Luxury furniture, digitally native.
Furlenco's parent company launched Prava, a luxury furniture and lifestyle brand inspired by the Sanskrit word 'Pravaha' (flow). I designed the entire digital experience end-to-end. The challenge: establishing trust in a premium category where people don't buy furniture the way they buy electronics.
Buying luxury furniture online is fundamentally different from buying tech, fashion, or even rental furniture. The stakes are higher, the decision slower, and the trust model is entirely different.
A ₹2L sofa isn't an impulse buy. People research for weeks, visit showrooms, touch fabrics. The digital experience had to match that deliberation.
In luxury, people need to feel, sit, and see in their space. A product grid with stock photos doesn't build the confidence to click "Buy".
Prava isn't selling units, it sells collections, aesthetics, an evolving relationship with your living space. The UX needed to carry that story.
The web experience was envisioned as a digital extension of a premium physical experience centre, translating the luxury, feel, and interactivity of an in-store furniture-buying journey into an immersive online platform.
From site map to screen flows, defining how themes, products, cart, and checkout connect across the experience.
Option A combined the product and theme story in one experience. Option B gave themes an exclusive story page accessible from both themes and rooms pages.
Mapping out the competitive landscape and structuring Prava's content around themes, rooms, and product categories, not the typical e-commerce taxonomy.
Low-fidelity screens covering the full journey, homepage, theme browsing, product detail, cart, and checkout, before committing to visual design.
Wireframes gave us the structure, but the real refinements happened when we moved to visuals. Every screen was revisited, spacing tightened, hierarchy sharpened, and interactions rethought with real content and imagery in place.
Every UX decision was filtered through one question: does this make the experience feel worthy of a premium purchase?
Instead of "Sofas → Dining → Beds", Prava opens with curated collections, Floral Affair, Abstract Energy, BOHO Earth, Eclectic Glamour. You browse by aesthetic, not by furniture type.
Rich photography, material close-ups, dimension overlays, room visualisation. Every screen answers the question a showroom visit answers: "Will this work in my space?"
Prava's signature programme lets customers refresh their furniture with annual collections. The UX had to make this unconventional model feel natural and desirable, not confusing.
Four launch collections, each with a distinct visual identity, designed to feel like entering a different room, not scrolling a different filter.
High-fidelity screens across all flows, homepage, theme browsing, product detail, cart, and checkout, built with real Prava imagery and materials.
The desktop version wasn't a scaled-up mobile app. People browse furniture on their laptops with intent, comparing options, leaving tabs open for days. We designed the web experience around that behaviour.
Exploring layout, navigation, and content hierarchy for the wider canvas before committing to visuals.
High-fidelity desktop screens bringing the wireframes to life with Prava's visual language.
Luxury furniture needs luxury UX.
Not louder, more considered.
Prava taught me that trust in premium categories is built through restraint, materiality, and giving people confidence that what arrives will match what they imagined.
