Overview
This prototype demonstrates how thoughtful UI/UX design can improve conversion rates by reducing friction points in the customer journey. The design emphasizes clarity, trust, and brand storytelling, resulting in a shopping experience that feels both premium and approachable.
Goal
This project showcases a high-fidelity prototype for Linen & Flax, a lifestyle and home goods brand. The goal was to design a seamless online shopping experience that balances elegant aesthetics with functional usability.
Role
Lead UX/UI Designer
Tools
Figma
Procreate
Process
Discovery
Ideate
Design
Timeline
July - August 2025
1 Month
The Approach
After observing customer behaviors in-store and online, I initiated this project to explore how Linen & Flax’s e-commerce experience could better reflect the brand’s warmth and curated style.
In place of formal research or client meetings, I relied on my insider knowledge of the business and informal observations of customer shopping patterns. This gave me an authentic foundation to identify friction points such as account creation, checkout flow, and product visibility.
With the main task of simplifying the purchase journey, I focused on refining the cart and checkout process while ensuring the overall site design balanced brand storytelling with usability. These flows became the core of the high-fidelity prototype.
Competitive Analysis
Through a comprehensive competitive analysis, I’ve identified the key strengths of successful competitors in the market, which include:
Offering design services
Streamlined checkout process
Customer retention - Repeat shoppers
I want to easily explore products by category, so I can quickly find items that interest me.
I want to see my shopping bag clearly and update it, so I feel in control of my purchase before checking out.
I want the option to check out as a guest, so I don’t feel forced into creating an account.
I want a clear order summary and delivery estimate, so I trust my purchase will arrive on time.
I want the option to create an account so I can receive reminders about discounts and upcoming deals.
User Stories
As a user:
Wireframes
Hi-Fi Design
Reflection
This project emphasized the importance of staying true to Linen & Flax’s brand identity while creating a shopping experience that felt intuitive and effortless. By keeping the design neutral and elegant, simplifying checkout, and adding an Instagram inspired scroll for promotions, I was able to connect the e-commerce platform more closely with how the brand’s audience already engages with it. The result is a prototype that balances usability, storytelling, and brand consistency in a way that feels authentic to Linen & Flax.