VELA · 2025
TIMELINE
4 weeks
ROLE
Product Designer
TEAM
1 Product Designers
1 Product Manager
SKILLS
Strategy
Research
Web Design
CONTEXT
The Ask vs. The Problem
I was tasked with creating a cohesive design system to improve consistency and scalability. Early audits revealed that inconsistency was a symptom; not the core problem.
What I noticed:
Usability + UI issues
Visual inconsistency, redundant and limited filters, and inconsistent text hierarchy.
Unclear value proposition
The experience lacked a clear articulation of what differentiated the brand and why it mattered to customers.
Vague primary persona
The primary audience was undefined, making it difficult to design with specific needs, motivations, and behaviors in mind.
Strategy
User Interviews
Before refining the UI system, I needed to understand who we were designing for, their decision drivers, and how their values influence conversion + loyalty.
Brand Repositioning
I translated research into clear principles, ensuring the experience communicated the differentiators in ways that build trust and drive engagement.
Refine Design System
The refined design system integrated user needs directly into its foundations, ensuring clear value-driven messaging, usability and accessibility were integrated.
Vision
Create a scalable design system grounded in user values.
My role was to explore what fashion commerce could feel like, grounded in real user needs, trust, and conscious values.
RESEARCH
Understanding the customers
Moderated Interviews
I spoke to 6 customers to map the end-to-end online journey to identify decision drivers, information needs, and pain points.
Affinity Mapping
Using affinity mapping, I clustered participant quotes and observations to surface themes and key insights on purchase and repeat drivers, friction points, and the highest-impact opportunities.
KEY FINDINGS
Customers will pay more when products deliver value to them, workers, and the planet.
01
Personal Value
Customers evaluate fabric details such as sheerness, material, size, thread composition, and styling versatility to determine quality and value.
02
Product Styling
Customers seek versatile styling inspiration for professional + casual outfits, diverse model complexions, and authentic reviews from influencers and peers.
03
Responsible Production
Clear, credible sourcing and production messaging shows impact on the planet and workers, building customer trust and justifies higher product cost.
Brand Differentiation
Customers love VELA for its comfortable, unique hijabs that make them feel empowered; paired with a brand they trust for its ethical values, community connection, and women-owned roots.
PERSONA
Developing the Primary Customer
Sadia, 30
Product Manager • Los Angeles, CA
"I value intentional shopping that fits into my busy lifestyle, prioritizing products crafted with care for people and our planet."
About
Style blends professionalism, comfort, and cultural expression
Intentional, earth-conscious, tech-savvy shopper
Has disposable income and prefers brands that align with values
Goals:
Build a versatile wardrobe that moves from work to casual
Prioritize ethical, sustainable fashion aligned with values
Ensure consistent item quality and availability
Needs:
Durable, breathable fabrics that keep shape after washes
Natural, eco-conscious materials
Reliable stock and consistent material quality across collections
Transparent sourcing and labor practices
Income:
$120K
Channels:
Devices:
DESIGN PRINCIPLES
Clarifying the Brand Promise
I created these principles to reposition the brand by clearly communicating its unique values to their primary customers.
01
Empower through Conscious Consumption
Make sustainability visible and tangible, helping customers understand the impact behind every purchase.
02
Showcase Responsible Sourcing
Clearly communicate ethical labor practices to build trust, transparency, and long-term loyalty.
03
Lead with Styling
Lead with styling ideas that help customers envision confidence, versatility, and self-expression.
04
Cultivate Sisterhood
Foster community, representation, and connection through inclusive storytelling and shared experiences.
UI SYSTEM
Refining the Brand Strategy
I modernized the brand while honoring small‑batch craftsmanship and cultural roots; delivering a scalable, accessible system for their entire brand identity.
DESIGN
New Page Designs
Introduced responsive, impactful Shopify page components by unifying design system, user needs, value-driven messaging, and accessibility.
Request a case study
Want to learn more about this project?
Get in touch to request a case study.
Next project
Project Title