The studio

Hello,
we’re dbk.

We’re a boutique Shopify agency in Rotterdam, working closely with founder-led fashion, beauty and lifestyle brands to turn what makes them special into thoughtful online shopping experiences.

We believe good design starts with understanding the people behind the business. Their story, their ambitions and the customers they’re trying to reach.

We're in the studio
in Rotterdam
Replies within 24 hours, Monday to Friday.

From designing for thousands to working one-on-one.

Before starting Design by Karina, I worked in product design at Uber’s Money Design team in Amsterdam, helping shape payment experiences for drivers.

The work had a real impact on people’s lives. But working at that scale also meant a certain distance. I could see the numbers, the user journeys and the impact of the product, but I didn’t always get to know the people behind them. Their stories, what had brought them there or what they were hoping to build.

I wanted something different.

I wanted to sit down with the people I was designing for. To hear how they started their businesses, what they cared about most, what kept them up at night and where they wanted to go next. To understand not just what their website needed, but the people and ambitions behind it.

That’s why I started Design by Karina.

Today, I get to work closely with founders, understand what makes their businesses special and figure out how design can help them move forward. Every project starts with a conversation, and no two stories are the same.

Behind every business is someone who took a chance on an idea and decided to build something of their own. Getting to be part of that journey, even in a small way, is what makes this work meaningful to me.

Our journey

16+

A foundation in design.

More than 16 years ago, Karina begins working in digital design, creating websites and digital experiences for businesses with ideas worth bringing to life.

2023

Product before pixels.

Karina joins Uber’s Money Design team in Amsterdam, working on payment onboarding for drivers. The experience deepens her understanding of trust, user behavior and the decisions behind a good digital experience.

2024

Design by Karina takes shape.

Based in Rotterdam, the studio grows around a more personal way of working: getting to know the founders behind the businesses and creating digital experiences around their ambitions.

2026

One thing, done properly.

The studio sharpens its focus on strategy-led Shopify stores for fashion, beauty and lifestyle brands, bringing brand thinking, UX and development together under one roof.

Today

Different brands, shared ambition.

Working with brands across the Netherlands, Belgium, Italy and Brazil, creating digital experiences for businesses with their own stories to tell.

The house rules

A cup of coffee on a stack of books in morning light

Rule 01

Research

Strategy
before pixels.

Before opening a design file, we want to understand who you’re building for, what your customers need to know and what might be stopping them from buying. Every project starts with these questions, because a beautiful store built on assumptions is still built on assumptions.

Research

Strategy

Written brief

Rule 02

Discovery

Get the
foundations right.

We agree on the structure before designing individual pages. You’ll review and approve the sitemap first, so we’re solving the right problems before investing time in the details.

Sitemap

Scope

Project brief

A tidy desk with one laptop and one screen

Rule 03

Focus

Fewer projects.
More care.

We deliberately limit the number of projects we take on at a time. That means Karina stays closely involved, decisions don’t get lost between teams and your business gets the attention it deserves.

Direct collaboration

Personal involvement

Rule 04

Communication

Say it
straight.

Clear expectations make for better projects. We agree on the scope, price and timeline before work begins, and we’ll tell you honestly when something isn’t worth the investment, even when the easier answer would be yes.

Rule 05

Growth

Launch is
the starting line.

Your store shouldn’t stand still while your business grows. After launch, we can use available customer behavior and store data to identify opportunities, prioritize improvements and keep making the experience better.

A cup of coffee on a stack of books in morning light

Rule 01

Research

Strategy
before pixels.

Before opening a design file, we want to understand who you’re building for, what your customers need to know and what might be stopping them from buying. Every project starts with these questions, because a beautiful store built on assumptions is still built on assumptions.

Research

Strategy

Written brief

Rule 02

Discovery

Get the
foundations right.

We agree on the structure before designing individual pages. You’ll review and approve the sitemap first, so we’re solving the right problems before investing time in the details.

Sitemap

Scope

Project brief

A tidy desk with one laptop and one screen

Rule 03

Focus

Fewer projects.
More care.

We deliberately limit the number of projects we take on at a time. That means Karina stays closely involved, decisions don’t get lost between teams and your business gets the attention it deserves.

Direct collaboration

Personal involvement

Rule 04

Communication

Say it
straight.

Clear expectations make for better projects. We agree on the scope, price and timeline before work begins, and we’ll tell you honestly when something isn’t worth the investment, even when the easier answer would be yes.

Rule 05

Growth

Launch is
the starting line.

Your store shouldn’t stand still while your business grows. After launch, we can use available customer behavior and store data to identify opportunities, prioritize improvements and keep making the experience better.

A note from the founder

Behind every business, there’s a person.

That’s what I wanted to get closer to when I started Design by Karina. The people with an idea, a reason for starting and something they’re working hard to build.

I want to understand what matters to you before deciding what your website should look like. To hear your story, understand your ambitions and work out how design can help you get where you want to go.

Because for me, this work has never been just about websites. It’s about the people building something of their own, and getting to be part of that journey.

Karina Paviotti · Founder, strategy & design

A note from the founder

Behind every business, there’s a person.

That’s what I wanted to get closer to when I started Design by Karina. The people with an idea, a reason for starting and something they’re working hard to build.

I want to understand what matters to you before deciding what your website should look like. To hear your story, understand your ambitions and work out how design can help you get where you want to go.

Because for me, this work has never been just about websites. It’s about the people building something of their own, and getting to be part of that journey.

Karina Paviotti · Founder, strategy & design

Who you’ll work with

A personal approach, with the right people around the table.

Every project is led by Karina, who oversees the strategy, design and direction from start to finish.

Karina Paviotti, founder of Design by Karina

Karina Paviotti

Founder · Strategy & Design

Karina Paviotti, founder of Design by Karina

Karina Paviotti

Founder · Strategy & Design

Jackie, the studio's ginger Maine Coon, sitting on Karina's desk

Jackie

Head of morale · Studio cat

Jackie, the studio's ginger Maine Coon, sitting on Karina's desk

Jackie

Head of morale · Studio cat

Development, content and marketing specialists

Trusted specialists

Brought in when the project calls for it

Development, content and marketing specialists

Trusted specialists

Brought in when the project calls for it

You get the closeness and care of a boutique studio, with the flexibility to bring together the skills your project needs.

Book a call with Karina