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The Cambridge Satchel Company is a British brand known for producing high-quality leather satchels and accessories. As part of their rebrand, Cambridge Satchel partnered with Charle, a Shopify Plus agency, to design and launch a bespoke Shopify Plus store.
As the sole UX/UI designer, my role was to enhance the customer journey by designing features that improved the overall user experience and conversion performance, ensuring a seamless and intuitive purchasing experience.
Cambridge Satchel’s rebrand focused on elevating its premium aesthetic, and the e-commerce experience needed to reflect this. My challenge was to create a UX/UI design that aligned with the brand’s luxury feel while also ensuring:
Working closely with the Cambridge Satchel team, I designed and prototyped both desktop and mobile experiences, carefully considering every touchpoint of the customer journey.
To ensure a customer-centric design approach, I focused on three core pillars:
Our research identified the main customer demographics and behavioural trends:
To ensure alignment with the client’s vision, I presented moodboards, wireframes, and concept designs to establish a style that complemented Cambridge Satchel’s luxury positioning while maintaining a sense of heritage and craftsmanship.
Figma-based design system: I designed all pages and components in Figma, ensuring a modular approach to Shopify 2.0’s section-based framework. This gave the brand the flexibility to rearrange and customise content effortlessly.
