Project 04 · E-commerce
Designing a storefront for a brand building its name in India.
The client was about to spend heavily on visibility, and the site had to be ready to receive that traffic: premium enough to justify the price on a first visit, and interesting enough that a curious visitor stays long enough to become a customer.
Every brand has to prove itself on the first screen.
What I worked on
The core brief
Give people a reason to stay
Retention rate was an explicit target, not a side effect.
Marketing brings people to the door once. What they do in the next ninety seconds decides whether the spend was worth it. So the home page isn't a grid of products, it's a sequence of reasons to keep going: a campaign film, category entry points, a Co-ord Studio that switches between formals and casuals, a what's-new rail, seasonal collections, and a Linen Edit.
Each module answers a different browsing mood, so someone who came for a shirt has four more chances to find something they weren't looking for.
Signature feature
Shop the look, not the list
The campaign image becomes the catalogue.
Every styled photograph carries hotspots on the individual garments. Tap one and the piece surfaces as a card you can page through, so a look you liked resolves into things you can actually buy without ever going back to a grid.
It does two jobs at once. It sells the styling rather than the SKU, which is how a premium menswear brand wants to be understood, and it keeps people inside the imagery they arrived for, which is exactly the retention the brief asked for.
Navigation & search
Four words at the top, everything underneath
The top level is deliberately short: New In, All Products, Edits, Sale. Depth lives in the mega menu, where Clothing and Accessories sit as plain lists beside four product photographs, so the menu itself does merchandising work rather than just routing.
Search opens with trending searches, suggestions and popular categories already on screen. For a brand people don't know yet, an empty search box is a dead end. This one is a starting point, and it carries camera and barcode entry for in-store use.
Listing
Where the business actually starts
The category page is the shop floor.
Almost every session that ends in a purchase passes through here, so the listing carries more weight than the home page. A category rail sits at the top for lateral movement, filter and sort are a single control rather than two competing ones, and the grid is broken up by full-width editorial banners so a long scroll never becomes a wall of product.
Each tile states price, discount as a percentage in words, and available colours, so a shopper can rule things out without opening them.
Product page
Enough certainty to buy at this price
Premium pricing raises the bar on what has to be answered before someone commits. The product page states stock as "2 left", marks sold-out sizes with a strike rather than a colour, and puts store availability, pincode delivery and the nearest store above the fold rather than in a footer.
Offers are shown as a copyable code with the eligibility spelled out, not a banner. Below it, Complete the Look and You Might Also Like continue the same styling-led logic as the shoppable images.
Cart
The last screen is still a shop
Coupons are listed with their thresholds visible, so a shopper can see they're ₹600 away from the next one rather than guessing. Applied discounts show as a removable chip. Shipping, payment and returns sit under the checkout button as three plain reassurances.
Underneath, From Your Wishlist turns the most abandoned page on any storefront back into a browsing surface, which is the same dwell-time thinking applied at the point where most sites give up.
