Summary:
Project Focus:
My Role:
Tools Used:
The
House of Ishaani approached with a simple request: create a digital space worthy of the heritage they carry. They wanted a website that feels as warm and human as their handwoven sarees, a place where craftsmanship, trust, and culture are experienced, not just displayed.
They needed a system that guides customers gently, explains authenticity clearly, and helps them shop confidently for luxury textiles online.
Industry
Ethnic Fashion, Handloom Banarasi Sarees
Platform
Services
UX Design, UI Design, Web Development
Project Duration
2 Months
Constraints
No prior UX structure, complex catalog, luxury positioning
Business Goals
Build strong digital trust
Increase product discovery
Improve purchase confidence
User Goals
Understand sarees easily
Feel authenticity quickly
Shop with confidence
User Problems
Hard to understand weave types and differences
Unsure if sarees were truly handwoven
Difficulty choosing from many similar-looking products
Research Methods
Stakeholder interviews with founders
Conversations with 6 recent customers
Competitor analysis across luxury ethnic brands
Content heuristic evaluation
Behaviour mapping using session replays
Key Insights
Users rely heavily on emotion + trust when buying luxury sarees online
Product stories, craftsmanship details, and fabric authenticity drive purchase decisions
Users want reassurance: Is this genuine? Is this worth the price?
Visual richness matters, but clarity matters more
Simple, guided navigation reduces decision fatigue
Customers trust brands that educate them
Client Outcomes
Increased clarity across categories
Higher product engagement and scroll depth
More confident add-to-cart actions
Improved conversions from new visitors
Reduced browsing fatigue
What I Learned About the Domain
In luxury textiles, emotion is the real conversion engine.
Users need craft education to appreciate pricing.
Saree shoppers rely on sensory cues, digital design must simulate touch.
Trust symbols (handloom badges, technique stories) drastically reduce hesitation.
Guided navigation is essential when products look visually similar.
Simplicity is powerful, fewer choices lead to better decisions.
What My UX Decisions Enabled
A trusted buying journey for a high-value product
A structure that supports future product expansion
A website that truly reflects the soul of the brand
Higher emotional resonance, essential for cultural products
