Espino, a Toronto-based brand, was about to officially launch and wanted an online store to reach its audience. Having an easily manageable backend as well as a user-friendly storefront that reflected the brand personality was important to them.
UX Design, Web Design, Project Management
With a good understanding of the requirements, the goals were broken down into 4 major parts:
High Conversions
User Friendly
Strong brand personality
Simple Back-end Management
The Espino Brand wanted to position it self as a go-to brand for handmade luxury silk wear for women in Canada and the US. After a few discover sessions, we were able to narrow down the target audience to the following characteristics.
Women (45-55 yrs)
$200,000/yr
Canada/US based
Sophisticated
Fashion Collector
By comparing brands with a similar audience, we we able to identify opportunities for the Espino brand. Different aspects were looked at. From the overall shopping experience to the execution of the brand personality/story.
Deciding what ecommerce platform to go with early in the journey was important. By taking into consideration the need for an easy-to-manage inventory and backend, Shopify was the better alternative when compared to Magento.
One of the challenges faced during this project was the limitations of Shopify. Not all required functionalities were available. I leveraged add-ons/plugins to achieve the same results.
The site map helped me understand the architecture of the site and the location of various pages
The primary userflows on the site is the completion of a transaction. i broke down the process from start to completion from the perspective of the customer and the store owner
Wireframes help me define the layout of the various pages before the Hi-fi designs
After several iterations and revisions, we finalized the design
Switch to desktop to see the widescreen preview.
Most of the expected traffic will be from social media platforms like Instagram and tiktok so the site had to be optimized for a great mobile experience
Working on Espino’s website showed me the importance of choosing the right e-commerce platform that matches the client’s need.
Once the site was launched, there was a huge spike in customer visits and conversions. The launch was also covered by Toronto-based press seen in the articles below. More features are still being considered to further boost conversions on the site.
Today, customers can easily purchase Espino products via a clean and user-friendly experience.
Explore Espino's website
Toronto-based luxleisure wear line ESPINO SILK
A New Luxury Canadian Label Has Launched With Canada’s Original Supermodel Monika Schnarre (Win!)
The Globe and Mail includes Espino Silkwear in Fall Style News!
