Parnass E-commerce Website Redesign (UX/UI in Figma)
Denys Kuznietsov
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Posted Jan 29, 2026
Parnass is a Swedish family-owned company creating branded merchandise. The redesign transforms an old catalog into a modern, clear, premium B2B experience.
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Client
Parnass — promotional products & branded merchandise
Scope / Services
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
Business Needs
The old website felt outdated: weak visual hierarchy, not “premium” enough, messy navigation, hard product discovery, and product pages that didn’t scale well.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.
Research
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.
Design Process
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.
Results
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.
