About
In the competitive world of e-commerce, providing a seamless and engaging digital experience is crucial for earning customer trust and loyalty. For Artwalk, renowned for its curated selection of sneakers and streetwear products, the challenge was even greater due to a low conversion rate on the website, signaling the need for a strategic and technological overhaul.
This complete redesign of Artwalk’s e-commerce platform aimed to address user experience (UX) bottlenecks and enhance the user interface (UI) to meet the expectations of a young and tech-savvy audience. As part of the solution, the platform was also migrated to VTEX IO, ensuring greater scalability, performance, and flexibility in managing the e-commerce ecosystem.
Design Process
The redesign of Artwalk’s e-commerce platform was guided by a user-centered approach that combined research, strategy, and iterative prototyping. The goal was to deeply understand customer behavior and translate those insights into a shopping experience that is more seamless, inspiring, and efficient.
Research
The process began with a detailed analysis of the current user journey. Heuristic evaluations, navigation metrics analysis, and benchmarking against major industry references, such as Nike and Adidas, were conducted. These investigations revealed the main friction points: inefficient filters and search, confusing hierarchy, slow checkout, and lack of clarity regarding delivery and return information.
These insights guided the initial design decisions. The focus was on simplifying the purchase flow, enhancing visual clarity, and improving predictability at every step.
Architecture
Based on research insights, we redesigned the site structure to make navigation clear, logical, and intuitive. Categories were reorganized according to actual user behavior, by brand, collaborations, releases, and style, facilitating product discovery and reducing the time needed to find what users were looking for.
We also prioritized visual consistency and information hierarchy, ensuring each page guided users naturally toward checkout. The strategy considered different user profiles, from frequent buyers to exploratory visitors, balancing speed in purchasing with opportunities to explore content.
Validation
The next stage involved creating wireframes and interactive prototypes, which were tested with users to validate flows and navigation decisions. The focus was on ensuring a mobile-first, agile, and intuitive experience, with emphasis on:
Simplified menus;
Clear product galleries;
Optimized checkout;
Improved search and filters;
Clear delivery and return info;
Consistent visual hierarchy;
Each round of testing informed adjustments that refined the experience, minimizing friction and making the user journey more natural.
Visual Design
With the flows validated, the visual design translated Artwalk’s essence into a modern and expressive interface. The new UI combines bold typography, strong contrasts, and a focus on product images, reflecting the urban style and energy of the sneakerhead audience.
The result is a more cohesive visual language that is both functional and emotionally connected with the consumer.
Handoff
After validating the design, we organized all flows, components, and specifications in Figma. A component system and an implementation guide were created, covering colors, typography, spacing, and responsive behaviors to ensure consistency across desktop and mobile.
We maintained close collaboration with developers, reviewing deliverables and adjusting interactions to ensure the final experience was smooth, intuitive, and true to Artwalk’s identity.
