Diverse - Redesigning an ecommerce experience to improve product discovery and reposition a fashion brand
UX Audit
UI Design
Navigation
Search
Checkout
Prototyping
Design System
A/B Testing
Usability Validation
Role:
Product Designer
Scope:
UX/UI, Research, Prototyping
Timeline:
6 months
Platform:
Web/RWD (Magento)
Agency:
Unravel
Year:
2023
Project overview
Diverse is one of Poland’s leading apparel brands. As customer expectations evolved, the ecommerce experience no longer reflected the brand’s ambitions or supported modern shopping behaviors - particularly on mobile.
I led the redesign of the entire ecommerce experience, helping transform an outdated, difficult-to-navigate store into a more premium, conversion-oriented fashion experience.
I led the redesign of the entire ecommerce experience, helping transform an outdated, difficult-to-navigate store into a more premium, conversion-oriented fashion experience.
The challenge
Product discovery felt difficult
Outdated navigation and weak search made browsing unnecessarily hard.
Checkout created friction
Users struggled with cluttered layouts and unclear progression.
The brand perception felt outdated
The experience no longer matched Diverse’s premium ambitions.
Outdated navigation and weak search made browsing unnecessarily hard.
Checkout created friction
Users struggled with cluttered layouts and unclear progression.
The brand perception felt outdated
The experience no longer matched Diverse’s premium ambitions.
Navigation redesign
Rebuilding navigation around discoverability
The previous IA relied on deep nested menus that slowed browsing. I redesigned navigation around clearer product grouping, contextual shortcuts and faster category access.
The previous IA relied on deep nested menus that slowed browsing. I redesigned navigation around clearer product grouping, contextual shortcuts and faster category access.
Smart search
Turning search into a discovery tool
Instead of redirecting users to static results, search became contextual - surfacing products, categories and suggestions in real time.
Instead of redirecting users to static results, search became contextual - surfacing products, categories and suggestions in real time.
Checkout
Reducing friction during purchase
The checkout moved from a cluttered layout to a progressive step-based flow with clearer hierarchy and persistent order visibility.
The checkout moved from a cluttered layout to a progressive step-based flow with clearer hierarchy and persistent order visibility.
Visual direction
Translating brand strategy into UI
Cleaner typography, increased whitespace and more editorial composition shifted the experience toward a premium fashion feel.
Cleaner typography, increased whitespace and more editorial composition shifted the experience toward a premium fashion feel.
Outcome
- Positive qualitative feedback from users
- Stronger premium brand perception
- Easier product discovery in testingFully launched on Magento
- Stronger premium brand perception
- Easier product discovery in testingFully launched on Magento
113
Unique desktop screens
78
Unique mobile screens
+200
Design system components
28
Page audit report
~30
People in A/B tests
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