Parnass E-commerce Website Redesign (UX/UI in Figma)

Parnass — promotional products & branded merchandise

UX: key scenarios, CTA logic

IA: catalog structure, navigation

UI: Scandinavian minimalism, hierarchy, typography

Design system: components, states, page templates

Prototypes: clickable flows

Responsive: desktop / tablet / mobile breakpoints

The old website felt outdated: weak visual hierarchy, not “premium” enough, messy navigation, hard product discovery, and product pages that didn’t scale well. The client also wanted to shift the main action from “Get quote” to an order form, highlight credibility (since 1954, AAA rating, awards), show brands they work with, and make buyers feel confident — not awkward — when choosing merchandise.

To avoid designing “just pretty screens,” I reviewed Swedish competitors and international merch services. The pattern was clear: the best sites instantly explain what they sell, use a clear CTA, support discovery with search/filters, and build trust through people and partners. I translated these insights into page structure and UI rules: less hero clutter, stronger catalog navigation, better readability, and visible trust signals.

My goal wasn’t to “make it look nice.” It was to build a clear, trustworthy, and fast experience for people who often buy under pressure and simply want a reliable partner.

The outcome was not just a new look, but a scalable structure the client can maintain: a clearer catalog, reusable page templates, a component system, and responsive layouts — all built around product discovery, clear pricing, and brand trust.