This project revamped an upmarket fashion retail website specialising in Qi Pao/Cheongsam — traditional Chinese dresses — and European designer fashion. The goal was to elevate the brand's digital presence and deliver a seamless shopping experience for a sophisticated, fashion-conscious audience.
Type Retail Website
Brand
Hana Fashion
Role UX/UI Designer
Skills Photoshop, Figma, Sitemap, Wireframe, Prototyping
Concept
Market research and
persona development identified the core demographic: affluent, fashion-conscious executive and
middle-aged women who want a luxurious, easy-to-use experience across desktop and mobile — and who
engage more with brands that communicate consistently and beautifully.
Outcome
The final design is
responsive, with bold visuals, vibrant colours, and elegant curves that reflect the elegance of the
products.
Navigation was kept minimal so the focus stays on the products themselves, and the layout
favours large imagery over text — creating a virtual "window shopping" experience.
A single colour palette, aligned with the brand identity, unifies the look across every touchpoint, while strategically
placed call-to-action elements drive engagement and conversions for a seamless, luxurious journey across
devices.
Click on the image to view project in detail
Designing practical learning resources and tools to help staff understand and apply Customer Experience practices.
Exploring how a more coherent design system can improve consistency, usability and scalability across digital experiences.
Creating an editorial experience that brings together information, imagery and storytelling to engage the museum's community.
Creating a consumer-facing campaign that translates Brandt's product proposition into an engaging lifestyle experience.
Designing a visual sales toolkit to communicate membership benefits clearly and support customer conversion.