UI/UX Design Strategy & Revamp  |    2024 - Ongoing

PAZZION.COM

Redefining PAZZION’s Digital Experience for the Next Generation of Shoppers

E-Commerce / Branding / UI/UX Rebranding

Client:
PAZZION.COM

Role:
UI/UX Designer

Tools: Figma, Google Analytics, Shopify

⚠️Short Disclaimer⚠️


Wireframes, prototypes, and detailed visual design assets are currently under active development. Due to project confidentiality, designs and assets cannot be shared publicly at this time.

Feel free to reach out to me, I will be more than happy to explain my ongoing work/projects in detail! 😌

Project Overview

As part of PAZZION’s in-house digital team, I led the comprehensive redesign of our e-commerce experience to reflect the evolving needs of our customers and position the brand for future growth.

The goal was not only to modernize the website but to create a seamless, customer-first journey — blending our brand's core values of quality, comfort, and timeless style with cutting-edge digital practices.

Through an in-depth UX audit, customer research, competitor analysis, and cross-department collaboration, we reimagined PAZZION’s digital flagship to better serve both our loyal base and emerging markets.

Context & Challenge

Founded in Singapore in 2002, PAZZION began with the belief that well-made shoes should be stylish, practical, and built to last. Over the years, it has become a go-to for women who expect more from their footwear.

Shoes and accessories are crafted from genuine leather, focusing on well-made pieces that strike a balance between comfort, form, and function.

Competitors like Charles & Keith and PrettyFit were leveraging minimalist, fast, and mobile-first web experiences. Customers demanded not just products — but fluid, beautiful shopping experiences that mirror premium in-store encounters.

Core Challenges

  • Sluggish mobile performance, high bounce rates

  • Product pages lacking emotional engagement

  • Fragmented loyalty program

  • Disconnect between online and offline shopping experiences

  • Outdated site IA causing friction in discovery and purchase flow

Platform Migration: Shopify ➔ Adobe Commerce (Magento)

As part of PAZZION’s broader digital transformation, we also undertook a critical platform migration — moving from Shopify to Adobe Commerce (Magento) to future-proof the e-commerce operations by supporting:

  • Greater customization capabilities for personalized user experiences

  • Scalability for global expansion and traffic growth

  • Advanced promotions, loyalty integrations and e-commerce capabilities

  • Enhanced security and enterprise-level stability

Migration Focus Areas:

  • Seamless transition without disruption to user experience

  • Maintaining SEO equity

  • Data integrity across product catalogs, customer profiles, and order histories

  • Full revamp of CRM, Loyalty, and ERP systems

  • Optimization of the mobile shopping experience alongside platform change

We worked closely with internal stakeholders, partners, and technical teams to ensure a smooth, phased migration without impacting customers or brand consistency. This was carried out in various phases and sprints.

Design Sprint Timeline

  • FIRST PHASE:

    Define Goals & Objectives
    Conduct UX Audit
    Define Target Audience
    Competitor Analysis
    Site Information Architecture
    Content Strategy
    Wireframing & Prototyping
    Visual Design
    Responsive Design

  • SECOND PHASE:

    User Testing
    Development
    Quality Assurance
    Launch & Promotion
    Post-Launch Monitoring
    Documentation
    Training & Support
    Iterative Improvements

Strategic Goals

    • Increase online conversion rate by 30% through faster mobile browsing and intuitive navigation.

    • Expand membership sign-ups by 40% through clearer loyalty benefits and easier access.

    • Safeguard SEO equity during the platform migration from Shopify to Adobe Commerce.

    • Enable future scalability for global market entry and localized experiences.

    • Enhance operational efficiency with a flexible, modular e-commerce backend.

    • Elevate brand perception by creating an effortless digital experience

    • Build Community Engagement around the brand, encouraging customer interaction and advocacy

    • Clear Brand Messaging to communicate the brand’s USP clearly

    • Simplify product discovery with accurate filters and intuitive search flows.

    • Enhance storytelling through high-quality product imagery, lifestyle content, and detailed sizing guides.

    • Bridge online-to-offline experiences with real-time inventory visibility across retail stores.

    • Streamline checkout process especially for mobile users, reducing steps and cognitive load.

    • Increase loyalty engagement with more visible, seamless rewards integrations.

