A playful e-commerse site
Web
B2B
eCommerse
Overview
I designed a simple, intuitive, and playful e-commerce experience for ULO, a boutique brand known for its wax-printed fabrics. The goal was to showcase the products as the hero, evoke curiosity, and create a digital expression of the brand’s craft heritage. Over a fast-paced, collaborative engagement, I led the design direction, brand evolution, and digital experience from concept to launch.
Services
Web design, responsive design, UI design
Client name
ULO Australia (website)
Results at a glance
+3.8% increase in online conversion after launch
Positive customer feedback on brand freshness and ease of navigation
Successful new product line launch supported by the evolved brand system
The solution
A warm, modern e-commerce experience that balanced simplicity with personality. I designed the UI to match the warm tones of the extensive colour palette. My main goal was to make it clear, accessible, and engaging and to allow the brand’s playfulness to shine through.
I used custom shape blocks inspired by the wooden stamps used to create ULO’s fabrics, paired with bold colour and open space to let the products shine. Each layout was crafted to feel tactile and human—inviting exploration without overwhelming the user. The result was a vibrant, mobile-first website that felt both refined and expressive.
How I work - Collaborative by design
I started with customer feedback and analytics, which highlighted a need for simpler navigation and stronger visual storytelling. Prioritising those demographics directed the hierarchy of the layout of sections in a block format. I worked hands-on with brand, visual design, and UX—partnering closely with a developer to deliver a cohesive product experience.
From defining the vision and wire-framing early flows to refining high-fidelity designs, I led through collaboration and iteration. Regular design-dev team syncs ensured feasibility, consistency, and attention to detail across breakpoints and screen sizes. Every decision balanced aesthetic intent with user clarity.
Through interviews, we identified that customers were most drawn to colour, pattern, and story—so the design brought those elements forward. Benchmarking successful lifestyle and craft brands validated our approach: minimal UI, bold imagery, and joyful motion.
I created early interactive wireframes to validate hierarchy and task flow. Using unmoderated testing, we captured quick insights on navigation clarity and content prioritisation. The feedback confirmed that customers wanted faster paths to products, leading to refinements in homepage layout, filter placement, and visual rhythm—before moving into detailed design.
Visual language
The new visual system celebrated ULO’s artistry through shape, colour, and story.
The coloured block motifs referenced the handcrafted process of wax printing, while a bright, confident palette and generous white space created a contemporary frame for the products. Poppins was chosen as the core typeface for its geometric warmth and legibility, complementing the brand’s bold visual patterns.
Impact
The evolved brand and redesigned website launched successfully alongside ULO’s new product line. The project positioned ULO with a digital presence that reflects its craft values and joy in colour.
Redesign of the homepage
Final observations
This project reaffirmed that clarity and personality can coexist beautifully in design. Starting with quick prototypes and testing early helped us validate ideas before investing heavily in polish. Above all, this work showed that a strong brand story, expressed through simple UX, creates both emotional connection and measurable impact.
Selected work
[2022 -2025]
