Concept, 2026
A redesign of the rubankov.ru hand woodworking tool shop: a clickable prototype on the real catalogue — 24 screens, a card for every product type, a first-set picker, the school, gifts and a storefront for the Petrograd factory.
Rubankov is a hand woodworking tool shop in St Petersburg and Moscow with its own Petrograd factory: chisels, planes, sharpening stones, axes, a woodworking school and a festival. The site calls itself “The revival of woodworking”, yet the storefront worked like a price list: a chisel with 19 widths, a set and a plane all had the same “name, code, price” table, and the difference between variants showed only in long product names.
We went through the site as customers on a phone, with real orders, and worked the new storefront out down to every card: how to choose a chisel width, a stone grit, a jointer length and a plane's body wood, what to take with a plane, where a beginner should start and what to give a craftsman. It all became a clickable prototype on the shop's real products, prices and photos, which can be walked through from the home page to checkout.
24 screens for phone and computer, in two palettes.
Customer tasks instead of news: “I'm starting woodworking”, “I carve spoons and bowls”, “I sharpen tools”, “I'm looking for a gift”, “I want to learn”. Below — new arrivals, school workshops, Rubankov TV videos, the festival and the factory.
Everyone finds their own way in, and the shop shows at once what sets it apart from a marketplace.
What do you want to do — joinery, carving and spoons, or carpentry; how complete a set you need; whether you already have something to sharpen with. The set is built from what is in stock today, with a “why this” note and a workshop sign-up next to it.
A beginner buys a first set without studying a hundred chisels.
Joinery, carving, sharpening, axes, marking, workbenches, finishing — eight groups instead of 34 sections. Each group shows subsections as chips with item counts, and a section opens with a short guide: “Not sure which width to start with?”.
The right shelf is a couple of taps away.
Each section has its own: planes filter by type, purpose (smoothing, jointer, rebate, round, moulding…) and brand with item counts. On a phone the filters open with a button; product tiles show price, stock and pay-in-parts.
A plane is found by the job, not by scrolling through all 23.
19 widths as buttons, the selected one on a blade drawing, next to it its own price, stock and pick-up. When it is out of stock, the price stays and “Notify me” replaces “Add to cart”.
You see how 6 mm differs from 20 mm, and the customer stays even when a size is missing.
A video and a master's three steps to get the chisel ready, factory honing as a service, stones people buy with the chisel. Specs in a separate block: steel, hardness, bevel angle, handle, origin.
The card explains what the higher price pays for and offers what goes with it without pushing.
Ten stones on a coarse-to-fine scale split into stages: bevel, sharpening, honing.
A stone is chosen by the job, not by its grit number.
Three versions — body and blade on one drawing, below a table of only what differs.
The difference in length is obvious without reading three descriptions.
The block plane comes in beech, sucupira and black hornbeam, with a photo, price and stock, other woods to order. Round planes have six radii with the cut profile drawn to scale, and honest stock: “7 in stock, then made to order in 6–8 weeks”.
Versions differ by what the eye sees, not by an article number.
A simple product — price, stock, one button and specs from the description. Luban N3 gets “Take it together”: a 207 mm side fence, clamps, a holder and factory drilling, each with a line on why.
Compatible items don't get lost in description text.
Eight compositions as chips with chisel widths, what each includes, and the maths: 16,140 ₽ separately, 14,500 ₽ as a set.
The savings are shown in numbers.
Products of one kind are compared together — Luban N5 next to Dictum N5 — with an option to show differences only. Favourites show stock, “Add everything available to cart” and “Share the list”.
Choosing between two planes takes one table.
Delivery shows “a date, not a lead time”: pick-up, CDEK, Russian Post and courier each with its date and price. The account has order steps, tracking, the receipt, a chat with the manager and “Repeat order”.
“Where is my order?” is answered without a phone call.
A workshop schedule with online sign-up and payment; a course shows its dates as buttons and one “Sign up for 26 October and pay” button; e-tickets for the festival instead of the box office at the door.
Signing up and paying take no phone call.
Picks by budget and the factory's signature axes, with a hint whether delivery makes it before the holiday. The gift card has all denominations on one card instead of six products, plus an e-card sent by e-mail.
Even someone who knows nothing about tools can pick a gift for a craftsman.
A separate factory storefront on the same components: its own look and maker's mark, series, a dealer map and a wholesale portal.
The factory gets its own site without separate development.
The familiar red and graphite or the warm “Workshop” palette, switched with one button. The new storefront launches next to the old one: a “New version” banner, “Back to the old site” and a “What's wrong?” form on every page, with a reason and a screenshot.
An update with no risk to sales, and the shop hears about problems from customers themselves.
The owner judges the storefront on the shop's own products, not on static mock-ups.
The new storefront sits on top of the shop's engine: the admin panel, 1C, hosting and page addresses stay, and the old version is one click away.
Steel, video and a master's advice at hand explain what the higher price pays for.
Twenty findings — from places where customers drop off to technical errors — each with a recommendation for the administrator on how to fix it.
The site speaks of reviving woodworking, but red and graphite didn't convey it. The “Workshop” palette — stained oak, linen, brass, cinnabar — and serif headings bring the craft and its history back to the storefront.
Concept. Proposed to the shop in October 2026, not taken into work. The prototype is open to click through.
Parlez-nous-en : nous répondons dans un délai d’un jour ouvré et proposons par où commencer.
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