Most camera store homepages try to do ten things at once. This project was about making that feel like one clear path.

Camore is a concept project for an online camera store. The brief offered a choice between a homepage and a product page, with one rule that shaped every decision I made: the design had to be creative and unique, but not overly complex for developers to build.

I chose the homepage, because that's where the "ten things at once" problem lives. In a single scroll it has to introduce the brand, help people find the right category, sell specific products, earn search traffic and promote a deal. Holding a clear hierarchy across all of that felt like the harder problem, and the more interesting one.

Once the brief was covered, I kept going. For this portfolio version I added four sections the brief didn't ask for and designed the mobile homepage. I also built the page on a component system with hover states and connected a working prototype of the mega menu.

This case study walks through how I got there:

A shopper landing on Camore should know what it sells before they scroll. The first headlines, “Focus on What Matters” and “Precision in Every Frame”, could have belonged to a photography studio, so I rewrote the hero to lead with the product: “Professional Gear. Built for the Job.” A product shot and a single Shop Now button back it up.

Shop by Category comes straight after the benefits bar, with tiles for Cameras, Lenses and Accessories. They use the same names as the navigation and mega menus, and each one says how much is inside, from 500+ camera models to 2,000+ essentials, so shoppers can judge the range at a glance.

Before someone spends thousands on a camera, they want to know what happens if something goes wrong. The benefits bar sits directly under the hero and answers four of those worries up front: shipping, warranty, returns and who to ask for help. Each promise gets a short title and one line of detail, so the whole bar reads in a glance.

The rest of the page backs those promises up. The store copy explains that every product is chosen by photographers who use it on real jobs, and the footer gives a phone number for a gear expert, with the hours they answer. I kept the proof to things Camore could actually offer, which is why there are no award badges.

Camera gear locks people into a system. Once someone owns Sony lenses, their next body is usually a Sony too, so one of the first things they check is whether a store carries their brand. Shop by Brand answers that right after the categories, with six brand tiles that each show how many products sit behind them, and a View all brands link for the rest.

The same six brands, in the same order, appear in the By Brand column of the mega menu and as chips in the mobile menu drawer. It’s the same approach as the categories: one list, used everywhere, so the store looks the same wherever a shopper starts.

Once shoppers know Camore stocks their brand, they want help narrowing the choice. Featured Products picks four items across cameras, lenses, lighting and memory, and every card answers the same questions in the same order: whose is it, what is it, what do other buyers think of it, and what does it cost.

Sale items carry a badge with the saving in dollars and show the old price beside the new one, so the deal is clear at a glance. Every card ends on one Add to Cart button, and the hover state lifts the card so it’s obvious which one you’re about to add. Further down, Shot on Camore is built for customer photos, each tagged with the camera and lens behind it, which shows what the gear can do in a way a spec sheet can’t.

Price is often the last thing standing between a shopper and a new camera, so the page gives two ways to bring that number down. The first is Trade-in, which I gave its own section because it answers “I can’t afford it” better than a discount can. It explains the whole process in three steps (get an instant quote, ship it free, get your credit), with How grading works right beside the main button for anyone who wants the detail first.

Next to the steps, an example quote card shows an item, its condition grade and the credit it earns: a Nikon Z f with a 40mm lens, in Fair condition, for $980 in store credit. It lets shoppers picture what their own gear might be worth before they ask for a quote. The second option is the 30% Off Cameras banner further down, with a countdown to when the offer ends, so the saving has a clear deadline.

The navigation uses the same four categories as the rest of the page: Cameras, Lenses, Accessories and Sale. Hovering any of them opens a mega menu with the same layout every time: three columns of ways to browse, a featured product or offer on the right, and a Shop all link for the whole category. The page behind dims while a menu is open, so the menu has the shopper’s attention without hiding where they are.

I connected all four menus into a working Figma prototype, so anyone reviewing the design could hover through them the way a shopper would. The recording below runs through each menu in turn.