09.24 - 12.24
09.24 - 12.24
CONJURE
CONJURE
UX Research | UI Design | Branding
UX Research | UI Design | Branding
Introduction
Introduction
Bring your Ideas to life - Conjure
Bring your Ideas to life - Conjure
Context
Context
In today's fast-paced world, the rising cost of creative hobbies leaves many artists unable to experiment with new mediums or access the tools they need to grow. With Conjure, aspiring and experienced creators alike can explore a new art or craft every month through a curated kit and guided tutorials, without the financial burden.
In today's fast-paced world, the rising cost of creative hobbies leaves many artists unable to experiment with new mediums or access the tools they need to grow. With Conjure, aspiring and experienced creators alike can explore a new art or craft every month through a curated kit and guided tutorials, without the financial burden.
My Role
My Role
UX Researcher: Conducted user research to uncover gaps in the crafting industry, defining personas and design criteria that shaped Conjure's core features and product strategy.
UI & Brand Designer: Designed Conjure's visual identity and interface, creating a cohesive brand experience that guides users seamlessly from inspiration to project completion.
UX Researcher: Conducted user research to uncover gaps in the crafting industry, defining personas and design criteria that shaped Conjure's core features and product strategy.
UI & Brand Designer: Designed Conjure's visual identity and interface, creating a cohesive brand experience that guides users seamlessly from inspiration to project completion.
Introduction
Introduction
What is Conjure?
What is Conjure?
Right now, a creative's digital life is scattered across Pinterest for inspiration, DeviantArt for community, Blick for materials, and YouTube to learn, four platforms, four experiences, none of them connected.
Conjure changes that.
One app that inspires you, connects you to a community of makers, delivers materials to your door, and supports you from first idea to finished piece.
Right now, a creative's digital life is scattered across Pinterest for inspiration, DeviantArt for community, Blick for materials, and YouTube to learn, four platforms, four experiences, none of them connected.
Conjure changes that.
One app that inspires you, connects you to a community of makers, delivers materials to your door, and supports you from first idea to finished piece.
Inspire
Inspire
DeviantArt
DeviantArt
Community
Community
Blick
Blick
Buy
Buy
Youtube
Youtube
Learn
Learn
Secondary Research
Secondary Research
How did this start?
How did this start?
Basic secondary research was conducted to uncover market trends, consumer behaviors, and gaps left by existing competitors in the creative industry.
Basic secondary research was conducted to uncover market trends, consumer behaviors, and gaps left by existing competitors in the creative industry.
Key Insight
Key Insight
Key Insight
>60%
>60%
>60%
Retailers in North America use influencers.
Retailers in North America use influencers.
Retailers in North America use influencers.
Key Takeaway
Key Takeaway
Key Takeaway
In the online space, influencers and artists have become central to shaping purchasing behaviors.
In the online space, influencers and artists have become central to shaping purchasing behaviors.
In the online space, influencers and artists have become central to shaping purchasing behaviors.
Key Insight
Key Insight
Key Insight
25%
25%
25%
Europe leads the global arts and crafts market.
Europe leads the global arts and crafts market.
Europe leads the global arts and crafts market.
Key Takeaway
Key Takeaway
Key Takeaway
This signals that the appetite for creativity transcends borders, with people all around the world seeking opportunities to express themselves through art.
This signals that the appetite for creativity transcends borders, with people all around the world seeking opportunities to express themselves through art.
This signals that the appetite for creativity transcends borders, with people all around the world seeking opportunities to express themselves through art.
Key Insight
Key Insight
Key Insight
$6.1B
$6.1B
$6.1B
Due to the COVID-19 pandemic, expected growth by 2028.
Due to the COVID-19 pandemic, expected growth by 2028.
Due to the COVID-19 pandemic, expected growth by 2028.
Key Takeaway
Key Takeaway
Key Takeaway
The demand for tools and supplies in creative endeavors is skyrocketing, with people embracing hands-on hobbies at an unprecedented rate.
The demand for tools and supplies in creative endeavors is skyrocketing, with people embracing hands-on hobbies at an unprecedented rate.
The demand for tools and supplies in creative endeavors is skyrocketing, with people embracing hands-on hobbies at an unprecedented rate.
