Fiona Selection

Online Retail Store

A refined e-commerce redesign focused on elevating brand perception, improving product discovery, and creating a more intuitive shopping experience for a mature fashion audience.

Overview

This project involved collaborating with Fiona Selection, a retail fashion brand, to redesign their digital shopping experience. The goal was to enhance visual appeal, improve navigation, and better align the website with the brand’s elegant, timeless identity—particularly for mobile users.

Design Approach

The redesign emphasized clarity, sophistication, and ease of use. Clean layouts, thoughtful spacing, and elevated typography were used to reflect the brand’s maturity, while UX decisions prioritized intuitive browsing and accessibility. Mobile-first considerations ensured the experience remained comfortable and efficient for on-the-go shopping.

Key Challenges

The original website did not fully convey the brand’s elegance and felt difficult to navigate, especially on mobile. Product collections required excessive scrolling, sizing information lacked clarity, and the interface felt cluttered for older users. The challenge was to modernize the experience without sacrificing comfort or usability.

Solutions

A refined visual system was developed alongside redesigned layouts that improved hierarchy and navigation. Product discovery was enhanced through clearer collection structures and filtering, while typography and spacing were adjusted to improve readability. The updated UI balanced sophistication with simplicity, making browsing and purchasing more intuitive.

Core Features

Redesigned mobile and desktop shopping experience
Improved product browsing and collection layouts
Clearer sizing and product information hierarchy
Refined visual identity with cohesive typography and color palette
UX improvements tailored for mature users
High-fidelity UI designs ready for development handoff

Outcome

The redesign delivered a more premium, user-friendly digital storefront that resonated with Fiona Selection’s target audience. Usability improved across mobile and desktop, product discovery became more intuitive, and the brand’s elegance was more clearly reflected—resulting in positive feedback from both the client and customers.