Aadil Abedi | Calligraphy Artist & Creative Director
Amera Ibrahim
Snippet of Aadil Abedi's Landing Page
Overview
Aadil Abedi is an artist and creative director who brings a contemporary twist to calligraphy. As part of his independent practice, he runs an online store offering a range of products like original paintings, limited edition prints, clothing, and home decor.
His e-commerce website was originally built on Shopify, but he sought an upgrade to achieve a more customized design and to prominently showcase his brand partnerships with global names like Apple, Disney, and Rastah.
Aadil tapped me to design and develop his new website and Madeleine O. Teh to write the copy. The result is a bespoke website built on Webflow, seamlessly integrated with Shopify using the Smootify third-party tool. This integration bridges the gap between Webflow's design flexibility and Shopify's robust e-commerce capabilities, delivering an enhanced and highly tailored online shopping experience.
Team Members: Amera Ibrahim - Design & Web Development Madeleine O. Teh - Copywriting
Timeline: 3 Months
Target Audience
Before designing the website, we first mapped the customer journey and identified the target audience for Aadil’s website. Based on insights from Aadil, we focused on 3 key audiences:
Types of Audiences
Types of Individual Buyers
Individual Buyers - seeking paintings or prints for their home or as gifts
Individual Collectors - commissioning unique artworks tailored to their stories
Brand Partners - collaborating with Aadil to leverage his audience and achieve their business goals.
Customer Journey Maps
Based on the personas, here is the customer journey map that caters to the holistic audience and the specific journey of an individual buyer.
Legend:
Green - Individual Buyer
Blue - Individual Collectors
Purple - Brand Partners
Holistic Audience Customer Journey
Holistic Audience Website Journey
Individual Buyer Customer Journey
Individual Buyer Customer Journey Map
Visuals & Mockups
Snippet of Aadil's brand partnership with Apple
Snippet of Aadil's Brand Partnership with Disney's Aladdin
Snippet of Aadil's Brand Partnership with Disney's Aladdin Animation
Commisions page & it showcases Aadil's custom commissioned pieces
Snippet of Aadil's brand partnership with Rastah
Quote from Aadil Abedi
Snippet of the Shop All Page
Snippet of a Sample Original Painting Product Page
Web Animations
Aadil Abedi's Script Sample
The Foundation the Piece is the Verse Process
Key Takeaways
1. E-commerce Website Design
Gained a deeper understanding of designing effective online shopping experiences.
Focused on key elements like customer accounts, product details, add-to-cart functionality, and order management.
2. Integration Between Shopify, Webflow, and Smootify
Successfully bridged Webflow’s design flexibility with Shopify’s e-commerce capabilities using Smootify.
Understood the difference between traditional e-commerce platforms and headless commerce, which separates the front-end (what customers see) from the back-end (where product data is managed) through Smootify.
Learned how third-party tools can enhance functionality and customization in e-commerce projects.
3. Copywriting
Learned how to craft a tone of voice, selecting "gratitude" as Aadil's brand voice to build connection and focus on artistic, uncomplicated, and specific communication.
Gained clarity on when to use title case versus sentence case for effective e-commerce site design.
It was a rewarding journey that enhanced my technical skills and sharpened my approach to crafting seamless e-commerce experiences.
Special thanks to Aadil Abedi for trusting me with his website redesign and Madeleine O. Teh for being a supportive team member! 💜
Visit Website
Like this project
Posted Dec 5, 2024
Redesign of Aadil Abedi's e-commerce website built on Webflow and integrated with Shopify using Smootify.
