Kiki Harper
Ux Designer from conception to delivery
Figma
Adobe Photoshop
Kiki Harper
Kiki Harper is a hand-dyed, woman-owned clothing brand based at a local farmers market. When I joined the project, the brand had no online presence. My task was to design and build a Shopify website that captured the creative, artisanal feel of the brand while also prioritizing usability and conversion.
Challenge
One of the biggest challenges was translating the in-person experience — where customers could feel the fabric, see the rich hand-dyed colors, and request custom pieces — into a compelling online experience.
The Solution
The final result was a fully functional e-commerce website that significantly boosted sales and helped the brand reach a wider audience online. My role included UX research, wireframing, prototyping in Figma, visual design, and final site build.
Understanding the User
To understand who I was designing for, I started with available sales data and informal conversations with the founder. The majority of Kiki Harper’s customers were women between the ages of 30–50, often artists or creatives who valued one-of-a-kind pieces and shopped based on feel and story.
Key Insights
Customers tended to engage with the brand in-person at a leisurely pace, so desktop felt like the best experience to replicate that
Buyers valued an artistic and clean visual design that aligned with the handmade nature of the clothing
It was important to build trust online through strong visuals, storytelling, and a clear path to purchasingpurchase
Low-Fidelity Wireframes
I started with low-fidelity wireframes to define layout, user flow, and content hierarchy. My goal was to reduce friction in the shopping experience while creating a layout that felt editorial and expressive.
Initial wireframes included:
Homepage with hero product feature, brand story section, and CTA
Shop page with filters and large product thumbnails
Product detail page with large images and simplified add-to-cart flow
Home Page
Home Page Cont.
Shop Page
Product Page
High-Fidelity Wireframes
I presented these wireframes to the founder and iterated based on feedback — mostly refining the content order, adding emphasis on lifestyle imagery, and clarifying navigation. After, I converted my low-fidelity wireframes to high-fidelity to present to the founder.
Iterations
I presented these wireframes to the founder and iterated based on feedback — mostly refining the content order, adding emphasis on lifestyle imagery, and clarifying navigation.
Iteration #1
After reviewing early user behavior and sales patterns, I made key homepage updates to better mirror the in-person shopping experience and increase engagement:
Custom Made-to-Order Wearables Section
Testimonials Section
Monthly Raffle & Email Capture
Custom Made-to Order Section
In-person shoppers often personalized their orders, a detail that made the brand feel unique. To recreate this online, I added a dedicated section on the homepage to showcase the “Build Your Own” feature. This gave users a similar sense of creativity and ownership, and over time, custom orders became a top-selling product category on the site.
Testimonial Section
Since shoppers couldn't feel the fabric or try on the clothing, I wanted to build trust quickly. Adding testimonials created instant social proof and helped online users feel more confident in the quality and experience.
Monthly Raffle & Email Section
Email marketing was a key growth area. I added a monthly raffle entry section — users could submit their email for a chance to win a free item. This aligned with the brand’s playful, community vibe and helped us grow the mailing list significantly. Shopify analytics showed a notable increase in email signups after launch.
Iteration #2
Following launch, I continued to refine the site based on user feedback and browsing behavior:
Size Chart in Product Description
“You May Also Like” Section
Size Chart in Product Description
Several users mentioned uncertainty about sizing when shopping online, especially since the clothing is hand-dyed and often one-of-a-kind. To reduce hesitation and potential returns, I added a size chart directly in the product description. This gave shoppers immediate context and helped build trust, particularly for first-time buyers.
"You May Also Like" Section
After observing that users often navigated back to the main Shop page after viewing a product, I added a “You May Also Like” section beneath each product listing. This helped guide users toward similar items and increased time on site. It also streamlined the browsing experience by reducing unnecessary navigation and kept users within the purchase flow.
FINAL WEBSITE
Final Website
Outcome / Analytics
After launch, the site’s performance improved significantly across the board:
Sales tripled in the first two months (via Shopify revenue reports)
Within the first two months of launch, the site maintained a 1.85% conversion rate — a strong start for a niche fashion brand with no prior online storefront
Average Order Value increased by 25%
Mobile conversion rate improved after simplifying mobile product pages
Since launch, total sales have increased by 55%, indicating strong early growth and adoption of the online shopping experience
The addition of the customization feature created a new, high-converting pathway
Design Decisions
I brought the brand’s handmade quality into the design through organic typography, custom illustrations, and a vibrant but minimal layout.
Key design choices:
Homepage: Bold hero image, brief brand intro, and CTA placed above the fold
Navigation: Sticky top nav with clear "Shop" and "About" pathways for easy exploration
Product Pages: Large lifestyle images and simplified descriptions to support mobile UX
Customization Feature: Added a “Build Your Own” product experience to mirror the in-person custom order option. This led to increased engagement and sales.
Testimonials & Email Capture: Added a testimonials section and email opt-in for social proof and long-term marketing strategy
Reflection
This project taught me how to balance creative expression with performance goals. Designing for an artistic brand required a visual language that felt organic and expressive. Ultimately, every decision had to support a seamless user experience and clear conversion path. By grounding my designs in user data and stakeholder feedback, I was able to create a site that was both beautiful and effective. Adding features like customization, testimonials, and email opt-ins based on user behavior allowed the site to grow into a more complete and sustainable e-commerce platform.
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