Role: Product Designer

Client Name: Deji & Kola

Industry: Luxury Fashion & E-commerce

Scope: End-to-end UX/UI design, custom measurement tools, customer account system, and design system development.

Year: 2024

Deji & Kola is a premium Nigerian menswear brand blending timeless craftsmanship with modern sophistication. They specialize in suits, shirts, kaftans, and agbadas, serving style-conscious men who value both cultural heritage and global fashion standards.

The existing website lacked the tools to reflect Deji & Kola's luxury brand identity and didn't support the personalized tailoring services they were known for in-store. Customers had limited options to customize or manage their orders, leading to friction in conversions, fit anxiety, and reduced repeat sales.

My role was to redesign the platform end-to-end, digitizing the brand's bespoke tailoring experience, reducing fit anxiety, and enabling seamless custom orders across their Nigeria, UK, and Canada markets, creating a digital experience that mirrors the luxury and personalization of their physical showrooms.

I conducted a competitive analysis of luxury menswear sites (Indochino, Suitsupply, Huntsman) and interviewed 5 existing customers, as well as 3 sales staff, to understand their pain points.

Key findings: customers wanted fit confidence before purchasing, repeat buyers were frustrated re-entering measurements every time, and the brand was spending hours on back-and-forth emails answering basic sizing questions.

The target audience comprises professionals seeking reliable business attire, grooms and wedding party members requiring bespoke garments for special events, and style-conscious men seeking premium tailoring without the need for multiple showroom visits.

The goal was to digitize Deji & Kola's in-person tailoring expertise, building tools that reduced fit uncertainty, captured customer data for repeat purchases, and maintained the luxury feel that justified their premium pricing.

Five pathways for customers to get a proper fit Smart Sizes: A guided questionnaire that generates fit recommendations based on body type and preferences. Modify a Standard Size: Lets customers adjust standard measurements at specific points. Measure Your Own Suit: A step-by-step visual guide for self-measurement. Mail Us a Sample: Customers can send a favorite garment to replicate the fit. Schedule a Visit/Virtual Consultation: Seamlessly book an in-person or video fitting session.

Giving people options mattered, since everyone's comfort with measuring themselves is different.

The account system saves measurements, tracks orders through each tailoring stage, and lets customers reorder in one click using their saved sizes. This mattered just as much as the measurement tools themselves, since it's what actually brings customers back.

The hardest part was designing measurement tools that felt simple but still captured accurate data, too much guidance felt patronizing, too little left people confused. I also had to design for international customers who couldn't easily visit a showroom, while still keeping things smooth for the ones who could.

Working with two developers over two months, I delivered the full redesign, now in its final development stages. Prototype testing with ten customers across their markets showed people found the interface simple and easy to use, and responded well to the Smart Sizes flow and the saved measurement feature.

One lesson I learned is that luxury isn't just about how something looks, it's about removing friction from premium experiences. The measurement tools needed to feel like expert guidance, not homework. Building the customer account system properly was just as important as the flashy features, because that's what drives repeat business. When you're selling premium products online, confidence in fit is everything.