Daily Paper Webshop

Over the course of five months, I led the UX design for Daily Paper’s new webshop from initial research through prototyping, stakeholder alignment, and launch. I continued working on ongoing improvements for over 1.5 years.My goal was to deliver a high-performance, mobile-first platform that could scale globally, align with Daily Paper’s strong cultural identity, and increase revenue through optimized UX. I worked closely with their internal e-commerce and marketing teams, external developers, and management stakeholders, owning both the strategy and detailed design execution.

Link to live website

dailypaperclothing.com

Type

UX Design, Strategy, Branding

Platform

Shopify Plus, Figma, Trello, Markup.io, Jira

Client

Daily Paper

Date

2022

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Objectives

Daily Paper was already an established fashion brand, but their existing webshop lacked the conversion efficiency and UX maturity required to support their global expansion - especially into the UK and US markets.
A full redesign of the website architecture and UI
A conversion-first mobile experience
Upselling and average order value improvements
Reduced purchase friction and faster decision-making
Seamless alignment between brand storytelling and commerce

Research & Methodologies

I started by conducting a UX audit of the existing site. Using heuristic evaluation and task flow analysis, I identified friction points in navigation, checkout, and product discovery - especially on mobile.

To structure the project, I applied:
Agile UX for iterative delivery and validation
Hi-fidelity prototyping in Figma for early stakeholder alignment
Wireframing and modular UI design for scalable delivery
A/B testing post-launch to assess the impact of design changes
Benchmarking against top-tier mobile e-commerce platforms (e.g. Nike, SSENSE)

UX Strategy & Design Approach

With over 90% of Daily Paper's traffic coming from mobile devices, I structured the experience around mobile-first design principles, while ensuring consistency across breakpoints.

I built the user journey around clear conversion goals and gave users multiple ways to engage with the product catalog — depending on their preferences.

Key UX strategies I applied:
Designed a dual Collection Page View: users could shop by Model View for emotional storytelling or switch to Packshot View for focused product scanning
Created shoppable campaign imagery, allowing users to purchase directly from editorial visuals
Developed advanced filtering and sorting tools to reduce time-to-product
Integrated the Daily Paper UNITE community platform as part of the navigation to strengthen brand loyalty
Applied a function-first layout philosophy: every screen had a clear purpose, optimized for either browsing, conversion, or upselling

Design System & Execution

I created a full design system in Figma, built with scalable components, tokenized typography, and consistent patterns. This enabled faster delivery and reduced handoff friction with developers.
Defined a typographic hierarchy for clarity on mobile and desktop
Applied WCAG-compliant contrast ratios and clear color coding to support accessibility
Used microinteractions (hover states, sticky CTAs, quick-add to cart) to improve feedback and usability
Ensured responsiveness across devices using auto-layout and modular grids
I also designed email templates to align with the visual identity of the webshop and extend the user experience into campaigns and promotions.

Collaboration & Implementation

As the lead UX designer, I acted as the primary liaison between:
Daily Paper’s internal team (marketing, e-commerce, and management)
The external development agency
The in-house developer handling post-launch iterations
I presented concepts and prototypes in Figma, maintained feedback loops using Trello, Jira, and Marker.io, and reviewed development progress continuously. I also participated in QA sessions and provided annotated Figma files and interaction guidance to streamline handoff.

Results

While I did not have access to full analytics dashboards, I was informed of key outcomes that followed the launch:
€1M+ in sales during Black Friday 2023
Significant conversion rate improvements across EU, UK, and US markets
Substantial uplift in upselling performance, especially through redesigned product detail and collection pages
Shorter time-to-purchase driven by improved filtering and layout
Higher engagement with campaign content and community-related features
The webshop contributed to Daily Paper becoming one of the most recognized fashion brands in the Benelux region

Post-Launch & Continuous Improvement

Following the initial launch, I continued leading design optimizations for over 1.5 years, including:
A/B tests of navigation and layout variants to maximize mobile conversion
Improved performance and loading times on collection and PDP pages
Introduction of new editorial templates and collection modules
Improved upselling in cart module that allows to see more products without sacrificing cart visibility
This phase also allowed me to refine the webshop’s design system based on real-world usage and ongoing business priorities.

Reflection & Takeaways

This project was a strong example of UX leadership at scale - balancing brand authenticity with commercial performance. I worked across teams, managed stakeholder expectations, and transformed a cultural brand into a data-driven e-commerce platform.

Key learnings:
Mobile-first is not just a layout strategy - it's a behavior model. I had to rethink touch interactions, thumb zones, and scroll behavior across all components.
Conversion clarity beats visual complexity. Simplifying the UI led to better engagement and fewer decision delays.
Upselling is UX. Structuring content to guide users toward complementary products directly impacted revenue.
Trust drives action. Making shipping, returns, and region info visible early increased user confidence - especially in global markets.
Culture strengthens retention. I learned how editorial content and community integration could increase LTV and deepen brand loyalty.