Secondary Research
Secondary Research
Key Insights
Key Insights
Through market research and competitor analysis, four core challenges emerged that current solutions in the crafting industry fail to adequately address.
Through market research and competitor analysis, four core challenges emerged that current solutions in the crafting industry fail to adequately address.
Financial Barriers
Financial Barriers
Financial Barriers
High upfront cost limits creativity.
High upfront cost limits creativity.
High upfront cost limits creativity.
Lack of Guidance
Lack of Guidance
Lack of Guidance
Struggle to start new crafts without education, support.
Struggle to start new crafts without education, support.
Struggle to start new crafts without education, support.
Creative Isolation
Creative Isolation
Creative Isolation
Lack of community to share knowledge, skills.
Lack of community to share knowledge, skills.
Lack of community to share knowledge, skills.
Accessibility
Accessibility
Accessibility
Finding the right materials is overwhelming & wasteful.
Finding the right materials is overwhelming & wasteful.
Finding the right materials is overwhelming & wasteful.
Primary Research
Primary Research
Voices of Users
Voices of Users
To validate the identified problem spaces, primary research was conducted through user interviews, surfacing direct perspectives from creatives, beginners, and gift-givers on their biggest frustrations and unmet needs.
To validate the identified problem spaces, primary research was conducted through user interviews, surfacing direct perspectives from creatives, beginners, and gift-givers on their biggest frustrations and unmet needs.
200+
200+
Data points from Interviews and Survey responses.
Data points from Interviews and Survey responses.
Holly
Stay at home mom
“I’m motivated to create when there’s a clear purpose, like a specific need, a cultural tradition, or making something meaningful for others."
Sophia L.
E-commerce Director
“I enjoy crafts more as a relaxing, personal experience, I like watching others create and learning casually rather than following strict tutorials."
Trisia
COO @ FashionHub
“I’m interested in trying new creative things, but I don’t want to feel overwhelmed. If I’m paying for something monthly, I want to know I’m getting my money’s worth and that it’s something I actually chose.”
Morgan
Social Media Manager
“A service like Conjure would appeal to me, but only at the right price point. I’d want more control over what I receive and fewer surprises, the more layers of ‘stuff,’ the less likely I am to use it.”
Jamie R
Elementary School Teacher
"I'd love something that walks me through a craft step by step, I always start strong but lose momentum halfway through when I get stuck and have no one to ask."
Priya S.
Graduate Student
"I've wanted to try embroidery and resin art for years but buying all the supplies upfront just to find out I don't like it feels like such a waste."
Holly
Stay at home mom
“I’m motivated to create when there’s a clear purpose, like a specific need, a cultural tradition, or making something meaningful for others."
Sophia L.
E-commerce Director
“I enjoy crafts more as a relaxing, personal experience, I like watching others create and learning casually rather than following strict tutorials."
Trisia
COO @ FashionHub
“I’m interested in trying new creative things, but I don’t want to feel overwhelmed. If I’m paying for something monthly, I want to know I’m getting my money’s worth and that it’s something I actually chose.”
Morgan
Social Media Manager
“A service like Conjure would appeal to me, but only at the right price point. I’d want more control over what I receive and fewer surprises, the more layers of ‘stuff,’ the less likely I am to use it.”
Jamie R
Elementary School Teacher
"I'd love something that walks me through a craft step by step, I always start strong but lose momentum halfway through when I get stuck and have no one to ask."
Priya S.
Graduate Student
"I've wanted to try embroidery and resin art for years but buying all the supplies upfront just to find out I don't like it feels like such a waste."
Primary Research
Primary Research
Personas
audience types
Personas
audience types
HOLLY THE HOBBYIST
HOLLY THE HOBBYIST
HOLLY THE HOBBYIST
AGE - 45
OCCUPATION - Stay at home mom
AGE - 45
OCCUPATION - Stay at home mom
AGE - 45
OCCUPATION - Stay at home mom
“Now that my kids are old enough, I’m looking to rediscover my creative spark as I finally have free time to myself again.”
“Now that my kids are old enough, I’m looking to rediscover my creative spark as I finally have free time to myself again.”
