Deji & Kola Website Redesign | UIUX Design
Mabel Okeke
Redesigning Deji & Kola’s Digital Experience
Project Overview
Role: Product Designer
Client Name: Deji & Kola
Industry: Luxury Fashion & E-commerce
Objective: Redesign the e-commerce platform to digitize the brand's bespoke tailoring experience, reducing fit anxiety and enabling seamless custom orders across their Nigeria, UK, and Canada markets.
Scope: End-to-end UX/UI design, custom measurement tools, customer account system, and design system development.
Duration: 2 months [2024]
OLD HOME PAGE
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. My role was to redesign their e-commerce platform end-to-end, creating a digital experience that mirrors the luxury and personalization of their physical showrooms.
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.
NEW PRODUCT PAGGE
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.
OLD PRODUCT PAGE
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.
NEW PRODUCT DETAILS PAGE
My goal was to digitize Deji & Kola's in-person tailoring expertise. This meant building tools that reduced fit uncertainty, captured customer data for repeat purchases, and maintained the luxury feel that justified their premium pricing.
OLD PRODUCT DETAILS PAGE
I designed 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: 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.
JACKET CUSTOMIZATION MODALS
The customer account system saves measurements, tracks orders through tailoring stages, and enables one-click reordering with saved sizes.
The biggest challenge was designing measurement tools that felt simple but captured accurate data. Too much guidance felt patronizing, too little left customers confused. I also had to create for international customers who couldn't easily visit showrooms, while maintaining integration points for those who could.
CUSTOMIZATION OPTIONS MODAL
Working with 2 developers over 2 months, I delivered the complete redesign, which is currently in final development stages. Through prototype testing with 10 customers across their markets, the Smart Sizes feature received strong positive feedback for reducing fit uncertainty, and the saved measurement system was cited as a key reason testers said they'd return for repeat purchases.
COMPLETED ORDER DETAILS SCREEN
One of the lessons I learnt 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.
The real insight? when you're selling premium products online, confidence in fit is everything.
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Posted Sep 29, 2025
Redesigned Deji & Kola's ecommerce platform to enhance luxury and personalization.
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Timeline
Feb 28, 2024 - Apr 30, 2024
