The Steffl Department Store, a renowned luxury retailer in Austria, aimed to create a sophisticated e-commerce platform to complement its flagship store in Vienna. The objective was to design a site that aligned with the brand’s premium identity while offering an intuitive and seamless shopping experience. My role involved contributing to the design strategy, crafting the information architecture, and designing user flows and wireframes. I collaborated with stakeholders to define goals and align the digital direction with Steffl’s vision. By organizing the site’s structure, I ensured easy navigation across diverse product categories, improving content discoverability and reducing user effort.

To enhance the user experience, I mapped key user journeys, addressing potential pain points in the purchase process and streamlining steps for checkout. Wireframes were created to prototype critical pages, including the homepage, product listings, and the checkout flow. The final UI aimed to blend aesthetics with functionality to highlight the luxury nature of the brands distributed over the website.