Case Study: Designing an e-commerce platform for a fashion department store

Overview

Desktop Homepage

I designed a new e-commerce platform for a Dutch fashion department store. The focus was on creating a cohesive visual identity that aligned with their branding and delivered an engaging user experience. The goal was simple: craft a seamless shopping experience optimized for both mobile and desktop users. This case study highlights my design process, key decisions, and the impactful features I incorporated to enhance usability and boost conversions.

Approach

Mobile-First Design

The process began with mobile. Small screens demand clarity and simplicity. I prioritized seamless navigation and intuitive interaction, ensuring a user-friendly experience. Once the mobile designs were solidified, I adapted and expanded them for desktop, utilizing the larger screen space to enhance the overall design and functionality.

Mobile Homepage

Focus Areas

Product Listing Page (PLP)

I designed clean, visually appealing layouts that showcased products with high-quality images and essential details.

Filters and sorting options were crafted to ensure quick and intuitive navigation for users.

Product Detail Page (PDP)

Collapsible sections like “Product Details” and “Materials” kept the page organized and easy to scan.

The image gallery featured zoom and carousel functionality to provide users with an immersive product-viewing experience.

Custom Checkout Flow

I conceptualized a streamlined checkout process tailored to reduce friction and increase completion rates.

Clear progress indicators and simplified steps guided users effortlessly through their purchase journey.

Shop the Look

I introduced a “Shop the Look” feature, allowing users to purchase curated outfits seamlessly. This innovation not only simplified the shopping experience but also boosted average order values.

Mobile Product Listing Page & Filters

Collaboration and Handoff

Collaboration played a vital role in this project. I worked closely with developers to ensure the designs were practical and ready for implementation. Key elements such as typography, grids, and layers were meticulously aligned with Tailwind CSS to facilitate a smooth handoff. Regular check-ins ensured that every design detail was preserved during the build phase.

Desktop Product Listing Page

Key Outcomes

Scalable Design System: I designed over 15 unique pages, each with multiple variations, ensuring flexibility for future updates.

Developer-Friendly Assets: The designs were structured to align seamlessly with Tailwind CSS, expediting the development process.

Optimized Conversions: Insights from previous projects informed the design of the checkout flow, resulting in higher completion rates.

Enhanced User Experience: Features like collapsible PDP sections and the “Shop the Look” functionality provided a richer, more engaging shopping experience.

Mobile Custom Check Out Flow

Conclusion

This project highlights the power of thoughtful design in creating a successful e-commerce platform. By focusing on user needs and collaborating closely with developers, I delivered a visually stunning and highly functional solution that aligns with the client’s goals and sets the stage for long-term success.

Behind the scenes in Figma

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Posted Jan 15, 2025

Designed a mobile-first e-commerce platform for a fashion store, featuring a custom checkout, engaging product pages, and a seamless user experience.

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Timeline

Nov 6, 2024 - Dec 10, 2024