Establishing market leadership

UX & UI design for an e-commerce portal


Project overview 

  • One of the leading fashion accessory brands was looking to revamp their e-commerce portal for a contemporary and responsive UI.
  • The objective was to establish a strong connection with the younger, newer potential audience and help the brand emerge as a market leader.
  • Pepper Square simplified the digital brand experience with UX & UI design expertise and revamped the portal for a seamless user experience.


  • Non-intuitive and unresponsive design
  • Lack of brand guidelines and vision to project the brand as a market leader
How we made a difference

How we made a difference

  • User research, ideation, storyboarding and visual design.
  • Studied the user behavior of the target audience to define workflows and interactions.
  • The portal was targeted to the upbeat, young audience, mainly women. Therefore, our team visited physical stores to understand consumer sentiment and their interaction with the brand.
  • Customer interviews to capture product feedback.
  • The store visits helped the team introduce a unified brand culture across physical and digital.
  • Heuristic evaluation based on Fitt’s & Hick’s law to derive meaningful data points.
  • Aligned the business needs with the interface, keeping the end-user expectations at the epicenter.
  • Iterative design approach for faster turn-around and feedback loops from storyboarding to design.
  • Contextually placed actions and data inputs to avoid ambiguity and increase turn-around time.
  • Design was goal-oriented, guiding the user to execute the purchase without feeling lost.
  • The designs were visually driven for an engaging experience.
The value delivered

The value delivered

  • Balancing the business & engineering needs with the design without compromising the interface experience.
  • Improved, simplified navigation based on the “Don’t make me think” approach and UX & UI laws.
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