street82.lk · 2021
High-Impact Digital Experience for a Modern Fashion Brand
+35% Active Users
- Role
- Design & Front End Engineering Lead
- Duration
- 3 months
- Year
- 2021
- Client
- street82.lk
Overview
Project overview
- The problem
- Street82 needed a full website revamp to better represent its premium casual and activewear brand for Gen Z and Millennials.
- The decision
- The final website brings the Street82 brand to life with a clean, premium, and youth-focused design.
- The outcome
- +35% Higher engagement with new arrivals and featured drops
The challenge
Understanding the problem
- Communicating a premium yet energetic brand personality.
- Creating a clean, modern interface that appeals to Gen Z and Millennial audiences.
- Simplifying browsing to help users discover outfits and new drops quickly.
- Ensuring fast, seamless performance across devices—especially mobile.
- Enabling order tracking and user feedback.
- Fixing usability issues in the Product Description Page (PDP) and product listing page, which led to confusion, poor information architecture, and higher bounce rates.
The core challenge was to transform the site into a bold, intuitive, and instantly recognizable digital experience that matches the expectations of Gen Z and Millennial shoppers.
The approach
How I approached it
- 01
Conducting detailed research on effective PDP structures to understand what drives clarity, trust, and conversion
- 02
Brand Study & Moodboards
Explored visual styles preferred by Gen Z and Millennials; bold typography, clean layouts, and high-contrast color schemes.
- 03
Competitor Analysis
Reviewed premium fashion brands to identify patterns in product presentation, navigation, and mobile behavior.
- 04
Design Direction
The black/gray/green palette became the core visual identity — modern, energetic, and premium.
- 05
Content Structure
Structured pages to highlight new arrivals, collections, and lifestyle imagery that reflects the brand’s aesthetic.
- 06
Prototype & Iteration
Created responsive layouts, tested visual balance, and refined interactions to ensure a smooth, modern shopping experience.
The solution
What I designed
- A fully redesigned Product Description Page (PDP) with improved information hierarchy, larger imagery, clear sizing guidance, and stronger focus on key details to support confident decisions.
- An optimized product listing page with better filters, sorting options, and a clean layout to reduce bounce rates and help users find items faster.
- Strong visual identity using black, gray, and green.
- Bold typography that reflects confidence and modern activewear culture.
- High-impact hero sections showcasing the latest drops.
- Simple, structured navigation for quick browsing.
- Product cards designed with clean spacing and strong imagery.
- Side panel to view cart at any given time.
- Creating a Clear, User-Friendly Dashboard for Orders, Points, and Reviews.
- Responsive layouts optimized for mobile-first browsing.
- Lifestyle visuals that align with the target audience’s vibe and expectations
Visual designs
Design highlights
01 / 04Wireframes
Impact
Measurable outcomes
- +35%Higher engagement with new arrivals and featured drops
- +20%Increase in mobile browsing time due to faster, clearer layout
- +22%Boost in add-to-cart from clearer product presentation
- -32%Reduction in bounce rate from improved first-screen impact
"He is a great personality to work with.. Well talented and well focused.. He approaches are simple but highly creative.. Has the ability to think fast.. and find the right solution.. Excellent team player as well as exceptional leader.. I wish you all the best"