Project Overview

Designing a digital storefront for effortless fashion

AMANI is a fashion e-commerce experience designed to bring culture, craft and contemporary fashion together through a refined digital storefront.

The project focused on creating a visually expressive yet intuitive shopping experience where fashion storytelling and product discovery work seamlessly together.

The website was designed across desktop and mobile, covering the homepage, collections, category browsing, product details, filtering, sorting, navigation and key shopping interactions.

My Role

UI/UX Design
Responsive Web Design
Visual Design
E-commerce Experience

What I Designed

• E-commerce website UI

• Homepage

• Collection pages

• Category/product listing pages

• Product detail experience

• Filtering & sorting

• Navigation & mobile menu

• Responsive desktop & mobile layouts

• Visual design system

• Product discovery experience

Design Approach

Editorial Storytelling

Large lifestyle imagery and carefully structured content establish the visual world of AMANI before users begin shopping.

Focused Shopping

Clear categorisation, product grids, filtering and sorting make product discovery simple and intuitive.

Product Confidence

Detailed imagery, variants, pricing, product information and supporting details help users make informed choices.

Responsive Experience

The interface adapts across desktop and mobile while maintaining the same visual language and shopping experience.

Visual Direction

The interface uses a minimal, editorial visual language to let AMANI’s fashion imagery take centre stage.

A restrained neutral UI foundation creates contrast against the rich colours, textures and craftsmanship visible throughout the product photography.

Responsive Design

Designed to adapt, not simply shrink.

The desktop experience uses large editorial compositions and expansive product grids, while the mobile experience introduces a more compact navigation system, two-column product browsing and dedicated filter interactions.

Desktop → Tablet → Mobile

The experience maintains a consistent visual identity while adapting the hierarchy and interaction patterns for each screen size.

Final Outcome

More than a store — a reflection of a lifestyle.

The final AMANI experience brings together culture, craft and contemporary design into a cohesive e-commerce journey.

From editorial storytelling to product discovery and purchase, every screen is designed to make the experience feel effortless, elegant and inspiring.