Lou.pl – eCommerce redesignfor a premium women’s fashion brand

The collaboration with Lou.pl spanned several months and involved a complete UX/UI redesign for both desktop and mobile platforms.

Alongside the new experience, I developed a tailored design system to unify the brand’s visual language and coordinated the implementation phase with Lou’s internal team to ensure a smooth and consistent launch.

The redesigned store was implemented with Lou’s internal team. The public case study documents the delivered change — a unified design system, responsive storefront and rebuilt checkout — rather than post-launch sales or conversion figures, which are not published.

To accelerate the redesign and ensure consistency across platforms, I built a modular design system from scratch — including all core UI components and state variants. It was designed to simplify collaboration, reduce duplication, and support faster iteration across teams. The system allowed us to maintain clarity and brand alignment while scaling the project for both desktop and mobile experiences.

The color system was built around natural, desaturated tones that echo the premium and feminine aesthetic of the Lou brand. Beige, sand, gray, and warm neutrals were chosen to create a soft yet confident tone, ensuring the interface feels elevated, approachable, and in tune with the product line.

This restrained color direction provided clarity across UI components, while reinforcing the brand’s minimal sophistication and focus on detail.

Before redesigning the homepage, I needed to understand what wasn’t working. The original site struggled to reflect the brand’s elevated identity — both visually and structurally.

From this starting point, we redesigned the homepage to act as both a visual showcase and functional hub. Full-screen photography, editorial typography, and refined UI patterns now position Lou.pl clearly in the premium fashion segment.

In Lou.pl I focused on removing friction from the two most critical moments of the shopping journey: product discovery and product decision.

I redesigned the product list and product detail page to make browsing clearer, comparisons easier, and key information instantly accessible — helping users move from exploration to purchase without hesitation.

Clear hierarchy, better filtering, and a more informative product page transformed the desktop experience into a smooth, decision-driven flow.

I redesigned the entire checkout experience by combining multiple steps into a single, intuitive page.

This change significantly speeds up the process and reduces friction – no more jumping between screens, just one smooth flow from cart to confirmation. It’s all about making shopping as effortless as it should be.

Beyond just products, I focused on designing storytelling-driven pages that build trust, connect emotionally, and reflect the soul of the brand.

From showing how each dress is made, to highlighting our team, our values, and real women wearing Lou — every page was created to inspire and deepen the connection with our customers. Because great design isn’t just about how things look, but how they make you feel.

Mobile wasn’t an afterthought. I made sure every interaction, layout, and detail worked seamlessly on smaller screens — keeping the shopping experience fast, clear, and intuitive from the first tap to checkout. No compromises, just the full brand experience in your pocket.