“Now that my kids are old enough, I’m looking to rediscover my creative spark as I finally have free time to myself again.”
“I’m a stay-at-home mom to two kids who are now in middle school. After years of focusing on family life, I’m excited to rediscover my creative side.
I want to keep my brain active by constantly learning new skills & crafts.”
“I’m a stay-at-home mom to two kids who are now in middle school. After years of focusing on family life, I’m excited to rediscover my creative side.
I want to keep my brain active by constantly learning new skills & crafts.”
“I’m a stay-at-home mom to two kids who are now in middle school. After years of focusing on family life, I’m excited to rediscover my creative side.
I want to keep my brain active by constantly learning new skills & crafts.”
CHARLIE CONNECTOR
CHARLIE CONNECTOR
CHARLIE CONNECTOR
AGE - 32
OCCUPATION - Family Studio Pottery
AGE - 32
OCCUPATION - Family Studio Pottery
AGE - 32
OCCUPATION - Family Studio Pottery
“I’m looking for ways to combine my skills with new ideas.”
“I’m looking for ways to combine my skills with new ideas.”
“I’m looking for ways to combine my skills with new ideas.”
“I come from a family of artisans who’ve been working with ceramics for generations. While I love the traditional methods my family passed down, I want to explore more modern crafts .
I’m excited about blending the old with the new and keeping our legacy alive while adding my own touch.”
“I come from a family of artisans who’ve been working with ceramics for generations. While I love the traditional methods my family passed down, I want to explore more modern crafts .
I’m excited about blending the old with the new and keeping our legacy alive while adding my own touch.”
“I come from a family of artisans who’ve been working with ceramics for generations. While I love the traditional methods my family passed down, I want to explore more modern crafts .
I’m excited about blending the old with the new and keeping our legacy alive while adding my own touch.”
ASHER THE ARTIST
ASHER THE ARTIST
ASHER THE ARTIST
AGE - 30
OCCUPATION - Full-Time Artist
AGE - 30
OCCUPATION - Full-Time Artist
AGE - 30
OCCUPATION - Full-Time Artist
“I feel like my creative style is becoming bland. I’m looking for new tools and inspiration sources.”
“I feel like my creative style is becoming bland. I’m looking for new tools and inspiration sources.”
“I feel like my creative style is becoming bland. I’m looking for new tools and inspiration sources.”
“I’m an artist who had a huge hit of success to my art career when some of my art went viral on TikTok and Insta.
In fact, it was enough of a success that I got to quit my job and focus on art full-time. I’m looking for an option where I can experiment."
“I’m an artist who had a huge hit of success to my art career when some of my art went viral on TikTok and Insta.
In fact, it was enough of a success that I got to quit my job and focus on art full-time. I’m looking for an option where I can experiment."
“I’m an artist who had a huge hit of success to my art career when some of my art went viral on TikTok and Insta.
In fact, it was enough of a success that I got to quit my job and focus on art full-time. I’m looking for an option where I can experiment."
IRA THE INFLUENCER
IRA THE INFLUENCER
IRA THE INFLUENCER
AGE - 24
OCCUPATION - Freelance Designer
AGE - 24
OCCUPATION - Freelance Designer
AGE - 24
OCCUPATION - Freelance Designer
“I’ve got what it takes to be a great creative influencer, I’m just looking for the right content creation tools.”
“I’ve got what it takes to be a great creative influencer, I’m just looking for the right content creation tools.”
“I’ve got what it takes to be a great creative influencer, I’m just looking for the right content creation tools.”
“I’m a freelance graphic designer, balancing my time between freelance projects and creating content for platforms like Instagram and TikTok.
I love engaging with my audience on social media. It’s incredibly fulfilling to see how my content resonates.”
“I’m a freelance graphic designer, balancing my time between freelance projects and creating content for platforms like Instagram and TikTok.
I love engaging with my audience on social media. It’s incredibly fulfilling to see how my content resonates.”
“I’m a freelance graphic designer, balancing my time between freelance projects and creating content for platforms like Instagram and TikTok.
I love engaging with my audience on social media. It’s incredibly fulfilling to see how my content resonates.”
