Apparel E-commerce Experience
Stelle is a women’s and children’s apparel brand. I led an end-to-end website redesign—spanning user research, data analysis, and visual direction—to improve conversion and retention through a more engaging shopping experience.
Company
Stelle
Timeline
3 months
My Role
UX Designer
Team
1 Dev, 1 PM
Figma Presentation
Background
Stelle is an e-commerce clothing brand. The core goal was to improve the online shopping experience for customers and help the business grow its key metrics (order value, conversion, etc.). I was responsible for the website design, user research, data analysis, and branding design.
1
The Challenge:
* Low conversion rate (~0.5–0.83%) meaning very few visitors were buying. * High cart abandonment and inflated analytics from bot traffic, skewing real user behavior insights. * Poor user experience: navigation, product discoverability, mobile performance, and trust signals needed improvement.
Figma Presentation
2
Soultion:
3
Result
3.6%
Conversion rate improved from 0.5% to 3.6%
12.6%
Grew the loyalty enrollment rate from 3.2% to 12.6%
500K
Reached $500K in revenue in the first year
4
Figma Presentation
