An online urban brand that offers a wide selection of clothing and accessories from both its own in-house brands and a selection of popular fashion labels.



My Role:

UI Designer



Service Provided:

Creative Direction, UI Design, Website Design


In the dynamic landscape of online retail, my goal was to revolutionize the digital presence of a prominent urban brand. The brand sought to establish itself as a trendsetter in the online fashion domain. My mission was to create a seamless and visually engaging e-commerce platform that not only showcased the diverse product range but also provided an exceptional user experience for both web and mobile users.

Project goals

  • Enhance User Experience: Prioritize an intuitive and enjoyable user experience across devices, fostering easy navigation and exploration of the extensive product catalog.

  • Brand Showcase: Showcase the brand's unique identity through a visually compelling design that encapsulated its urban ethos, while maintaining a balance with the individual aesthetics of in-house and curated brands.

  • Mobile Optimization: Recognizing the growing trend of mobile commerce, ensure seamless functionality and an engaging interface for users accessing the platform on various mobile devices.

  • Efficient Product Discovery: Implement features that facilitate efficient product discovery, including personalized recommendations, filters, and an organized categorization system.

  • Streamlined Checkout Process: Simplify the checkout process to minimize friction, encouraging users to complete their purchases with ease.

Main challenges

  • Diverse Product Range: Integrating a vast array of products from both in-house brands and external labels while maintaining a cohesive and aesthetically pleasing user interface.

  • Cross-Platform Consistency: Achieving a consistent and harmonious user experience across web and mobile platforms, considering the differences in screen sizes and interactions.

  • Brand Representation: Capturing the essence of the brand while accommodating the diverse visual identities of various fashion labels, ensuring each product feels like an integral part of the brand ecosystem.


This project was about crafting an immersive online shopping experience that resonated with the brand's identity and catered to the evolving preferences of a fashion-forward audience. By seamlessly integrating technology, design, and brand ethos, I managed to elevate the brand's online presence and set new standards for urban fashion e-commerce.