EDIT

We designed EDIT’s e-commerce store to reflect its luxury brand with a modern aesthetic that appeals to exclusive clients.

SERVICES PROVIDED

UX RESEARCH

WEBSITE DESIGN

THE CLIENT

About EDIT

EDIT is a luxury retail store in the UAE, specializing in high-end watches and accessories. With five locations, they offer a curated selection of top-tier brands, catering to clients who value sophistication and style.

The Challenge

We were brought in by a partner agency to tackle a unique challenge for EDIT. They needed an e-commerce store that aligned with their refined, luxurious brand identity while addressing key requirements: a sleek UI, improved UX for better navigation and a smooth buying journey, and personalized features like a custom gift option for their elite clientele.

Their primary goals

Design a modern e-commerce store that feels true to their brand.
Make navigation and purchasing effortless for users, with clear access to product details at the granular level.
Simplify the checkout process.

What were their primary goals?

Introduce a custom gift option for a more personal touch.
Showcase their physical store locations in a meaningful way.

The Target Audience

Refined buyers in search of timeless, luxury pieces.

The Process We Followed

Competitive research
Sitemap and Wireframes
Style guide
Responsive UI Design
Development Support

We worked closely with EDIT’s brand book to design every page and element, capturing their high-end identity with custom components and visuals that reflected their style. During the design exploration phase, we continuously iterated on the homepage, refining every detail until it was just right. The final, polished result made all the effort worthwhile.

CONCEPT 01

CONCEPT 02

CONCEPT 03

THE OUTCOME

A Mobile-First Approach for Effortless Shopping

We adopted a mobile-first approach. The responsive design adapts to each interface, providing a uniform experience across all devices, no matter how users engage with it. Every detail was carefully considered to stay true to EDIT’s brand, offering a user experience that feels as premium and polished as their products.

INTUITIVE PATHWAYS

Homepage Designed for Easy Navigation and Discovery

We structured the homepage to provide users with a comprehensive overview of the website's offerings. Clear, intuitive pathways eliminated unnecessary redirections, while curated categories like "Watches Under 1000 AED", and “New Arrivals” simplified the user journey as well as product discoverability.

QUICK VIEW

Curated Collection Pages

For the Collection Page, we added a quick view feature, letting customers explore products without extra redirections. Filters made the process faster, helping them find what they need with ease.

CONFIDENT CHOICES

Product Pages That Prioritize Informed Choices

For the product detail page, we intentionally moved away from urgency-driven tactics and instead designed a welcoming experience for those shopping for premium items to take their time. We made sure that all essential details were readily accessible, guiding customers to make informed, confident choices.

By deeply understanding user psychology and conducting extensive UX research, we anticipated their questions and needs, offering a sense of clarity and trust at every step.

SMOOTH PROCESS

Orders, Returns, and History—All in One Place

We also designed a user accounts page to help customers track their history, orders, and returns without hassle. By making these features more accessible, we guaranteed customers felt valued and heard at every stage. This enhancement allowed EDIT to offer a seamless customer service experience, flowing smoothly from start to finish.

COHESIVE APPROACH

Attention to Detail, From FAQs to 'About Us'

Our attention to detail extended to every corner of the site, including supplementary pages like 'About Us,' 'FAQ,' and 'Contact Us.' Each page reflected EDIT’s luxury identity while staying true to the overall experience, creating a cohesive and intentional feel throughout every interaction.

User Stats

The Impact

The theme for EDIT's project revolved around the word 'experience.' We set EDIT up for success in an increasingly saturated and competitive market by going beyond their product offering and taking their customers through an experience they would want to return to.