ULO

A playful e-commerce site

Web

B2B

eCommerse

[2022]

Overview

I designed a playful, intuitive e-commerce experience for ULO, a boutique brand known for its wax-printed fabrics. The brief: make the products the hero and give the brand’s craft heritage a digital home. 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 modern e-commerce experience that balanced simplicity with personality. I matched the UI to the warm tones of ULO’s colour palette and kept the interface clear and accessible, so the brand’s playfulness could come through without getting in the way of shopping.

Custom shape blocks—inspired by the wooden stamps used to print ULO’s fabrics—sat alongside bold colour and open space that kept the products front and centre. The result was a mobile-first site that felt both refined and expressive.

How I work - collaborative by design

I started with customer feedback and analytics, which pointed to two needs: simpler navigation and stronger visual storytelling. Interviews added a third signal—customers were drawn to ULO’s colour, pattern, and story above all else—so the design brought those elements forward. Working hands-on across brand, visual design, and UX, I partnered closely with a developer from early wireframes through high-fidelity design, with regular syncs to keep the build consistent across breakpoints.

Early interactive wireframes let me test hierarchy and task flow before investing in polish. That testing confirmed customers wanted faster paths to products, which reshaped the homepage layout and filter placement before detailed design began.

Visual language

The new visual system celebrated ULO’s artistry through shape, colour, and story.

The coloured block motifs carried the wax-print reference through the whole system, while a bright palette and generous white space gave the products a contemporary frame. 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 alongside ULO’s new product line, which the new brand system was built to support. Customer feedback singled out exactly what I’d aimed for: a fresher brand and an easier path to the products.

3.8%

Increase in conversion

Measured in online conversion after launch. Qualitative feedback pointed the same way—customers described the new experience as “vibrant,” “authentic,” and “easy to shop.”

Redesign of the homepage

Final observations

This project reaffirmed that clarity and personality can coexist in design. Starting with quick prototypes and testing early helped me validate ideas before investing heavily in polish. Above all, the conversion lift backed up something I believe: a strong brand story, expressed through simple UX, is a commercial asset—not decoration.