Céleste
An online store for a modern women’s fashion brand. Goal: fast product discovery, clear flows and a smooth checkout on mobile and desktop. I led design end to end, collaborated with a developer and a project manager and worked directly with the client. I presented the final design decisions.
Visual Design
Project Overview
Industry: E-commerce
Timeline: 1 month
My Role: UX/UI Designer
An online store for a modern women’s fashion brand. Goal: fast product discovery, clear flows and a smooth checkout on mobile and desktop. I led design end to end, collaborated with a developer and a project manager and worked directly with the client. I presented the final design decisions.
Challenge
Launch a premium e-commerce website from zero that feels elegant yet simple. Keep navigation obvious, make filtering and search fast, and ensure a low-friction checkout for both guests and signed-in users.
Results
Validated by post-launch analytics and a focused UX audit at 1 and 3 months.
Note: Metrics come from GA4 events via GTM and Hotjar session data after launch.
Process
Research and Analysis
Competitor review in luxury apparel, 6 user interviews, early content and taxonomy review. Key insight: users want quick scannable categories, trustworthy size and material info and a short path to checkout.
Information Architecture
Navigation centered on Shop, New, Collections, About, and Account. Catalog organized by category, size, color, and fit. Clear entry points to Cart and Checkout. Returns placed inside Profile for easy access.
Wireframing and Prototyping
19+ mid-fi wireframes for Home, Catalog, PDP, Cart, Checkout. Clickable flows to validate filtering speed and checkout steps. Microcopy for CTAs and states: Add to bag, Size guide, Apply code.
Usability Validation
Lightweight sessions with target users. We simplified filter groups, made size guide more visible above the fold, clarified delivery and returns, and reduced distractions in checkout.
Visual Design and Style Guide
Clean, airy layout with premium photography. High-contrast CTAs. Compact UI kit with buttons, inputs, badges, cards and form messaging. Consistent spacing and type scale for quick handoff.
Key Solutions
Product discovery: clean catalog, fast filters, prominent search
Personalization: recommended items on Home and PDP
Checkout: streamlined multi-step flow with progress
Support: live chat and a simple Returns Hub in Profile
Trust: visible size guide, materials and delivery info
Stack
Conclusion
We launched a premium store from zero with clear navigation, quick filtering, and a short, reliable checkout. Early analytics show healthier add-to-cart and higher checkout completion. Next steps: A/B test filter defaults, refine PDP info hierarchy and expand dashboards for funnel health and CTR.