,
E-commerce
,
2025
Designing an interface that feels editorial and unpolished while still functioning as a clear, scalable e-commerce product.
Translate brand DNA into UI
Improve hierarchy for shop and navigation
Keep editorial mood while making the experience usable and scalable
The brand already had a website, but its digital presence didn’t fully reflect the raw, effortless identity of the clothing.
The goal was to translate the brand’s DNA into a more expressive, modern interface without over-designing it.
The product listing experience was restructured to improve clarity and navigation
Breadcrumbs added for better orientation
Product imagery expanded to include both flat shots and on-model views, supporting more confident product exploration
Filters were placed in a sticky bottom panel to remain accessible throughout browsing without interrupting the visual flow. On mobile, the same bottom placement aligns with the thumb-friendly reach zone, improving one-handed usability on larger screens and reducing interaction friction
The product page was redesigned to support visual decision-making before purchase.
Full-screen imagery improves product visibility
Model sizing information was added for context
Product details, sizing, and shipping information were reorganized into a structured, fixed panel
The blog was introduced as a way to build a stronger connection with a young brand audience through street culture, production stories, and behind-the-scenes content.
It also supports relevant SEO and AI search logic, where discoverability is driven by contextual relevance and topic coverage rather than individual keywords.
This redesign transforms the website from a purely transactional storefront into a cohesive brand and commerce experience.
While no live data was available, the redesign is expected to support measurable improvements across key e-commerce metrics:
Increased product discovery through clearer navigation and in-context filtering
Higher PDP engagement due to full-screen imagery and improved fit context
Improved conversion rates by reducing cognitive load during decision-making
Longer session duration driven by editorial content and topical relevance
Stronger organic discoverability over time through topic-based content rather than keyword-only SEO