Saole
DESCRIPTION
Womenswear — D2C Store
DURATION
Feb 2026
MY ROLE
- Full store planning and layout design on the I'mweb platform.
- PC/mobile responsive UI frontend optimisation and custom CSS.
- Commerce category setup and payment/shipping integration.
TECH
I'mweb
HTML · CSS (custom styling)
Figma
Project Purpose
Saole is a casual womenswear brand with a hip, trend-led mood, launching its own store on I'mweb. Two things had to be true at once: the store had to carry the brand's modern, chic register, and it had to convert. The constraint that shaped the work was handover — this is an early-stage brand, so the system had to be one the client could operate alone, without ever opening a code editor.
Scope
- · I'mweb D2C Store Design & Build
- · Responsive UI/UX Optimisation
- · Product Category & Promotion Setup
- · Commerce Feature Integration
Key Technical Features
E-commerce UI/UX Optimization
- · NEW ARRIVALS, BEST ITEMS and TIME SALE sections are placed strategically on the main page where they directly drive purchase.
- · The user journey was designed so an arriving customer moves to browse, cart and checkout without a break in momentum.
Fully Responsive Web Design
- · Fashion e-commerce is overwhelmingly mobile, so breakpoints were tuned precisely rather than left at defaults.
- · Image layout and text render at the correct ratio across PC, tablet and mobile without breaking.
Custom Styling & Layout
- · Beyond I'mweb's stock templates — web font application, fine margin and padding adjustment, custom button and hover behaviour.
- · The point was to escape the uniform look that off-the-shelf solutions impose.
Efficient Management System
- · Product category tree and Notice, Q&A and Review board modules were structured systematically for handover.
- · New arrivals, stock and sold-out states, and time-sale timers are all operable by the client independently.
Design Points
Trendy & Minimalist Aesthetics
Unnecessary graphic elements were removed decisively so garment fit and material detail carry the page, on achromatic grounds with simple typography.
Intuitive Categorization
Top, Bottom, Outer, Dress&Setup and ACC — the GNB routing most familiar to the target customer, so nobody has to learn a new vocabulary to shop.
Visual Hierarchy for Conversion
TIME SALE banners, discount rate and price were given a clear visual hierarchy, raising attention on promoted items and adding the tension that closes a purchase decision.