E-commerce

Redesign of an online umbrella store — focused on increasing conversion rates and unifying the brand’s visual language to better reflect its modern identity.

improvement of trust & transparency
information architecture
accessibility
offer personalization
consistent presentation of both brands within a single shopping environment

How do you design an online store that sells as effectively as the best salesperson in a brick-and-mortar shop?

This question became the starting point for a project to create a shared e-commerce platform for two global umbrella brands – Parasolex (a premium segment brand) and Para-SOL (an inclusive brand). Both have excelled in B2B sales for decades, but for the first time, they decided to offer their products directly to individual customers. The goal was not only to build a functional online store but to create a modern shopping experience that:

can handle increased traffic on rainy days,
makes it easy to choose from hundreds of products,
replaces the in-store salesperson who could always recommend the perfect umbrella.

Guiding policy

Build a unified, high-performing e-commerce platform that simplifies product discovery across both brands, ensures frictionless purchases even during traffic surges, and translates the in-store advisory experience into a digital, intuitive interface — all while visually expressing a brand identity rooted in both tradition and modernity.

okay... let's see what can we upgrade

Topbar redesign – improved layout with added direct links to key sections.
Addition of a promotional scroll ticker at the very top, showcasing real-time offers or discounts.
Product card redesign – displaying a second image on hover to enhance product browsing.
Refined product card layout using a left-right visual hierarchy for improved readability and scannability.
Improved color contrast across all key views to enhance visual accessibility (WCAG-compliant updates).
Reorganized product information section – prioritizing key details based on user intent and decision flow.
Added return policy information directly to the product card to increase clarity and trust.(faceted navigation).
Introduced visual representations of payment methods in the footer (e.g. icons for Visa, PayPal, etc.)
Footer redesign – improved contrast, increased text size, and enhanced accessibility for better readability.
Relocated the information bar to sit above the footer and increased its visual prominence.
Copy optimization – replaced “Searched for” with “Our Bestsellers” to boost engagement and conversion.
‍Implemented a horizontal category bar at the top of product listings for faster navigation.
‍Add a filter configurator panel on the left side of the product listing page.
Add a value-driven headline to the product listing page.

E-commerce

Redesign of an online umbrella store — focused on increasing conversion rates and unifying the brand’s visual language to better reflect its modern identity.

PROJECT INTRO

DISCOVER PHASE

DEFINE PHASE

DEVELOPE PHASE

DELIVERY PHASE - DESIGN

How do you design an online store that sells as effectively as the best salesperson in a brick-and-mortar shop?

Discover phase

interview transcription

key points

current situation

product

insight

must have

nice to have

wants

resigned from

define phase

synthesis /

client JTBD

When

I see that online shopping is growing rapidly,

i want to

launch a modern and intuitive e-commerce store,

so i can

reach individual customers, grow my brand presence in the digital space, and start selling directly.

synthesis /

user JTBD

When

it’s raining and I don’t have an umbrella,

i want to

quickly find and buy one that suits my needs (e.g. size, style, wind resistance),

so i can

feel prepared, stay dry, and avoid frustration.

Guiding policy

North Star Metric

- Sales

Issue Tree

Develope phase

okay... let's see what can we upgrade

Delivery phase

before

after

before

after

Analyze. Iterate. Optimize.