PROJECT OVERVIEW
Allure is a personal e-commerce design that combines my love for fashion and UX to create a sleek, high-end shopping experience.
A
L
L
U
R
E
Timeline
March 2025
Role
Research, UX/UI Designer
Personal Project
Where fashion meets function
PROBLEM
A luxury shopping experience that lacked intimacy and emotional resonance
Transforming the shopping experience with intentional design
High-fashion shoppers crave a curated, emotionally resonant experience but most e-commerce sits feel sterile, overwhelming, or disconnect from the artistry of fashion. Allure aimed to bridge that gap by designing a shopping journey that feels as intentional and inspiring as the pieces themselves.
The key problems identified were:
Lack of visual storytelling
Cluttered and confusing layout
Cold, transactional shopping flow
Create a visually curated, emotionally engaging e-commerce experience that blends editorial storytelling with intuitive navigation allowing users to connect with the brand and shop effortlessly.
The main focus was to:
Editorial Design: High-quality visuals and storytelling.
Intuitive Navigation: Simplified categories and filters.
Curated Aesthetic: Stunning visuals and brand narrative
“How can craft shopping experience that feels editorial, inspiring, and easy to navigate?”
SOLUTION
How the problem was addressed:
Editorial Design Approach
High-quality images and storytelling for an exclusive feel.
Mobile-First
Designed for seamless use on both desktop and mobile devices.
Checkout Streamlining
Simplified the checkout process by reducing unnecessary steps, offering quick autofill, and proving clean CTAs.
RESEARCH
User Persona & Competitive Analysis
Competitor
ZARA
Revolve
ASOS
Main Features
Slick, minimalist UI with strong visual hierarchy..
Influencer integration directly on product page.
Super functionality and user friendly filters.
Key Differences
Editorial style layout
Feels influencer driven, but not optimized for non-social shoppers
Highly accessible and inclusive experience , but UI can feel cluttered
Key Insight: Zara, Revolve, and ASOS focus on speed, scale, and social influence, often missing a deeper, more personal connection. In contrast, Allure offers a carefully crafted, visually immersive experience that feels intentional and resonates meaningfully with its audience..
User Interviews
I conducted interviews with 3 high-fashion shoppers to understand their needs and pain points for a luxury shopping website. The research questions focused on how they would navigate a high-end fashion site, the features they would prioritize, and the challenges they would expect during their online shopping experience.
Research Questions:
What features do you consider essential when shopping for luxury fashion online?
What challenges do you commonly face while navigating high-end fashion websites?
How do you feel about the design and overall aesthetic of luxury fashion websites, and how does it influence your purchasing decisions?
INSIGHTS
Main Insights
Exclusive Feel: Users enjoy a sense of exclusivity and luxury in the browsing experience
Easy Navigation: Users want clear categories and filters for quick product discovery.
High-Quality Imagery: Users expect detailed, high-resolution images that showcase the luxury of the products.
Visual Consistency: Consistent branding across pages reinforces trust and luxury.
USER PERSONA
DESIGN
Designing the Experience
The Allure website design blends high-quality visuals and storytelling with intuitive navigation to create a seamless and engaging shopping experience.
Based on this design direction, I created low-fidelity wireframes to visualize the user experience for Allure.
1
2
3
Editorial Design
Intuitive
Navigation
Mobile First
Copywriting that mirrors the tone of luxury fashion publications elevated, minimal, and evocative
Strategic whitespace to allow visuals and text to breathe and maintain elegance
Clearly labeled menu with organized sections for quick exploration
Persistent navigation bar and quick-access search for a seamless browsing flow
Clean, vertical scroll design optimized for smaller screens
Streamlined product discovery and checkout built for speed and ease
TESTING & IMPROVEMENTS
To ensure the Allure experience was both functional and visually engaging, I conducted usability testing and gathered feedback across key focus areas. This process helped identify friction points and guided design refinements to better meet user needs.
Adjusted visual elements to improve content hierarchy and maintain a luxury feel.
Refined navigation and filters to support faster, more efficient product exploration.
Optimized mobile usability to ensure smooth interactions across devices.
FINAL PRODUCT
Here are some of the key screens:
Mobile
Desktop
UI DESIGN
Darker Grotesque
Alternative Font - Bodoni Moda
SemiBold
Medium
Regular
Soft Black – #1A1A1A - MAIN
Ivory – #F5F5F5 -BACKGROUND
Deep Plum – #4B2E39 - ACCENT
Gray - #A7A7A7 - SECONDARY
COLORS
TYPOGRAPHY
ICONS
BUTTON
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
CONCLUSION / LESSONS LEARNED
Conclusion
Designing Allure allowed me to explore the intersection of high fashion, storytelling, and user-centered design. By combining a refined visual identity with intuitive navigation and mobile-first functionality, I created an elevated shopping experience that reflects the exclusivity and elegance of the fashion world. This project deepened my understanding of crafting digital experiences that not only look beautiful but also feel effortless to use.
Created a seamless shopping journey that reflects the elegance and exclusivity of high fashion.
Learned how to translate brand identity into a cohesive and engaging digital experience.
Strengthened my ability to design with both user needs and visual storytelling in mind.
What I would do differently?
Be more open to making mistakes, as they often lead to unexpected insights and growth.
Explore motion design and microinteractions to enhance the luxury feel and elevate the user experience.
Explore personalization features like style quizzes or tailored recommendations.