FIONA SELECTION

Collaborated with Fiona Selection, a retail fashion company, to redesign their digital experience. The focus was on enhancing visual appeal, improving navigation, and aligning the site with their brand identity.

Client and Goals

Fiona Selection curates fashion pieces that blend trendiness with timeless design. Their original website didn’t fully reflect their brand identity or offer an intuitive user journey.

• Improve first impressions and elevate the brand visually

• Make product browsing and discovery more intuitive

• Boost user engagement and conversions

• Optimize the site for mobile shopping

Market Research

1. Target Audience:

   Mature women seeking elegant, timeless fashion with comfort.

   
   

2. Popular Competitors:

   • Chico’s – Stylish clothing with bold prints for mature women.

   • J.Jill – Comfortable, classic clothing targeting women 40+.

   • Talbots – Sophisticated wardrobe staples for professional and casual wear.

   • Eileen Fisher – Minimalist and sustainable fashion for older women.

   
   

3. Market Trends:

   • Rising interest in sustainable and slow fashion.

   • Neutral tones, linen, and natural fibers are trending.

   • Customers value personalization, quality, and longevity over fast fashion.

   
   

4. Style Preferences:

   • Clean lines, flowy silhouettes, and earthy tones.

   • Emphasis on layering, soft fabrics, and flattering cuts.

My Role and Collaboration

This was a fully collaborative project. I worked alongside my team and Fiona herself, contributing to both strategy and execution.
I focused on:

• UI/UX strategy

• Visual designIdeation & sketching

• Feedback integration and refinements

• Wireframing

Design Process

1. Discovery & Research

   We began by exploring the brand, its audience, and competitors to define clear design goals and align with user expectations.

   
   

2. Sketching & Ideation

   Initial layout and concept sketches were developed to align early ideas with the brand’s visual direction and user needs.

   
   

3. Logo & Theme Development

   We crafted a visual identity that included a refined logo, a cohesive color palette, and elegant typography that reflected the brand’s maturity and sophistication.

   
   

4. High-Fidelity Design

   sing the established brand system, we built out full mobile and desktop UI designs that delivered a clean and luxurious experience.

   
   

5. Client Review & Handoff

   After several collaborative feedback rounds, we finalized the assets and handed them off with detailed specs, ensuring a smooth transition into development.

Findings

• Users needed clearer sizing and model information

• Collections were hard to browse on mobile due to long scrolls

• The brand’s elegance wasn’t fully reflected in the original UI

• Older users preferred less cluttered interfaces and larger font sizes

Branding and Visual Identity

Logo Design

Brand Theme

Outcomes

The redesign delivered a modern, elegant online experience that resonated with the target audience, improved usability on mobile, and elevated the brand’s presence—resulting in positive client feedback and a stronger digital storefront.

• A more premium, user-friendly online store aligned with Fiona Selection’s target audience

• Improved product discovery with new filtering and collection layout

• Enhanced brand identity with cohesive visuals, typography, and photography direction

• Positive feedback from the client and their customers post-launch