Vela
Vela is a lifestyle retailer with a strong brand and a loyal audience. Its online store didn't yet reflect the care that goes into its products. I redesigned the journey from browsing to checkout, with mobile as the starting point.
- Sector
- E-commerce
- Role
- Product designer
- Scope
- Navigation, product pages, basket and checkout
- Platform
- Responsive web
The challenge
Most visitors arrived on mobile, where category navigation was deep and filters were overwhelming. Product pages left key questions about materials, sizing and delivery until late, and checkout felt disconnected from the rest of the brand.
The approach
-
01
Simpler ways to browse
Categories were reorganised around how customers actually shop, with a small number of meaningful filters.
-
02
Answers up front
Product pages bring materials, care, sizing and delivery information into view before the customer has to go looking for it.
-
03
A calmer checkout
Checkout was reduced to the essential steps, with guest purchase, clear costs and a consistent visual language.
-
04
Tested in the hand
Interactive prototypes were tested on real devices throughout, so decisions were based on how people actually used them.
The outcome
Vela launched a mobile-first store that feels like the brand, supported by a set of templates and components the in-house team can use for new collections and campaigns.
Disciplines UX design · UI design · Prototyping