    • +30% increase in mobile conversions within 6 months post-launch

    • +40% growth in loyalty membership registrations

    • −20% bounce rate reduction on Product Detail Pages (PDPs)

    • >90% scores on mobile Core Web Vitals (PageSpeed, Interactivity)

    • Maintain or grow existing SEO rankings after migration

User Research

Methodologies

  • Quantitative: Customer survey (400+ respondents)

  • Qualitative: Heuristic UX audit, user journey reviews

  • Competitive Benchmarking: UI/UX audits of direct competitors eg.Charles & Keith, PrettyFit etc.

To ensure the redesign was truly customer-centric, we conducted user research to find out:

  • How customers were navigating the current PAZZION website

  • Key friction points across the shopping journey

  • Customer expectations for loyalty programs, mobile shopping, and product discovery

  • Emerging behaviors across different age groups and shopping styles

User Research Findings

  • Enhanced product storytelling through visuals is critical to building purchase confidence online.

    • Customers highly value PAZZION’s product quality and design.

    • Strong demand for 360-degree views, larger product images, and model-worn shots.

    • Minimalistic, clear product photography preferred.

    • Requests for more detailed views, including soles and inner bag compartments.

    • Preference for warmer tone imagery to make products feel more welcoming and relatable.

  • Site performance and navigation simplicity are non-negotiable for better UX.

    Positives:

    • Customers find the website easy to navigate and organized by categories.

    • New Arrivals and fresh content updates were appreciated.

    Negatives:

    • Slow loading and lagging issues reported, especially on mobile.

    • Moving elements created usability challenges.

    • Filters were found to be inaccurate and inefficient.

    • Difficulties in returning to the previous page after viewing products.

    • Unintuitive zoom-in function refreshing the page.

    • Pricing inconsistency: Brunei customers should not be shown USD.

    Room for Improvement:

    • Add filter by stock availability (especially cross-referencing physical store stock).

    • Improve mobile responsiveness and site speed.

    • Simplify navigation and make font sizes larger for readability.

    • Easier payment method selection at checkout.

    • Clearly label “Online Exclusives” to avoid confusion.

  • A more intuitive, emotionally rewarding loyalty system is needed to drive retention.

    • Positives:

      • Customers appreciate discounts for first-time buyers and birthday month promotions.

      • Vouchers and discounts are attractive loyalty drivers.

      Negatives:

      • Difficulty locating birthday discounts or understanding eligibility.

      • Challenges resetting passwords, signing up, or accessing profiles.

      • Membership program felt harder to maintain compared to previous lifetime memberships.

      Room for Improvement:

      • Make loyalty benefits more visible and intuitive across the site.

      • Consider reinstating birthday month discounts (20%).

      • Streamline voucher redemption for both online and offline purchases.

      • Offer exclusive benefits to loyal long-term customers.

  • A seamless O2O integration is vital — customers expect consistency, well-informed staff, and cross-channel support.

    • Discrepancies between online inventory and physical store stock.

    • Store staff lacked information about online-exclusive products and product fit.

    • Negative feedback about certain retail store interactions

    • EDMs (email campaigns) were hard to navigate and did not link directly to product pages.

Synthesis

  • From our research, it became clear that customers value rich visual storytelling, fast and intuitive navigation, and mobile-first functionality.

  • Pain points surfaced around site performance, filter accuracy, checkout complexity, and visibility of loyalty rewards.

  • Customers also expressed a strong desire for better integration between online and physical retail experiences.

Key Insights

  • Product trust is built through imagery.
    (More model images, detailed product close-ups.)

  • Navigation directly impacts purchase confidence.
    (Simplified discovery paths improve engagement.)

  • Loyalty must feel effortless and valuable.
    (Customers expect clarity, immediate rewards, and integration across channels.)

User Personas

To ensure the redesign addressed real customer needs, I developed two primary personas.

These personas represent the core behavioral patterns of PAZZION’s customers — from digital-first, loyalty-driven shoppers to traditional customers who value personalized service and trust.

Understanding these distinct needs allowed us to design an experience that feels intuitive, rewarding, and seamless across both digital and physical touchpoints.

