Femmella
Femmella
Femmella
Designing an inclusive, confidence-first fashion shopping experience for the modern Indian woman.
Designing an inclusive, confidence-first fashion shopping experience for the modern Indian woman.
Designing an inclusive, confidence-first fashion shopping experience for the modern Indian woman.
Year
[2022]
Client
Superbottoms
Service
UIUX Design, Communication Design
Year
[2022]
Client
Superbottoms
Service
UIUX Design, Communication Design
Year
[2022]
Client
Superbottoms
Service
UIUX Design, Communication Design
Femmella’s web-app redesign aims to create a seamless, visually engaging, and confidence-building shopping experience for modern Indian women. Rooted in inclusivity, quality, and comfort, the platform will help users discover styles effortlessly, feel represented, and shop with trust—from product discovery to post-purchase.
Femmella’s web-app redesign aims to create a seamless, visually engaging, and confidence-building shopping experience for modern Indian women. Rooted in inclusivity, quality, and comfort, the platform will help users discover styles effortlessly, feel represented, and shop with trust—from product discovery to post-purchase.
Femmella’s web-app redesign aims to create a seamless, visually engaging, and confidence-building shopping experience for modern Indian women. Rooted in inclusivity, quality, and comfort, the platform will help users discover styles effortlessly, feel represented, and shop with trust—from product discovery to post-purchase.
Platform
Web
Collaborators
Arshdeep Singh
Akanksha Kushwaha
My Role
Design Lead
Skills Used
Design Systems
Creative Direction
Icon Design
User Experience
Interaction Design
Challenge
Despite strong brand values around quality, comfort, and inclusivity, Femmella’s existing website does not yet deliver the clarity, structure, or emotional connection users expect. Key challenges include:
Experience Gaps
Confusing navigation and unclear product journeys.
Product pages lacked structure, detail, and visual engagement.
No strong trust-building layers such as reviews, nudges, or clear policies.
User Pain Points Identified
Difficulty judging fit, fabric quality, and real-life appearance.
Unclear return/refund processes leading to hesitation.
Need for size guidance, occasion-based shopping, and styling context.
Market & Behavioural Challenges
Users compare Femmella to highly optimised platforms like Myntra, Zara, and Mango.
Plus-size shoppers struggle with availability and visual representation.
Shoppers need faster, more transparent delivery tracking and communication.
Business Challenges
Need for a scalable, analytics-driven platform.
Desire to lower bounce and uplift conversions through clear, compelling journeys.
Solution
The proposed solution is a research-driven, conversion-focused web-app that transforms how users discover, evaluate, and trust Femmella.
Experience Strategy
Mobile-first interface with fast loading, intuitive navigation, and engaging product discovery.
Clear user journeys built around Fresh, Season, Reason, and Inclusive pathways to match diverse motivations.
Occasion-based and style-based shopping to break monotony and increase relevance.
Product Understanding Tools
High-definition photos, videos, fabric closeups, styling references, and model descriptions.
Fit-confidence modules, improved size guides, and size storage for repeat shoppers.
Trust-Building Layer
Verified product reviews and nudges that highlight delivery timelines, size inclusivity, newness, and social proof.
Transparent returns, exchanges, and post-purchase communication.
Brand-Led Content & Community
Celebrating Womanity — a communication theme that embraces every phase and body type.
Listicles, human-interest stories, styling guides, Femmella Forward loyalty program, and community features.
Post-Purchase Excellence
Clear tracking, proactive updates, and a delightful unboxing experience.
Policies that feel supportive rather than punitive.
Scalable Tech & Growth-Friendly Architecture
Designed for better analytics, marketing funnels, ad-specific landing pages, and upcoming verticals (home, accessories, etc.).
Challenge
Despite strong brand values around quality, comfort, and inclusivity, Femmella’s existing website does not yet deliver the clarity, structure, or emotional connection users expect. Key challenges include:
Experience Gaps
Confusing navigation and unclear product journeys.
Product pages lacked structure, detail, and visual engagement.
