Selected work 01
Role
UX/UI Designer
Category
Fashion
year
2025
Type
E-commerce
Context
ANNKERS is a Ukrainian women's activewear brand with a loyal Instagram community and a clear visual identity. They had no website — orders came through DMs. The goal was to translate that energy into a Shopify experience that felt light, modern, and effortless to shop.
Brand direction
Light, airy, consistent — and never louder than the product. The client had a clear visual feel: rounded cards, soft volume, room to breathe. My role was to translate that into a scalable shopping experience without losing the softness and simplicity of the brand.
Design decisions
Homepage
Bestsellers appear early on the homepage to surface popular products faster instead of pushing users through categories first. Large imagery and spacious layouts keep the experience visually light while letting the products stay the main focus.
Product page
Sizing, CTA, delivery, and imagery stay visually prioritized to reduce hesitation near the add-to-cart moment. Cross-sell sections help users continue browsing related pieces without returning to the catalog.
Catalog
Size and colour visibility happen directly inside the product grid, allowing users to compare products faster without repeatedly opening product pages. Filters were organized around real shopping behaviour — by fit, activity, colour, and clothing type.
Cart
The cart experience keeps checkout actions visually simple and uninterrupted.
Product suggestions inside the cart help users complete full looks without returning back to the catalog.
What launched
ANNKERS launched as a fully responsive Shopify experience built for both desktop and mobile shopping. The store translated the brand’s Instagram presence into a scalable e-commerce flow focused on product discovery, fast browsing, and lightweight interactions.
What we improved after launch
After the store launched, we kept iterating — small, focused changes driven by real user behaviour and business goals.
01
Size and colour selector follows the user while scrolling. One less reason to abandon before adding to cart.
02
Browse complete looks on the homepage, click directly to individual products. Surfaces combinations users wouldn't find browsing by category.
03
Replaced Shopify defaults with a custom AJAX delivery block. Nova Poshta — no page reload, no friction in checkout.
04
Added a custom placeholder for categories with no current stock — instead of a blank page, users see a message and are redirected to related products.
What we improved after launch
After the store launched, we kept iterating — small, focused changes driven by real user behaviour and business goals.
01
Too many colour links create two competing browsing paths: shopping by product type and shopping by colour.
I’d move colours into catalog filters and keep navigation focused on clothing categories to make browsing faster and more intentional.
02
Most homepage banners currently use the same CTA label, making interactions feel generic.
I’d make each action more contextual — “Shop leggings”, “Explore elasoft”, “View matching sets” — to improve click clarity and homepage engagement.
03
The product pages are visually clean, but key purchase information could be surfaced more clearly near the add-to-cart moment.
Fit guidance, fabric feel, delivery expectations, and stock signals would help reduce hesitation before purchase.
04
Homepage category blocks currently share similar visual weight, making the browsing flow feel flat.
I’d create stronger hierarchy through scale, spacing, and image composition to guide attention more intentionally toward hero collections and bestsellers.
Reflection
Working on a live e-commerce store made me realize how many small UX decisions directly affect browsing, trust, and purchase behaviour.
Some navigation decisions worked early on, but became harder to scale as more colours and categories were added later.
Available
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