UX/UI DESIGN · E-COMMERCE · ORIGINAL DESIGN
ECONIQUE E-COMMERCE DESIGN
Original e-commerce platform design for sustainable athletic wear brand
ROLE
UX/UI Designer
TIMELINE
6 weeks 2024
TOOLS
Figma, Adobe XD, Photoshop
DELIVERABLES
Multi-page designs, Design System, Prototypes
Econique is a new sustainable footwear brand committed to environmentally conscious fashion. As a brand entering the competitive e-commerce market, they needed a complete digital platform designed from the ground up.
I designed a comprehensive 9-page e-commerce experience that balances user-friendly shopping flows with authentic sustainability storytelling, creating a digital presence that positions Econique as a premium eco-conscious brand.
Overview
Design a complete e-commerce platform from scratch that:
→ Establishes Econique's brand identity as premium yet approachable in a crowded sustainable fashion market
→ Creates seamless shopping flows optimized for conversion without prior user data or analytics
→ Authentically communicates sustainability values without appearing preachy or greenwashing
→ Competes with established sustainable fashion brands despite being completely new to market
→ Works flawlessly on mobile devices where 60% of target audience shops
The Challenge
Research & Discovery
Since Econique had no existing platform or user data, I conducted foundational research to inform the design strategy.
User Personas
- • Values sustainability but won't sacrifice style
- • Willing to pay premium for quality + ethics
- • Researches thoroughly before buying
- • Shops primarily on mobile
- • Sustainability is top priority
- • Active on social media
- • Budget-conscious but values longevity
- • Wants detailed sourcing info
- • Fashion-forward, sustainability is bonus
- • High disposable income
- • Expects premium experience
- • Values convenience
Design Strategy
Based on research insights, I developed a design strategy focused on three core pillars:
Design System
Created a comprehensive design system to ensure consistency and scalability across all 9 pages.
Color Palette
Homepage Design
Challenge: Introduce a brand-new company and build trust immediately.
Solution: Lead with Econique's mission statement and brand values before showing products. The hero section establishes what the brand stands for, followed by featured collections with clear sustainability messaging.
Key Design Decisions
Product Pages
Challenge: Help users find and purchase products confidently.
Solution: Clean, visual-first design with large product images, clear pricing, simple size selection, and straightforward product descriptions. Sustainability information is integrated into the product description rather than hidden.
Checkout Flow
Designed a streamlined single-page checkout that collects shipping, billing, and payment information without multiple page loads.
Layout: - Progress indicator (Cart → Shipping → Payment) - Left side: Form fields for shipping, billing, and payment - Right side: Shipping method selection and order summary - Clear "Place Order" button
Result: Users can see all required information at once and complete checkout without clicking through multiple steps.
Key Takeaways
- → Design systems save time. Creating reusable components upfront made designing 9 pages efficient and maintained consistency throughout.
- → Research prevents guesswork. Competitive analysis and user personas guided design decisions when there was no existing data to rely on.
- → Simplicity builds trust. For a new brand, clean design and clear information architecture helped establish credibility despite having no reputation.
- → Mobile-first thinking improves everything. Designing for mobile constraints first forced prioritization of essential elements, which improved the desktop experience too.
Results & Impact
Created a complete e-commerce platform design ready for development, positioning Econique as a premium sustainable brand from day one.