E-Commerce Concept & UX/UI Project – Fashion Platform “CELÎNE”
As part of my certified UX/UI and E-Commerce training, I developed a holistic online shop concept for CELÎNE, a fashion platform designed for style-conscious women aged 20 to 45. The project combined strategic business planning with user-centered design to deliver a complete digital shopping experience.
To create a visually inspiring and emotionally engaging fashion e-commerce platform that meets real user needs while offering a clear brand identity, intuitive navigation, and a seamless checkout experience.
What I Did
1. Shop Concept Development
• Defined the primary target groups (students, professionals, mothers) through research and personas
• Addressed lifestyle-specific shopping challenges (lack of inspiration, sizing issues, trust)
• Positioned CELÎNE as a premium yet accessible brand focused on sustainability and personalization
• Selected a curated product assortment of 30 fashion items with cross-selling potential
• Developed branding elements: name, logo, color palette, and slogan reflecting emotional style
• Conducted keyword research including long-tail terms like “sustainable office wear for women”
• Chose SEO, Instagram, and influencer marketing as primary channels based on audience behavior
• Designed a sample campaign focused on authenticity and style inspiration with a clear CTA
• Excluded channels like print ads due to low relevance for the digital-native audience
• Selected Klarna, PayPal, and credit card as payment methods for flexibility and trust
• Partnered with DHL for reliable shipping and outlined clear return policies
• Created a financial model including product margins, fixed costs, and break-even analysis
• Estimated profitability based on realistic sales volume and operational expenses
• Built a sitemap and structured information architecture
• Designed user flows for key journeys (product discovery, checkout, returns)
• Created a UI Kit with consistent components and visual language
• Developed an interactive prototype in Figma featuring:
• Image-based product search
• AI-powered size recommendations
• Mobile-optimized layout and sticky checkout bar
• Planned usability testing to validate design decisions and improve user experience
Tools & Methods Used
• Figma – for wireframes, UI Kit, and prototyping
• Adobe Photoshop – for image editing
• Design Thinking & ISO 9241-210 – for user-centered design methodology
• Keyword Planner & Instagram Insights – for marketing strategy
Outcome
The CELÎNE project showcases how strategic planning and UX/UI design can merge into a compelling e-commerce experience. The result is a fashion platform that’s not only functional and visually refined but also emotionally resonant and tailored to the needs of modern women.