Cartonomy: Shop of Mom Report

Editorial design that visualizes consumer behavior through accessible, data-driven storytelling

Project Type

Editorial Design / Infographics / Internal & External Comms

About the Client

Cartonomy is a startup focused on group e-commerce. It allows people to collaboratively shop for shared household, family, or social needs — streamlining lists, product comparison, and fulfillment into a single shared platform.

My Role

Tools

  • Adobe InDesign

  • Adobe Illustrator

  • Google Slides (integration for presentations)

Cartonomy conducted research into how mothers — a key customer group — shop online collaboratively. My task was to turn this research into a clean, digestible, and visually engaging report that could serve multiple purposes:

  • Internal product insights

  • Investor conversations

  • Marketing materials

  • Downloadable press asset

The Work

Working from raw data, user quotes, and internal copy, I:

  • Created a modular editorial system with flexible content blocks

  • Designed custom infographics and iconography to explain behavioral trends

  • Balanced brand tone (friendly and smart) with editorial credibility

  • Applied layout rhythm for easy skimming — using white space and color to guide flow

I collaborated with both the design and marketing leads to ensure the document could work as both digital PDF and printed deck.

Outcome

The Shop of Mom report became a foundational piece for external conversations. It helped Cartonomy articulate its value proposition with data-backed clarity, and reinforced the company’s focus on user-informed e-commerce.

Why It Matters

This project required strategic thinking, visual hierarchy, and narrative framing. I wasn’t just decorating slides — I was translating human behavior into visual systems that moved stakeholders, built credibility, and connected with real-world users.

  • Infographic Designer

  • Layout Designer

  • Visual Systems Contributor

The Goal