Urban Edge Clothing E-Commerce Redesign with AI Styling

Overview Urban Edge Clothing is a streetwear brand looking to strengthen its online presence and connect with a younger, style-conscious audience. The goal was to redesign their e-commerce experience to be more seamless, visually bold, and aligned with their urban brand identity.

Challenge The original website struggled with cluttered navigation, poor product hierarchy, and a lack of storytelling. Users found it difficult to explore collections, and the brand’s personality wasn’t coming through in the digital experience.

Solution I designed a clean, responsive shopping platform that merges functionality with brand energy:

Streamlined Navigation: Clear, minimal flows for browsing categories and collections.

Immersive Product Pages: High-impact visuals with quick-view and smooth cart access.

Brand Storytelling: Editorial-style layouts that highlight seasonal drops and collaborations.

Mobile-First Design: Optimized for on-the-go shopping with intuitive gestures.

AI Styling Studio: Users can upload their image to preview multiple hairstyles matched to their face shape. The studio integrates booking for professional cuts and styling sessions, bridging fashion with grooming services.

My Role UI/UX Designer — led end-to-end product design, from wireframes and interaction flows to final high-fidelity mockups and style guide.

Reduced friction in checkout flow.

Increased discoverability of new drops and collections.

Built a stronger emotional connection between brand and audience through design.

Added new AI-powered personalization that transforms the platform into both a fashion hub and professional styling service.