Seela
Seela
Seela is a premium, sustainable activewear brand based in Switzerland, known for its commitment to quality and eco-friendly practices. Having primarily sold through retail, Seela wanted to expand into the eCommerce space by launching an online store on Shopify.
Client
Client
Seela
Service
Service
eCommerce Website Design
Industry
Industry
Activewear / Athleisure
Role
Role
Solo UX/UI Designer
The Goal
The challenge was translating Seela’s premium retail feel into an online experience that could attract new customers, while communicating sustainability and plant-based materials in a way that still felt luxury and refined.
The challenge was translating Seela’s premium retail feel into an online experience that could attract new customers, while communicating sustainability and plant-based materials in a way that still felt luxury and refined.
Research & Insights
Research & Insights
Research & Insights
I started with a few calls with the client to understand the brand direction, the target customer, and what needed to come through for Seela to feel premium online. I also looked at current eCommerce patterns around usability and engagement so Seela’s site stayed competitive and aligned with best practices.
I started with a few calls with the client to understand the brand direction, the target customer, and what needed to come through for Seela to feel premium online. I also looked at current eCommerce patterns around usability and engagement so Seela’s site stayed competitive and aligned with best practices.
I started with a few calls with the client to understand the brand direction, the target customer, and what needed to come through for Seela to feel premium online. I also looked at current eCommerce patterns around usability and engagement so Seela’s site stayed competitive and aligned with best practices.
Design Process
Design Process
Design Process
I started by mapping the core pages and flow, then created wireframes to lock the structure and information hierarchy. From there, I moved into high-fidelity UI in Figma, making sure the experience felt premium and consistent across desktop and mobile. I focused on keeping the shopping flow clean and easy to navigate. I also designed a set of email templates to support retention, including cart reminders, promotions, and new launch emails, so the brand could stay consistent beyond the website and drive repeat purchases.
I started by mapping the core pages and flow, then created wireframes to lock the structure and information hierarchy. From there, I moved into high-fidelity UI in Figma, making sure the experience felt premium and consistent across desktop and mobile. I focused on keeping the shopping flow clean and easy to navigate. I also designed a set of email templates to support retention, including cart reminders, promotions, and new launch emails, so the brand could stay consistent beyond the website and drive repeat purchases.
I started by mapping the core pages and flow, then created wireframes to lock the structure and information hierarchy. From there, I moved into high-fidelity UI in Figma, making sure the experience felt premium and consistent across desktop and mobile. I focused on keeping the shopping flow clean and easy to navigate. I also designed a set of email templates to support retention, including cart reminders, promotions, and new launch emails, so the brand could stay consistent beyond the website and drive repeat purchases.
Final Design & Results
Final Design & Results
Final Design & Results
The final design launched Seela into eCommerce with a premium online shopping experience that matched the brand’s retail positioning and sustainability story. The site was designed mobile-first to keep browsing and purchasing smooth across devices, which helped support stronger engagement.
The final design launched Seela into eCommerce with a premium online shopping experience that matched the brand’s retail positioning and sustainability story. The site was designed mobile-first to keep browsing and purchasing smooth across devices, which helped support stronger engagement.
The final design launched Seela into eCommerce with a premium online shopping experience that matched the brand’s retail positioning and sustainability story. The site was designed mobile-first to keep browsing and purchasing smooth across devices, which helped support stronger engagement.
Key Takeaways & Learnings
Key Takeaways & Learnings
Key Takeaways & Learnings
I learned that a premium feel online is mostly about clean hierarchy, spacing, and consistency. I also got better at communicating sustainability through product details and layout. Working on email campaigns was a good reminder that the experience doesn’t end at checkout, and that retention design matters just as much as the first purchase.
I learned that a premium feel online is mostly about clean hierarchy, spacing, and consistency. I also got better at communicating sustainability through product details and layout. Working on email campaigns was a good reminder that the experience doesn’t end at checkout, and that retention design matters just as much as the first purchase.
I learned that a premium feel online is mostly about clean hierarchy, spacing, and consistency. I also got better at communicating sustainability through product details and layout. Working on email campaigns was a good reminder that the experience doesn’t end at checkout, and that retention design matters just as much as the first purchase.
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