Provide a unique and artistic shopping experience for customers interested in art and fashion.
Sahebeh BabaeiProduct Designer
E-commerce · 2023
SAHARA
A warm digital storefront for handmade Persian jewellery.
RoleUX/UI Designer
StatusPortfolio project
FocusJewellery · Visual Design · E-commerce · Brand Story
A storytelling-led e-commerce concept for handmade Persian earrings, bringing craft, detail and shopping clarity together.
JewelleryVisual DesignE-commerceBrand Story
02 / About
Sahara
Sahara is an e-commerce project specializing in earrings inspired by the famous artworks of Persian designers. As the fashion industry ranks third globally in style and influence, this project aims to blend cultural heritage with modern fashion. Sahara's mission is to create unique, wearable art pieces that pay homage to Persian art while ensuring customer comfort with skin-compatible and anti-allergic materials.
03 / Image Showcase
A closer look
Introduce what the viewer should notice in this image.
08 / Image Showcase
A closer look
Introduce what the viewer should notice in this image.
07 / Process Steps
How the work progressed
Show how the work moved from understanding the problem to refining the final direction.
- 01Duration
12 Weeks
- 02Team
3 People
- 03Role
UX/UI Designer
- 04Tools
Figma, Figjam, Photoshop, Google Forms
09 / Text Story
Stakeholder Needs
We began by defining a hypothetical stakeholder and identifying its requirements and limitations in the initial stage of development. As "Sahara" is in the early stages of its journey, the brand required a website optimized for effective sales, especially given its focus on sustainability and a limited product range compared to fast fashion brands. Since this is the first website for "Sahara," it was crucial to develop a minimalistic and user-friendly interface to provide a solid foundation for future growth.
10 / Text Story
Problem Statement
1. Balancing the needs of the user and the business. 2. Ensuring website accessibility for people with disabilities. 3. Developing effective marketing strategies to increase sales. 4. Offering customization options to meet the specific needs and preferences of customers.
11 / Research Insights
Goals
Summarise the strongest research signals and connect each one to a design decision.
Create a user-friendly interface that is easy to navigate and visually appealing.
Combine art and fashion in a unique and innovative way for a visually appealing and practical customer experience.
12 / Image Showcase
Design Sterategy
My team of 3 ran a double Diamond method based on the Design Thinking Methodology. It was not a linear path, we bounced between stages as the project progressed.
13 / Process Steps
How the work progressed
Show how the work moved from understanding the problem to refining the final direction.
- 01Discover
Describe this step in one or two concise lines.
- 02Define
Describe this step in one or two concise lines.
- 03Develop
Describe this step in one or two concise lines.
- 04Deliver
Describe this step in one or two concise lines.
15 / Image Showcase
Discover / Survey Results
We recently conducted a survey with 100 participants to learn more about our audience. Here's what we found: 1. Our customers love our virtual try-on feature. 2. Many have sensitivities to certain materials and prefer sustainable options. 3. There’s a strong interest in customization and detailed sizing guidance. This feedback helps us better understand your needs and improve our offerings!
15 / Image Showcase
Affinity Diagram
Affinity Diagram Takeaways Users seek a seamless and enjoyable shopping journey when browsing for earrings that complement their individual style. To cater to their needs effectively, the following factors emerged as crucial considerations: Product Variety Affordability Style and Information Material Quality Color Options Fast and Reliable shipping Customer Reviews and Ratings High Quality Product Images Userfriendly Navigation
16 / Image Showcase
Competitive Analysis
To check out how other existing websites meet these needs of their users, we explored 7 other websites. Top Takeaway: Clean Landing Page Streamlined Navigation User Friendly Design Clear CTA Simple Filterng Accessibility Return Consistency
17 / Text Story
Define
Challenges and Solutions The website faces several issues that impact user experience.
18 / Challenge 1:
Challenge 1
One significant problem is navigation clutter, where too many options in the navigation bar could confuse users. Another issue is visual overload caused by the hero image, which might distract users from the main purpose of the website. Additionally, the value proposition isn't effectively communicated, leading to limited value communication.
19 / Text Story
Solution
1. Streamlined Navigation: Simplify the navigation bar to prioritize important categories. 2. Focused Hero Image: Use the hero image to showcase featured products related to earrings. 3. Clear Value Proposition: Clearly communicate the value of your products on the homepage and product pages.
21 / Text + Image
Decision and detail
21 / Image Showcase
A closer look
Introduce what the viewer should notice in this image.
22 / Image Showcase
Persona
The insights I gained from surveys and interviews leading up to the persona. The main goal is to display those patterns and pain points, which allowed me to further empathize with users.
23 / Image Showcase
Userflow
Designing the user flow, our aim was to find a hiking activity and then invite a friend.
24 / Image Showcase
Site Map
Additionally, leveraging insights from our research, notably the competitor analysis, we crafted the subsequent sitemap.
25 / Text Story
Develope
Add the context and decisions that shaped this part of the project.
26 / Image Showcase
Wireframes
In this section, we began by sketching based on our research findings. Afterward, we created the initial UI kit for the wireframes. We then refined the UI kit and developed the final wireframes through iterative usability testing and improvements.
27 / Text Story
Deliver
Add the context and decisions that shaped this part of the project.
28 / Image Showcase
Mood board
To ensure a visually appealing design that resonates with the users who purchase earrings , we strategically incorporated popular design trends like Organic shapes soothing colors, and illustrations influenced by Sahara earrings and nature. This approach not only maintained a youthful aesthetic but also directed user attention to the key elements within the screens.
29 / Gallery
Selected screens
A sequence of key product moments.
Finding the real
design question.
Express the character of handmade pieces while keeping selection and purchase effortless.
DiscoverListen before deciding.UsersContextConstraints
From signals to
structure.
Editorial storytelling, detailed product presentation and a calm purchase flow shape the experience.
- 01Understand the context
- 02Map the experience
- 03Explore & prototype
- 04Evaluate & refine
Clarity is the
designed result.
A distinctive visual system that supports both the maker story and the product decision.
“Make the next step feel obvious—without making the experience feel ordinary.”