Primary Research
Primary Research
Affinitization
Affinitization
Through affinitization of all gathered data, six core challenges emerged that current solutions in the crafting industry fail to adequately address.
Through affinitization of all gathered data, six core challenges emerged that current solutions in the crafting industry fail to adequately address.
Guided Learning
In-depth tutorials that build foundational knowledge help users feel prepared rather than confused or overwhelmed.
Guided Learning
In-depth tutorials that build foundational knowledge help users feel prepared rather than confused or overwhelmed.
Guided Learning
In-depth tutorials that build foundational knowledge help users feel prepared rather than confused or overwhelmed.
Community as a Support System
Forums and peer spaces allow users to learn from others’ mistakes, share experiences, and feel less alone in the process.
Community as a Support System
Forums and peer spaces allow users to learn from others’ mistakes, share experiences, and feel less alone in the process.
Community as a Support System
Forums and peer spaces allow users to learn from others’ mistakes, share experiences, and feel less alone in the process.
Cost-Effective with Quality
Need for affordable options with high-quality materials and a premium feel.
Cost-Effective with Quality
Need for affordable options with high-quality materials and a premium feel.
Cost-Effective with Quality
Need for affordable options with high-quality materials and a premium feel.
First-Time User Simplicity
The experience must be easy, controlled, and intentionally designed to reduce decision fatigue for beginners.
First-Time User Simplicity
The experience must be easy, controlled, and intentionally designed to reduce decision fatigue for beginners.
First-Time User Simplicity
The experience must be easy, controlled, and intentionally designed to reduce decision fatigue for beginners.
Diverse Target Audiences
Senior citizens and parents represent strong potential audiences who may value clarity, safety, and meaningful engagement.
Diverse Target Audiences
Senior citizens and parents represent strong potential audiences who may value clarity, safety, and meaningful engagement.
Diverse Target Audiences
Senior citizens and parents represent strong potential audiences who may value clarity, safety, and meaningful engagement.
Personalization & Giftability
Positioning the product as a thoughtful, experiential gift adds emotional and commercial value.
Personalization & Giftability
Positioning the product as a thoughtful, experiential gift adds emotional and commercial value.
Personalization & Giftability
Positioning the product as a thoughtful, experiential gift adds emotional and commercial value.
Primary Research
Primary Research
Current Journey
Current Journey
To understand the emotional landscape of our target users, journey maps were crafted based on the four distinct personas, capturing their motivations, frustrations, and pain points across every touchpoint in their current crafting experience.
To understand the emotional landscape of our target users, journey maps were crafted based on the four distinct personas, capturing their motivations, frustrations, and pain points across every touchpoint in their current crafting experience.
Primary Research
Primary Research
Ideal Journey
Ideal Journey
Building on the current journey, ideal experience maps reimagined the same four personas' interactions through the lens of Conjure, illustrating how the conjure system transforms frustration and friction into moments of delight, confidence, and creative fulfillment.
Building on the current journey, ideal experience maps reimagined the same four personas' interactions through the lens of Conjure, illustrating how the conjure system transforms frustration and friction into moments of delight, confidence, and creative fulfillment.
How Might We
How Might We
How might we make exploring new
How might we make exploring new
creative mediums accessible,
creative mediums accessible,
affordable, and empowering for
affordable, and empowering for
all experience levels?
all experience levels?
Primary Research
Primary Research
Information Architecture
Information Architecture
An information architecture was mapped out to define the app's structure, content hierarchy, and navigational flow. This ensured every feature and screen had a logical home, creating a foundation for an intuitive and frictionless user experience.
An information architecture was mapped out to define the app's structure, content hierarchy, and navigational flow. This ensured every feature and screen had a logical home, creating a foundation for an intuitive and frictionless user experience.
Individual user flows were mapped for each persona to trace their unique paths through the app. This ensured that every interaction was purposeful and tailored, validating that Conjure's structure could serve the needs of all target users.
Individual user flows were mapped for each persona to trace their unique paths through the app. This ensured that every interaction was purposeful and tailored, validating that Conjure's structure could serve the needs of all target users.
Design
Design
Branding
Look & Feel
Branding
Look & Feel
Bring your ideas to life.
Bring your ideas to life.
Bring your ideas to life.
