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The primary challenge was to revitalize the digital presence of our client, a major fashion retailer, whose existing e-commerce platform suffered from a dated interface and low conversion rates in the New Arrivals category. The goal was to create a modern, engaging shopping experience, emphasizing trending products and improving the speed and clarity of the product discovery process to increase average session duration and purchase conversions.
To meet the brief, we executed a complete redesign focusing on a mobile-first, visually-driven layout. Key solutions included a dynamic "New & Trending" hero section (as shown), intuitive mega-menus for easy navigation, and high-quality, full-bleed product imagery. The solution focused on decluttering the product listings, emphasizing clear calls-to-action (CTAs), and simplifying the path from browsing to the checkout page.
The design choices were rooted in optimizing the user experience (UX) for impulsive, visual shoppers. The light, spacious layout focuses the user's attention directly on the product. The simplified product page layout (as shown) integrates clear sizing guides and a prominent 'Add to Bag' function, minimizing friction. This strategic rationale was validated by A/B testing, which showed the new design increased the Add-to-Cart rate by 18% compared to the legacy platform.