A seamless shopping experience for a bold fashion brand

The Problem

Off-White may have stood out a lot in fashion, but problems in e-commerce held it back from growing as much online. Because their site didn’t look premium, users were confused, bounced away often, and missed out on buying their products. Customers wanted style, speed, and clarity, but the site couldn’t deliver that consistently.

Key issues that hurt the business:

• With an old design, the brand looked less expensive than its actual value in consumers’ minds.
• Navigation was clunky, making it hard for users to explore or compare fashion items easily
• Because the mobile site was unpolished, customers frequently abandoned their orders and searched for products.
• Visual inconsistency diluted the brand’s unique tone, failing to create strong emotional engagement with shoppers.

The Solution

We helped Off-white deliver their high-quality brand online by creating a new digital experience from scratch. Our goal was to create a clean, bold interface that not only looked stunning but also made shopping effortless. From the first tap to final checkout, every screen now feels like part of the brand’s identity.

What we delivered:

• A modern, editorial-style layout that reflects the luxurious feel of the Off-white brand
• Streamlined navigation that helps users browse categories and collections with ease
• Fully responsive mobile-first design, optimised for faster load times and frictionless checkout
• Unified visual language and typography system that elevates user trust and brand recognition

Design Process

Our Off-white design process follows a Lean UX methodology that is comprised of 7 steps, broken down into 4 phases. The methodology provides business-oriented steps supported by the principles of transparency and the requirements for speed and scalability.

UX Research & Design Artifacts

Understanding what customers required was our first step, which we achieved through in-depth research. We observed how real users behaved across different product pages and tasks. The goal was to identify friction points and turn them into opportunities for clarity, speed, and elegance.

We learned that people who buy online mainly focus on ease, inspiration and trust instead of just the clothing itself. Because of this, we updated important flows to suit that demand. Every choice in the design was focused on clear navigation, reactive responses and a superior feel.

• 69% of people said that the old layout was hard to navigate since there was no clear way to direct them.
• 54% did not get vital feedback after adding something to their cart or buying it.
• 47% felt the overall look didn’t reflect the high-end brand image they expected.
• Over 75% requested clearer step-by-step paths when navigating between categories and products.
• More than 60% struggled to locate the right feature or product on their first visit.
• Above 40% found the UI visually distracting and cluttered, making them hesitant to continue.

Visual Identity and Brand Story

Off white’s identity was always rooted in bold individuality, but their digital presence lacked the same clarity and voice. We created a visual look that is in tune with today’s fashion, remains simple, clean, and is easy to remember. With refined typography, recognizable purple tones, and clear photos of products, every aspect now reflects assurance, transparency, and high-quality street style. 

We ensured visual consistency across all screens, from desktop banners to mobile product cards to printed tote bags, so every touchpoint felt unified and instantly recognizable. The tone? Smart, bold, and style-forward, just like their customers.

Design System

We created a strong design system that matches Off-white’s high-quality style to ensure the platform is consistent and ready to grow. The main colors in the palette, Slate Blue, Errigal White, Cool Gray, and Black, offer a balance between style and substance. The clean and modern look of Helvetica Neue matches Off white’s modern statement in fashion.

Grid logic and padding are applied to product cards, filters, and buttons to make sure the whole site is usable on any device. Each UI element, from typography to color to iconography, was crafted for brand consistency, performance, and emotional clarity. The system is built to grow with the brand.

UX Design

We redesigned Off-white’s digital flow to feel smooth, modern, and user-focused. The layout prioritized clear navigation, with standout CTAs like “Add to cart” and “Buy now” to reduce friction. The aim was to make product pages easier by drawing attention to their main details: price, size, and color.

Customers could expect the same look and feel on any device. Because of microinteractions, users received immediate feedback whenever they interacted with the site. This approach helped users shop faster, explore more, and engage longer with the brand.

Results & Outcomes

Our collaboration with Off-white created a measurable shift in how users experienced the brand. After launching the new interface, users spent more time exploring products, trusted the design more, and completed purchases faster.

People were less likely to leave the site because the process was clearer, and more transactions were completed. A better website not only looked great, but also made a real difference for a fashion company operating rapidly.

• 68% of shoppers invested more time looking through and engaging with the catalog of products.
• 51% reported improved confidence while selecting colors, sizes, and product variations.
• A 39% growth in completed purchases happened due to a clearer and undistracted path to checkout.