Usability Test
Usability Test
From Low-Fi to Hi-Fi
From Low-Fi to Hi-Fi
Usability Test
Usability Test
Testing the Blueprint!
Testing the Blueprint!
Next, we discussed our favorite concepts and brought them from sketches to mid-fidelity.
With usable products in our hands, we gave them to users to test and understand their thoughts on them. We guided users through a list of tasks exploring the device and app, and listened to their feedback.
Next, we discussed our favorite concepts and brought them from sketches to mid-fidelity.
With usable products in our hands, we gave them to users to test and understand their thoughts on them. We guided users through a list of tasks exploring the device and app, and listened to their feedback.
Navigation & Layout
Users identified structural friction points around accessibility of key features, footer organization, and profile placement, needing a conventional app navigation patterns.
Navigation & Layout
Users identified structural friction points around accessibility of key features, footer organization, and profile placement, needing a conventional app navigation patterns.
Content & Clarity
Users emphasized the importance of transparent pricing and clearer section labeling, with overall feedback reinforcing the need to keep the kits and guided learning, at the forefront of the experience.
Content & Clarity
Users emphasized the importance of transparent pricing and clearer section labeling, with overall feedback reinforcing the need to keep the kits and guided learning, at the forefront of the experience.
Learning Experience
The interactive, scrollable learning format was prefered, better supported engagement, continuity, and flexibility within the educational flow.
Learning Experience
The interactive, scrollable learning format was prefered, better supported engagement, continuity, and flexibility within the educational flow.
Profile & Subscription
Users expected a more unified and personalized experience, suggesting closer integration between subscription management, community feeds, and personal profiles to reduce fragmentation across the app.
Profile & Subscription
Users expected a more unified and personalized experience, suggesting closer integration between subscription management, community feeds, and personal profiles to reduce fragmentation across the app.
Final Design
Final Design
How does Conjure work?
How does Conjure work?
Step 1
Step 1
Step 1
Onboarding
Onboarding
Onboarding
Users are guided through a tailored onboarding flow that captures their creative preferences. This personalisation engine help guide the recommendation provided to the users.
Users are guided through a tailored onboarding flow that captures their creative preferences. This personalisation engine help guide the recommendation provided to the users.
Users are guided through a tailored onboarding flow that captures their creative preferences. This personalisation engine help guide the recommendation provided to the users.
Conjure Mystery Box
Conjure Mystery Box
This also detemines what the users receive if they opt for a curated surprise selection aligned to their profile.
This also detemines what the users receive if they opt for a curated surprise selection aligned to their profile.
This also detemines what the users receive if they opt for a curated surprise selection aligned to their profile.
Step 2
Step 2
Step 2
Conjure Craft
Conjure Craft
Conjure Craft
At the heart of the experience sits the Conjure Craft marketplace. Users browse a diverse catalogue of crafts, explore tutorials for inspiration, and place their orders.
At the heart of the experience sits the Conjure Craft marketplace. Users browse a diverse catalogue of crafts, explore tutorials for inspiration, and place their orders.
At the heart of the experience sits the Conjure Craft marketplace. Users browse a diverse catalogue of crafts, explore tutorials for inspiration, and place their orders.
Explore and Inspire
Explore and Inspire
The discovery-first design encourages exploration, allowing users to be inspired before they commit.
The discovery-first design encourages exploration, allowing users to be inspired before they commit.
The discovery-first design encourages exploration, allowing users to be inspired before they commit.
Step 3
Step 3
Step 3
Receive your package!
Receive your package!
Receive your package!
Orders are fulfilled and delivered directly to the user's door. Whether a curated mystery selection or a specific craft choice, each package is designed to feel like the beginning of a creative moment. Receive a conjure branded package and start the creative exploration.
Orders are fulfilled and delivered directly to the user's door. Whether a curated mystery selection or a specific craft choice, each package is designed to feel like the beginning of a creative moment. Receive a conjure branded package and start the creative exploration.
Orders are fulfilled and delivered directly to the user's door. Whether a curated mystery selection or a specific craft choice, each package is designed to feel like the beginning of a creative moment. Receive a conjure branded package and start the creative exploration.
