A fast-fashion brand built for Gen Z had a shop page working against them. Eleven specific failures later, conversion was up 15% and bounce rate down 12%.
The call I made
Reject “make it look current” as the brief, and rebuild the page around the cost of the next decision. Every change had to make one specific decision cheaper — which size, which colour, which price, what else is like this.
The trade-off: product titles lost space, which the content team wanted, because the research said names were not a priority for shoppers and price, size and colour were.
I owned
I partnered on
Where the judgment was
Newme is a fast-fashion brand built for Gen Z, and the shop page is where most of a session is spent. It had not been designed for how that audience actually shops: mobile-first, fast-paced, and impatient with anything that stands between them and the next thing worth looking at.
The brief was to improve usability, organisation and engagement. I explored the page against real behaviour and conversion data, then rebuilt it around one idea — make the next decision cheap, whether that decision is a filter, a size, a price comparison or a colour.
Eleven specific failures, not a vague feeling that it looked dated.
Enhance the user experience, increase engagement and improve conversion. Five focus areas: better navigation and accessibility; product discoverability through layout and recommendations; discounts, promotions and fast delivery made visible; less cognitive load through a simpler UI; and a genuinely frictionless mobile experience.
What the category had already worked out.
Ratings, product tags, wishlist, coupon applicability and colour variations were added to the card, and the distinction between original and discounted price made unmistakable. The point is that a shopper should be able to reject or accept an item without opening it.
A dedicated bottom navigation for Trends, Categories and Occasions. Trends refresh monthly with curated selections — Summer Trends, Corsets, Gingham, Workwear. Categories stay comprehensive: Tops, Bottoms, Dresses, Co-ords, Jackets. Occasions do the job a shopper actually arrives with — Vacation Ready, Date Outfits, Holiday Party.
Filters that appear inside the product grid, so preferences can be refined without leaving the page — price range, bestsellers, trending, categories, prints. Removing the round trip to a filter screen is the single biggest reduction in friction on the whole page.
The old filters stopped at colour, price range, size and delivery type — a banner rather than a functional tool. The new set adds Pattern, Clothing Material, Occasion, New Arrivals, Fit, Discount, Neckline, Closure Type and Sleeve Type, and sorting gained Lowest Price, Highest Price, Best Sellers, New Arrivals, Trending and Fastest Delivery.
Measured after launch.
The redesign made the interface more visually engaging, but the win came from product discovery and decision-making clarity, not decoration. With improved filtering, better product visibility and enhanced promotional clarity, people browse, compare and purchase with ease — and the pace of that change fed directly into engagement, conversions and a more satisfying shopping journey.
Open to full-time roles and freelance projects