In-depth interviews, UX/UI design, no-code development (Tilda)
Borunetc: website for a clothing brand
Client
A clothing brand from Saint Petersburg creating minimalist collections. At the core of the brand are a genderless approach, attention to detail, and high-quality materials.
Convey the brand’s philosophy through a minimalist and restrained visual style
Make it easy for users to explore the collection and complete purchases online.
Create a sense of thoughtful customer care and attention behind every item.
Project goals
In-depth interviews
In-depth interviews
Research
Many of them use a minimalist design style, but it often feels bland and impersonal.
Brand websites frequently have complex menus and confusing filters, which complicate the search process.
In 80% of cases, the "Payment", "Shipping," and "Returns" pages are inconvenient and lack proper attention in their design.
What I found out
I created hypotheses and prepared open-ended questions for in-depth interviews, which I aligned with the brand’s founder. We interviewed five open-minded people aged 25–40 to learn what makes a website for a young local brand feel user-friendly and trustworthy.
User research
People who support young local brands care about emotions. That’s why it makes sense to add an About section with photos of the design process, and also place emotional photos with real people throughout the website, instead of only showing clothes on models.
It’s important to avoid confusion about sizing. To do this, we can create garment mockups with measurements labeled directly on them and design a separate page for this.
Product pages should include detailed descriptions of each item and clearly state the fabric composition.
The checkout process should be as short as possible, yet clear and transparent. It’s important to place the Payment & Shipping and Returns pages in easy reach to help build trust.
Competitive Analysis
Insights
Shipping sections
"About" sections
I analyzed websites of young local clothing brands.
Half of the websites we studied have an “About” section, but often it too is designed without proper attention.
Wireframing
What I found out
Many of them use a minimalist design style, but it often feels bland and impersonal.
Brand websites frequently have complex menus and confusing filters, which complicate the search process.
In 80% of cases, the "Payment," "Shipping," and "Returns" pages are inconvenient and lack proper attention in their design.
Roughly half emphasize the brand’s philosophy and values.
I created hypotheses and prepared open-ended questions for in-depth interviews, which I aligned with the brand’s founder. We interviewed five open-minded people aged 25–40 to learn what makes a website for a young local brand feel user-friendly and trustworthy.
Competitive Analysis
In-depth interviews
What I found out
This restrained palette doesn’t distract from the content but gently complements and highlights it.
The website is built on a minimalist monochrome palette: it’s dominated by an “almost” white background and black text. Black is sometimes used as a background to highlight certain sections.
Red was chosen as the accent color; it’s used in menu and button hovers, as well as in decorative lines. Red was selected to emphasize the brand’s style — decorative red lines and hardware details in the clothing.
For headings, I used the RockStar typeface — a grotesque with wide letterforms. It’s meant to emphasize the brand’s genderless concept.
Fonts
For body text, I chose the calm Inter typeface. It has fairly open letterforms, which makes it readable and gives it a light look.
It’s important to avoid confusion about sizing. To do this, we can create garment mockups with measurements labeled directly on them and design a separate page for this.
Product pages should include detailed descriptions of each item and clearly state the fabric composition.
The checkout process should be as short as possible, yet clear and transparent. It’s important to place the Payment & Shipping and Returns pages in easy reach to help build trust.
Color palette
Insights
Visual Style & Typography
Result
What I found out
Many of them use a minimalist design style, but it often feels bland and impersonal.
Brand websites frequently have complex menus and confusing filters, which complicate the search process.
In 80% of cases, the "Payment," "Shipping," and "Returns" pages are inconvenient and lack proper attention in their design.
Roughly half emphasize the brand’s philosophy and values.
I created hypotheses and prepared open-ended questions for in-depth interviews, which I aligned with the brand’s founder. We interviewed five open-minded people aged 25–40 to learn what makes a website for a young local brand feel user-friendly and trustworthy.
Competitive Analysis
In-depth interviews
Tatyana Borunova, creator of the Borunetс brand
Product pages should include detailed descriptions of each item and clearly state the fabric composition.
“
The checkout process should be as short as possible, yet clear and transparent. It’s important to place the Payment & Shipping and Returns pages in easy reach to help build trust.
”
Insights
The result fully aligns with my brand’s concept, and visitors often compliment the site’s aesthetics and clarity.
Working with Lena was comfortable and productive. She explains her design decisions clearly, listens to feedback, and delivers cohesive, user-friendly, and visually strong solutions — even for complex tasks.
The design turned out minimalist, with red accents that reflect the first clothing drop and current design trends. The site is clean, intuitive, and easy to navigate.
Lena created a website with an online store for my clothing brand, developing the visual concept, product catalog, and a clear, effective sales flow.
Client Feedback
