Content Design & Strategy | 2023 - 2025

PAZZION.COM

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

E-Commerce / Branding / Content Strategy

Client:
PAZZION.COM

Role:
UI/UX Designer/ Content Strategist

Tools: Figma, CrazyEgg, Shopify Plus

Project Overview

As part of PAZZION’s in-house e-commerce team, I focused on shaping the visual design and content strategy of our online shopping experience. While the marketing team drove brand direction, I was responsible for curating imagery, designing layouts, and crafting copy that translated these assets into a seamless digital experience.

Guided by an in-depth UX audit, customer research, competitor analysis, and a targeted visual refresh, the redesign resulted in a cleaner, more intuitive landing page that balanced brand storytelling with usability.

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, the brand has become a go-to for women who expect more from their footwear: Products that balance comfort, form, and function.

As customer expectations shifted, competitors raised the bar with minimalist, mobile-first e-commerce experiences. Shoppers no longer wanted just products — they expected fluid, branded online journeys that mirrored premium in-store encounters.

Core Challenges

  • Sluggish mobile performance driving high bounce rates

  • Product pages lacking emotional engagement, reducing brand connection

  • Absence of strong branding elements and trust signals, weakening credibility and conversions

  • Fragmented loyalty program, limiting retention and repeat purchases

  • Disconnect between online and offline experiences, diluting brand consistency

  • Outdated site information architecture (IA) causing friction in product discovery and checkout

Solution & Approach

To address these challenges, I focused on content design, visual curation, and UX improvements to create a cleaner, more engaging shopping experience:

  • Content & Copywriting – Refined headlines, navigation labels, and CTAs to improve clarity and guide users through the purchase journey. Added trust-focused messaging to reinforce PAZZION’s brand values of quality and comfort.

  • Visual Curation – Selected and optimized imagery from seasonal campaigns to create emotional engagement and align with brand storytelling. Balanced aesthetic appeal with usability for web and mobile.

  • User Experience Improvements – Reorganized the site information architecture to simplify product discovery and reduce friction in the checkout flow. Improved visual hierarchy on landing pages to highlight campaigns and core collections.

  • Trust & Branding Enhancements – Recommended stronger brand elements (consistent typography, content tone, and trust signals like product quality assurances) to improve credibility.

  • Collaboration – Worked closely with the marketing team (campaign shoots and branding) and developers (implementation and performance) to ensure a seamless rollout.

Strategic Goals

  • Strengthen PAZZION’s digital presence with consistent branding, engaging visuals, and messaging that reflects the brand’s positioning.

  • Introduce clear copy, quality signals, and cohesive design elements to assure customers of product value and brand reliability.

  • Craft emotionally engaging product pages, CTAs, and landing content that encourage deeper exploration and purchases.

  • Streamline performance and design for mobile-first shopping, reducing bounce rates and drop-offs.

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 detailed user personas based on real customer research, purchase behavior, and market insights. These personas captured goals, frustrations, and shopping behaviors across different customer segments.

  • 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 & Ideation Focus

The content needed to engage two very different customer groups:

  • Gen Z / Young Millennials seeking fast, mobile-first, trend-driven experiences.

  • Older Millennials / Gen X expecting premium service, trust, and brand consistency.

The existing homepage lacked branding strength, clarity, and trust signals, making it difficult to serve both audiences equally. The challenge was to balance modern digital convenience with boutique-inspired storytelling, without diluting PAZZION’s image.

The ideation phase centered on creating homepage content that could:

  • Balance two audience needs — trend-driven, mobile-first content for younger shoppers and trust-building, premium signals for older customers.

  • Strengthen brand presence through consistent visuals, messaging, and a refined content hierarchy.

  • Improve clarity and navigation by highlighting campaigns, core collections, and CTAs in a way that reduced friction.

  • Build trust and credibility with stronger branding elements, quality assurances, and storytelling.

  • Mirror in-store experiences by making the homepage feel more personal, polished, and service-driven.

Customer Journey Mapping

To serve both customer segments PAZZION must focus on streamlining the digital experience,
and delivering curated communications that feel tailored but scalable.

Interim Solutions

Before arriving at the current homepage, incremental updates were made that tested content and visual improvements while reducing disruption to ongoing campaigns.

  • 2023 (Before): The homepage was functional but cluttered, with weak branding elements, inconsistent visual hierarchy, and limited trust signals. Navigation felt transactional rather than engaging.

  • Strengthened Campaign Visuals (2024): Integrated editorial hero banners and lifestyle imagery to make the homepage feel more aligned with brand storytelling. This improved engagement but highlighted the need for clearer hierarchy.

  • Content Hierarchy Adjustments (2025 H1 & H2): Introduced modular sections and simplified layouts to guide users more effectively from campaigns to product discovery. Mobile-first layouts were prioritised to address high bounce rates.

  • Trust Signal Exploration: Experimented with subtle quality assurances, clearer product labeling, and cleaner typography to build credibility and align with PAZZION’s premium identity.

These interim iterations acted as testbeds for content and design decisions, validating which approaches resonated most with users and informing the final homepage system.

Visual Branding Direction

As part of PAZZION’s ongoing rebranding journey, I work on shaping the visual and content direction of our e-commerce experience. While the homepage redesign is the most visible outcome I can share publicly, my role extends across other key pages and touch points that are currently in development as part of a larger theme refresh.

Due to confidentiality, I can only showcase the homepage evolution here — but my contributions go beyond layout design:

  • Curating photography assets to align campaigns with the evolving brand identity.

  • Refining content hierarchy and copy to balance usability with premium storytelling.

  • Establishing visual consistency across product pages, loyalty experiences, and future site modules.

By blending editorial-style photography with a user-centered design approach guided by user behaviour patterns and analytics, I helped PAZZION kick-start transitioning from catalogue-style e-commerce to a modern, premium, and trust-building digital presence.

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