuing authenticity, sustainability, and local production.