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.
Service
Service
eCommerce Website Design
Industry
Industry
Activewear / Athleisure
Role
Role
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
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
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
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
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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