This project was a proposal for the redesign of VOI & NOI, a multi-category shoe retailer’s e-commerce platform. The goal was to modernize the brand’s digital presence and create a mobile-first shopping experience optimized for browsing, filtering, and fast purchasing.

The challenge

The existing shopping experience lacked a clear product hierarchy, efficient filtering, a strong product focus, and seamless mobile usability.

For fashion retail, especially footwear, visual clarity and decision speed are critical. The objective was to create an experience that feels clean, premium, and conversion-focused.

Approach

Mobile-First product discovery

The design prioritizes grid-based browsing with:

• Clear product imagery

• Visible pricing

• Minimal distractions

• Quick-access filtering

The interface keeps the focus on the product, reducing visual noise and supporting fast scanning.

Streamlined category filtering

Category selection is designed as a lightweight modal flow, allowing users to quickly refine results without losing context.

The structure supports:

• Gender-based navigation

• New arrivals

• Outlet

• Accessories

This improves product findability and reduces friction in large catalogs.

Visual Direction

The interface uses high contrast (black & white base), strong product imagery, generous spacing, and subtle accent color for interaction.

This creates a modern, fashion-forward aesthetic that elevates the brand without overpowering the products.

Outcome

The proposal delivers a mobile-optimized browsing experience and faster product discovery, clearer purchase flows, stronger product emphasis, and a scalable design system for future expansion.

The redesign positions the retailer for improved conversion performance and a more premium digital presence.