  • Age: 22–30
    Occupation: Young Professional / University Student / Freelancer


    Characteristics:

    • Highly active on social media (Instagram, TikTok)

    • Values convenience, speed, and digital innovation

    • Follows fashion trends online, influenced by influencers and peers

    • Looks for brands that are stylish and align with her lifestyle

    • Shops mostly via mobile, expects seamless checkout

    Shopping Behaviors:

    • Discovers new arrivals through Instagram stories, TikTok, newsletters

    • Buys during online sales, flash promos, and exclusive drops

    • Likes fast shipping, clear return policies

    • Interested in loyalty points, app rewards, early access offers

    Motivations:

    • Wants to feel stylish and confident

    • Enjoys being “in the know” about the latest collections

    • Seeks value for money but is willing to splurge for quality & brand image

    Pain Points:

    • Slow or clunky website experience

    • Limited stock for popular online-exclusive items

    • Long shipping times or complicated returns

    Preferred Touchpoints:

    • Instagram

    • TikTok

    • Email newsletters (short + promo-driven)

    • Mobile-friendly website

    • Brand mobile app (if available)

  • Age: 35–55
    Occupation: Manager / Business Owner / Executive / Homemaker


    Characteristics:

    • Values quality, comfort, and craftsmanship

    • Enjoys physical shopping as a leisure activity

    • Brand loyalty is strong once trust is built

    • Prefers personalized service and human interaction

    • Will research online but prefers to touch and feel products before buying

    Shopping Behaviors:

    • Visits boutiques in malls and lifestyle districts

    • May browse collections online before visiting a store

    • Appreciates VIP programs, in-store events, exclusive previews

    • Tends to buy full-price items if the shopping experience feels premium

    Motivations:

    • Wants to invest in stylish but versatile pieces

    • Seeks reliability and consistency in product quality

    • Enjoys the in-store ambiance and attentive service

    Pain Points:

    • Poor in-store service

    • Lack of size availability during store visits

    • Complicated exchange/return processes

    Preferred Touchpoints:

    • Physical boutiques (flagship stores, premium mall locations)

    • In-store events (launch parties, private sales)

    • WhatsApp / SMS for appointment bookings or VIP previews

    • Elegant, easy-to-navigate website for pre-shopping researcha

Problem Definition

PAZZION serves two distinct customer segments with differing shopping behaviors and expectations:

  • Younger Demographic: (Gen Z / Young Millennials) who expect fast, mobile-first digital experiences and trend-driven products.

  • Older Demographic (Older Millennials / Gen X) who value personalized, high-touch retail experiences and premium service.

Currently, there is a gap in seamlessly serving both segments equally well — especially when aligning online and offline experiences, marketing communications, and product assortment.

If the brand leans too much into one side (e.g., ultra-digital), it risks alienating the boutique lover. If it focuses too much on traditional retail, it risks losing the young, fast-moving digital customer.

The goal is to balance the brand's appeal across these two groups without diluting PAZZION’s premium and fashionable image.

Ideation Focus

To bridge the gap between these two audiences, PAZZION should focus on:

1. Omnichannel Shopping Experience

  • Younger Demographic:
    Fast, intuitive online shopping, seamless mobile UX, quick delivery, loyalty app, real-time stock updates.

  • Older Demographic:
    Boutique appointment booking, "Reserve Online, Try In-Store," in-store pickup, member exclusive experiences.

2. Targeted Communications

  • Younger Demographic: Instagram Reels, TikTok videos, email drip campaigns with early drops, gamified loyalty programs.

  • Older Demographic: Personalized WhatsApp messages, exclusive shopping event invites, curated lookbooks, lifestyle blog content.

3. Product & Collection Strategy

  • Younger Demographic: Trend-forward capsules, limited drops, collaborations with influencers, exclusive online releases.

  • Older Demographic: Timeless, versatile, premium-quality collections, exclusive in-store editions, product storytelling about craftsmanship.

4. Service & Customer Journey Personalization

  • Younger Demographic: AI chatbot support, fast responses, social media DMs for customer service, rewards for reviews and referrals.

  • Older Demographic: Dedicated client advisors,loyalty tiers with private shopping perks.

Customer Journey Mapping

To serve both customer segments without overextending operationally, PAZZION must focus on enhancing the loyalty program, streamlining the digital experience, and delivering curated communications that feel tailored but scalable.

Next

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