Modimal E-commerce Experience Design

Figma Link: https://www.figma.com/community/file/1285268566121594200/modimal-women-clothing-website Modimal : Women’s Fashion E-commerce Experience

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

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.

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

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

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.