No strong trust-building layers such as reviews, nudges, or clear policies.
User Pain Points Identified
Difficulty judging fit, fabric quality, and real-life appearance.
Unclear return/refund processes leading to hesitation.
Need for size guidance, occasion-based shopping, and styling context.
Market & Behavioural Challenges
Users compare Femmella to highly optimised platforms like Myntra, Zara, and Mango.
Plus-size shoppers struggle with availability and visual representation.
Shoppers need faster, more transparent delivery tracking and communication.
Business Challenges
Need for a scalable, analytics-driven platform.
Desire to lower bounce and uplift conversions through clear, compelling journeys.
Solution
The proposed solution is a research-driven, conversion-focused web-app that transforms how users discover, evaluate, and trust Femmella.
Experience Strategy
Mobile-first interface with fast loading, intuitive navigation, and engaging product discovery.
Clear user journeys built around Fresh, Season, Reason, and Inclusive pathways to match diverse motivations.
Occasion-based and style-based shopping to break monotony and increase relevance.
Product Understanding Tools
High-definition photos, videos, fabric closeups, styling references, and model descriptions.
Fit-confidence modules, improved size guides, and size storage for repeat shoppers.
Trust-Building Layer
Verified product reviews and nudges that highlight delivery timelines, size inclusivity, newness, and social proof.
Transparent returns, exchanges, and post-purchase communication.
Brand-Led Content & Community
Celebrating Womanity — a communication theme that embraces every phase and body type.
Listicles, human-interest stories, styling guides, Femmella Forward loyalty program, and community features.
Post-Purchase Excellence
Clear tracking, proactive updates, and a delightful unboxing experience.
Policies that feel supportive rather than punitive.
Scalable Tech & Growth-Friendly Architecture
Designed for better analytics, marketing funnels, ad-specific landing pages, and upcoming verticals (home, accessories, etc.).
Challenge
Despite strong brand values around quality, comfort, and inclusivity, Femmella’s existing website does not yet deliver the clarity, structure, or emotional connection users expect. Key challenges include:
Experience Gaps
Confusing navigation and unclear product journeys.
Product pages lacked structure, detail, and visual engagement.
No strong trust-building layers such as reviews, nudges, or clear policies.
User Pain Points Identified
Difficulty judging fit, fabric quality, and real-life appearance.
Unclear return/refund processes leading to hesitation.
Need for size guidance, occasion-based shopping, and styling context.
Market & Behavioural Challenges
Users compare Femmella to highly optimised platforms like Myntra, Zara, and Mango.
Plus-size shoppers struggle with availability and visual representation.
Shoppers need faster, more transparent delivery tracking and communication.
Business Challenges
Need for a scalable, analytics-driven platform.
Desire to lower bounce and uplift conversions through clear, compelling journeys.
Solution
The proposed solution is a research-driven, conversion-focused web-app that transforms how users discover, evaluate, and trust Femmella.
Experience Strategy
Mobile-first interface with fast loading, intuitive navigation, and engaging product discovery.
Clear user journeys built around Fresh, Season, Reason, and Inclusive pathways to match diverse motivations.
Occasion-based and style-based shopping to break monotony and increase relevance.
Product Understanding Tools
High-definition photos, videos, fabric closeups, styling references, and model descriptions.
Fit-confidence modules, improved size guides, and size storage for repeat shoppers.
Trust-Building Layer
Verified product reviews and nudges that highlight delivery timelines, size inclusivity, newness, and social proof.
Transparent returns, exchanges, and post-purchase communication.
Brand-Led Content & Community
Celebrating Womanity — a communication theme that embraces every phase and body type.
Listicles, human-interest stories, styling guides, Femmella Forward loyalty program, and community features.
Post-Purchase Excellence
Clear tracking, proactive updates, and a delightful unboxing experience.
Policies that feel supportive rather than punitive.
Scalable Tech & Growth-Friendly Architecture
Designed for better analytics, marketing funnels, ad-specific landing pages, and upcoming verticals (home, accessories, etc.).
© Femmella
© Femmella
© Femmella