Step 4
Step 4
Step 4
Post and Connect
Post and Connect
Post and Connect
Once their craft is complete, users share their work within the Conjure community. This social layer transforms individual creative practice into a connected experience, fostering inspiration, community, accountability, and peer engagement.
Once their craft is complete, users share their work within the Conjure community. This social layer transforms individual creative practice into a connected experience, fostering inspiration, community, accountability, and peer engagement.
Once their craft is complete, users share their work within the Conjure community. This social layer transforms individual creative practice into a connected experience, fostering inspiration, community, accountability, and peer engagement.
Step 5
Step 5
Step 5
Return & Earn
Return & Earn
Return & Earn
Conjure closes the loop with a sustainable returns model. Users send back materials upon completion and receive a partial refund in return reducing waste, lowering the barrier to trying new crafts, and reinforcing long-term platform loyalty.
Conjure closes the loop with a sustainable returns model. Users send back materials upon completion and receive a partial refund in return reducing waste, lowering the barrier to trying new crafts, and reinforcing long-term platform loyalty.
Conjure closes the loop with a sustainable returns model. Users send back materials upon completion and receive a partial refund in return reducing waste, lowering the barrier to trying new crafts, and reinforcing long-term platform loyalty.
Wrapping Up
Wrapping Up
Future Scope….
Future Scope….
Looking Ahead
Looking Ahead
The Conjure service model holds significant potential for expansion. Community workshops, both digital and physical, could extend the platform beyond a marketplace into a true creative destination. Creator monetisation tools would empower skilled community members to share their expertise, further enriching the ecosystem.
Conjure is more than a craft delivery service, it is an infrastructure for creative living, and this project laid the foundation for what that could become at scale.
The Conjure service model holds significant potential for expansion. Community workshops, both digital and physical, could extend the platform beyond a marketplace into a true creative destination. Creator monetization tools would empower skilled community members to share their expertise, further enriching the ecosystem.
Conjure is more than a craft delivery service, it is an infrastructure for creative living, and this project laid the foundation for what that could become at scale.
The Conjure service model holds significant potential for expansion. Community workshops, both digital and physical, could extend the platform beyond a marketplace into a true creative destination. Creator monetisation tools would empower skilled community members to share their expertise, further enriching the ecosystem.
Conjure is more than a craft delivery service, it is an infrastructure for creative living, and this project laid the foundation for what that could become at scale.
*AI was used in the project for image generation
The Conjure service model holds significant potential for expansion. Community workshops, both digital and physical, could extend the platform beyond a marketplace into a true creative destination. Creator monetization tools would empower skilled community members to share their expertise, further enriching the ecosystem.
Conjure is more than a craft delivery service, it is an infrastructure for creative living, and this project laid the foundation for what that could become at scale.
*AI was used in the project for image generation
Wrapping Up
Wrapping Up
Wrapping Up
Reflection
Reflection
Reflection
Research is more than data….
Research is more than data….
Throughout our interviews, user testing, late night article binges, and general stats.. it wasn't the data that pushed our findings further. It was the real stories and experiences that drove Conjure to be a true solution for users. I'll definitely carry that into work moving forward.
Throughout our interviews, user testing, late night article binges, and general stats.. it wasn't the data that pushed our findings further. It was the real stories and experiences that drove Conjure to be a true solution for users. I'll definitely carry that into work moving forward.
Throughout our interviews, user testing, late night article binges, and general stats.. it wasn't the data that pushed our findings further. It was the real stories and experiences that drove Conjure to be a true solution for users. I'll definitely carry that into work moving forward.
Teamwork drives results
Teamwork drives results
Teamwork drives results
A great idea carried by a poor team will never reach it's full potential. Teamwork, truly caring for the people in your project, and understanding their struggles makes the end-results so much more impactful. Collaboration through honest communication is key, and this project taught me that.
A great idea carried by a poor team will never reach it's full potential. Teamwork, truly caring for the people in your project, and understanding their struggles makes the end-results so much more impactful. Collaboration through honest communication is key, and this project taught me that.
Love this project as much as I do?
Love this project as much as I do?
Shivali Meenakshi Murali © 2026
Shivali MM © 2025
Shivali Meenakshi Murali © 2026