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Luxury fashion e-commerce · 3 weeks

Elegance, redefined.

An online store for a premium women's-wear label — Indian, bridal, festive, Indo-western and western wear — with the home page designed in light and dark.

The Elitora home page, light theme
The Elitora home page, dark theme

The runway · 5 looks

Five pages, walking past.

  1. Elitora — home, in light, the full page

    Look 01 · Week 1

    Home, in light

    New arrivals first, then categories, trending, best sellers, the wedding edit and Instagram.

  2. Elitora — home, in dark, the full page

    Look 02 · Week 1

    Home, in dark

    The same home page, carried into a dark theme.

  3. Elitora — trending, the full page

    Look 03 · Week 2

    Trending

    A filter panel — category, price, availability — beside sort options for relevance, popularity, price and newest.

  4. Elitora — best sellers, the full page

    Look 04 · Week 2

    Best sellers

    Product cards kept to image, name, category and price.

  5. Elitora — the wedding edit, the full page

    Look 05 · Week 3

    The wedding edit

    The bridal collection, gathered on its own page.

The UX work

Behind the design

  • From the build — read off the real screens
  • Assumption — to validate with users
  • Planned test

From the build

  1. 01

    The top navigation is just Home, Trending, Best Seller and Wedding.

    WhyFour doors that match how people shop luxury — what’s new, what’s popular, what’s for the wedding.

    Header

  2. 02

    The home page is designed in both a light and a dark theme.

    WhyLuxury fashion photography changes character on dark backgrounds; offering both lets the clothes lead.

    Home

  3. 03

    Listings pair filters (category, price, availability) with sort (relevance, popularity, price, newest).

    WhyNarrowing by what is available prevents falling for something that can’t be bought.

    Trending · Best Seller

  4. 04

    Product cards keep to image, name, category and price.

    WhyIn luxury, restraint reads as quality; the photo does the selling.

    Every listing

  5. 05

    Wedding is a page of its own.

    WhyBridal is the highest-intent shopper; she shouldn’t have to dig.

    Wedding

Assumption — to validate · The bride-to-be

Stage1Arrive2Focus3Narrow4Compare5Buy
DoingLands on the home pageOpens the Wedding pageFilters by price and availabilityShortlists a few piecesAdds to bag
Thinking“Is this my kind of brand?”“Show me only bridal”“What can I actually get in time?”“Which one do I love?”“Is this the right choice?”
Feeling
positivepositiveneutralpositivepositive
PainCluttered home pagesBridal mixed with everything elseOut-of-stock pieces in resultsLosing track of favouritesDoubt at checkout
Design responseNew arrivals in an editorial hero; categories in a single rowWedding as a top-level pageFilters for category, price and availability; sort by newest or priceWishlist in the headerClean product cards: image, name, category, price

Proto-personas — built from the brief, not from interviews

  • The bride-to-be

    Shopping for wedding and reception outfits

    Wants
    See the whole bridal edit in one place and narrow it quickly
    Frustrated by
    Bridal wear scattered across generic category pages

  • The festive shopper

    Buys a few statement pieces a year

    Wants
    See what’s new and on offer, then buy with confidence
    Frustrated by
    Busy product cards and endless scrolling

From the build — the information architecture as shipped

  • Home
    • New arrival
    • Categories
    • Trending
    • Best seller
    • Wedding edit
    • Instagram
  • Trending
    • Filters — category, price, availability
    • Sort — relevance, popularity, price, newest
  • Best Seller
    • Filters and sort
  • Wedding
    • The bridal collection
  • Categories
    • Indian Ethnic
    • Western
    • Indo-Western
    • Bags
    • Accessories
  • Header
    • Search
    • Wishlist
    • Account
    • Bag

From the build — key flows, screen by screen

From browsing to the bag

  1. 1Home
  2. 2Wedding
  3. 3Filter and sort
  4. 4Product
  5. 5Wishlist or bag

The validation plan — how each assumption gets checked

  1. We believeShoppers find a bridal outfit under a set budget in under two minutes.

    MethodModerated test, 5 participants shopping for a wedding

    We’ll know byTime on task; filter use

  2. We believeShoppers prefer the dark home page for evening and bridal wear.

    MethodPreference test, light vs. dark

    We’ll know byPreference and reasons given

Finale

The details, kept quiet.

Five pages. The home page opens on new arrivals, then moves through categories, trending pieces, best sellers, the wedding edit and the brand's Instagram — designed in both a light and a dark theme. Trending and Best Seller listings pair a filter panel (category, price, availability) with sort options (relevance, popularity, price, newest), and a Wedding page gathers the bridal collection. Product cards keep to image, name, category and price, set in a refined serif with a gold star in the wordmark.

UX and UI design.

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