Designing an E-Commerce Experience for a Handcrafted Idol Brand
Mini Murtees is a brand offering handcrafted miniature idols and decorative pieces. The objective of the project was to redesign their website to create a more engaging and conversion-focused e-commerce experience. The existing website primarily functioned as a product showcase and lacked a strong user-centered approach. The goal of the redesign was to build a modern e-commerce platform that improves engagement, simplifies product discovery, and encourages users to complete purchases.
My Role
UI/UX Designer • Conducted stakeholder interviews to understand business goals and product positioning • Performed research and benchmarking of other e-commerce platforms • Designed the user interface and interaction patterns • Created high-fidelity UI designs for the website
The Challenge
The main challenge was to improve engagement and increase product conversions while maintaining the brand's identity as both a showcase platform and an e-commerce store. The earlier website presented products but did not effectively guide users through a purchasing journey. The experience needed to balance two key aspects: • Acting as an engaging product discovery platform • Supporting a smooth and intuitive e-commerce purchasing flow Achieving this balance was essential to ensure the website both showcased the brand and encouraged users to buy.
Research & Discovery
To understand the business needs and current limitations of the website, stakeholder interviews were conducted. These discussions helped identify key expectations for the platform and the role the website needed to play in the brand's digital presence. Research and benchmarking were also conducted to study how successful e-commerce platforms structure product discovery, category navigation, and purchasing flows. These insights helped shape the direction of the redesigned experience.
Key Focus Areas
Based on research and stakeholder discussions, the redesign focused on the following areas: Improving Product Discovery Ensuring users can easily browse through different product categories and explore the range of miniature idols and decorative pieces. Increasing Engagement Designing a visually engaging interface that encourages users to explore multiple products and spend more time on the website. Optimizing the Purchase Journey Structuring the website in a way that naturally guides users from product discovery to product selection and checkout. Balancing Showcase and Commerce Maintaining a balance between a visually rich product showcase and a functional e-commerce experience.
Design Approach
The design focused on creating a modern and stylized interface that highlights the craftsmanship of Mini Murtees' products while maintaining a clean and structured layout. Clear category structures and product organization were introduced to make browsing intuitive. The interface was designed to keep users engaged while also making it easy for them to move toward purchasing products. The overall visual direction emphasizes product imagery and minimal distractions, allowing the products themselves to remain the focal point of the experience.
Solution
The redesigned website delivers a modern e-commerce experience that combines engaging product presentation with a streamlined shopping journey. Key aspects of the solution include: • A visually engaging homepage that introduces users to the brand and product categories • Structured category navigation to simplify product discovery • Product pages designed to clearly present product details and encourage purchase decisions • A clean and modern visual style that highlights the products while maintaining usability
Outcome
The final result is a modern e-commerce website designed to engage users and guide them through a smoother product discovery and purchasing journey. The redesigned experience helps the brand present its products more effectively while supporting its goal of increasing user engagement and improving product conversions.