Client
94YS
Industry
Fashion Ecommerce
Redesigning 94YS's Mobile UX to Drive Conversions and Reduce Drop-Off
A Mobile-First Redesign to Align with Elegance and Drive Growth
94YS, a luxury jewellery brand known for its timeless elegance, approached me to lead a complete redesign of their mobile user interface and experience. As the Principal Product Designer, I collaborated closely with a full-stack developer over four two-week sprints to tackle the challenges facing their online store. Over 50% of 94YS’s traffic came from mobile users, yet their previous site was plagued with usability issues—such as unclickable buttons and components that were too small for touch navigation—resulting in high drop-off rates and lost sales opportunities. Additionally, the site was not optimised for all mobile devices, and its UI lacked the elegance needed to align with 94YS’s premium brand identity. To address these challenges, I took a mobile-first design approach, ensuring the website was fully responsive and optimised for SEO. I standardised components by creating a lightweight design system to improve consistency and scalability. Every element was tested across the most commonly used devices to ensure a seamless experience for users.
Driving Conversions and Paving the Way for Market Expansion
The redesign had a significant impact on 94YS's business. Mobile sales conversions increased by 45% within the first three months, and the drop-off rate decreased by 32%. The elegant, responsive design aligned with the brand’s image, creating a seamless shopping experience for users. Following the success of the project, I continued to work with 94YS for the next three years. During this time, I built a small product team to support the brand’s growth and led the successful expansion into the Spanish market, including the launch of their first physical store in Bilbao. By combining thoughtful design with strategic execution, we helped solidify 94YS as a leader in the luxury jewellery space.