Role: Lead Web Designer & E-commerce Experience Strategist
Scope: UX/UI Design · Brand Identity · E-commerce UX · Conversion Design
Tools: Figma, Shopify, Replo, Custom CSS, Responsive Design Systems
🧠 Overview
Modimal is a modern women’s fashion brand focused on timeless design and conscious living. The objective of this project was to create a refined e-commerce experience that reflects the brand’s minimalist values while delivering a smooth, conversion-focused shopping journey.
The website needed to feel editorial and elevated, yet remain intuitive and scalable as the brand grows.
🚧 Challenge
Designing a premium fashion storefront involved several key challenges:
Translating a clean, sustainable brand identity into a digital shopping experience
Balancing visual storytelling with usability and performance
Presenting products in a way that feels curated, not cluttered
Building a flexible system for future collections and campaigns
Ensuring full responsiveness across all devices
✍️ Approach
I led the design from concept through execution, focusing on clarity, consistency, and craft:
Designed a minimal, fashion-forward UI using confident spacing and refined typography
Built a scalable design system in Figma to ensure visual consistency
Created modular, reusable components for product listings and collections
Developed high-performance pages using Replo within the Shopify ecosystem
Focused on imagery-led storytelling to elevate product presentation
Optimized navigation, filtering, and product detail flows to support conversion
Ensured seamless responsiveness across desktop, tablet, and mobile
✅ Outcome
The final result is a polished, scalable e-commerce experience that:
Strengthens the brand’s premium positioning
Enhances product discovery and shopping flow
Supports future growth with reusable components and layouts
Balances editorial aesthetics with commercial performance
The website positions Modimal as a confident, modern fashion brand—delivering a calm, elevated experience that turns browsing into effortless purchasing.