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Case Study 05 — E-commerce · Redesign · Responsive

DREST

From legacy website to modern online store — a fast, focused e-commerce redesign for a Tunisian fashion retailer.

Role
Product Designer
Timeline
Feb 2025 — Apr 2025
Company
DREST. · Lagos, NG (Remote)
Platform
Web — desktop & mobile
Tools
Figma

DREST is a Tunisian fashion e-commerce store whose website had fallen behind the brand it represented. Over a focused three-month engagement, I spearheaded the redesign that transformed their legacy website into a modern, sleek online store.

Fashion e-commerce lives or dies on presentation and speed to purchase. The redesign had to make the clothes the hero while quietly modernising everything around them — navigation, product pages, and the path to checkout.

  • A dated storefront undercutting the brand. The legacy site's look and flows didn't match the quality of the fashion it sold.
  • Catching up to the market. Leading fashion retailers had set user expectations for browsing, filtering and buying — DREST's store fell short of all of them.
  • One experience, every screen. Shoppers move between desktop and mobile mid-journey; the redesigned store had to feel consistent across both.
01

Competitive analysis

I conducted a competitive analysis of leading fashion retailers to identify industry best practices and innovative features worth implementing — studying how the best stores handle discovery, product presentation, and checkout, then deciding what fit DREST's customers and what was noise.

02

Redesigning the storefront

The redesign rebuilt the store around the shopping journey: cleaner catalogue browsing, product pages that let the fashion breathe, and a purchase path stripped of the legacy site's friction. Modern visual language, sleek and on-brand.

03

Custom visual assets

I collaborated closely with a graphics designer to create custom visual assets that enhanced the brand identity and improved the store's visual aesthetics — a shared design language across the storefront rather than one-off decoration.

04

Iterating on feedback

I implemented iterative design improvements based on stakeholder feedback, resulting in improved navigation and user flow — and designed responsive interfaces ensuring a consistent user experience across desktop and mobile devices.

A modern storefront

The legacy website transformed into a modern, sleek online store aligned with the quality of the fashion it sells.

Best-practice foundations

Discovery, product presentation and checkout patterns grounded in a structured analysis of leading fashion retailers.

Consistent on every device

Responsive interfaces delivering a consistent experience from desktop browsing to mobile checkout.

  • Competitive analysis is a filter, not a checklist. The goal isn't to copy leading retailers — it's to know why their patterns work and which ones serve your customers.
  • Brand lives in the details. Custom visual assets made the store feel like DREST rather than a template — that coherence is what shoppers read as quality.
  • Small scope, sharp focus. A three-month engagement forces prioritisation — and prioritisation made the redesign better.

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