This project focused on revamping an upmarket fashion retail website, specialising in Qi Pao/Chong Sum—traditional Chinese dresses, and European designer fashion. The aim was to elevate the brand’s digital presence and provide 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
I conducted market research to develop personas and understand the target audience. Executive and middle-aged women, particularly those who are affluent and fashion-conscious, were identified as the core demographic. These users prefer a luxurious, visual experience that is user-friendly, with seamless access across desktop and mobile. They also tend to engage more with brands that maintain consistent, visually appealing communications.
Outcome
A responsive design was proposed, featuring bold visuals, vibrant colours, and elegant curves. The navigation was kept minimal to focus on showcasing the products and reinforcing the brand's quality. The layout highlights large imagery with minimal text, crafting an online "window shopping" experience. Key call-to-action elements were strategically placed to drive engagement and conversions, ensuring a seamless and luxurious shopping journey across devices.
The design featured bold visuals with vibrant colours and flowing curves to reflect the elegance of the products. Navigation was kept simple, allowing users to focus on the products. The layout prioritised imagery over text, creating a virtual "window shopping" experience that draws users in. A single colour palette, aligned with the brand identity, was used to unify the look across all touchpoints.
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