Case study · 08
Ayne
An e-commerce site for a Ugandan fashion label, designed for day-to-day editing by the team.
- Year
- 2023
- Role
- Brand design, e-commerce build
- Stack
- E-commerce · Brand · Uganda
- Live
- www.ayne.ug
01 · The brief
What the client needed.
Ayne needed an e-commerce site that felt aligned with the brand, supported day-to-day catalog updates, and made shopping straightforward on mobile.
02 · Discovery & IA
Structure, audience and sitemap.
The early work was about reducing friction. The structure had to support browsing by collection, make mobile shopping feel easy, and leave the team with a setup they could update regularly without making the catalogue harder to manage.
Sitemap · ayne.ug
06 routes · 04 collections · cart flow
- ·Every collection page reuses one template fed by a CMS collection (title, hero, products, lookbook).
- ·Cart and Checkout are flow states, not menu items — accessed from the persistent header icon, never the primary nav.
03 · Wireframes & UX
From wireframes to prototype.
The wireframes focused on product browsing and checkout flow, especially on mobile. I used them to simplify the path from landing on a collection to viewing product details and moving into purchase.
Collection wireframe
Hi-fi · /shop/[collection]
- 01Header keeps cart count + search reachable on every page
- 02Collection hero leans on one editorial image, no copy clutter
- 03Grid is two-up on mobile, four-up on desktop — same template
- 04Pinned add-to-cart on product cards keeps tap distance short
04 · Outcome
What changed after launch.
The end result was a brand-aligned shop that felt easier to browse and easier to maintain, especially for day-to-day catalogue and collection updates.
