Lead Designer : Liz Girdwood

Company Industry : Fashion & Retail

Services: UI/UX Design, Shopify Plus Design, E-commerce Strategy, Conversion Optimisation Industry: Luxury Fashion & Retail

REPRESENT is a global luxury fashion brand known for premium streetwear and craftsmanship. The challenge was to redesign their ecommerce platform to reflect their elevated brand positioning while improving usability, mobile experience, and conversion performance across global markets.

As the Lead UI/UX Designer, I was responsible for reshaping the entire customer journey — from homepage discovery to product detail pages and checkout flow — ensuring REPRESENT’s digital presence matched its premium product offering.

The original website struggled to balance immersive visuals with usability and conversion. Key challenges included:

Complex product ranges and seasonal collections

High-traffic sale events requiring specialist UX

Maintaining a premium aesthetic without sacrificing speed and performance

I led a research-driven UI/UX process including:

User journey mapping and behaviour analysis

Conversion-focused wireframing and prototyping

Design system and component library development

Two custom PDP templates for:

The solution combined luxury aesthetic design with performance-driven ecommerce UX, optimised across mobile and desktop.

+40% improvement in user engagement

-15% reduction in bounce rate

+30% increase in conversion and sales

REPRESENT reached over 1 million product sales

UI/UX Designer for Fashion Brands, Shopify Plus Designer, Ecommerce UX Designer, Luxury Fashion Website Design