Quiet pieces, folded to last a season
Client
Norm
Year
2026
Norm is a concept fashion ecommerce shop built around one shopper's frustration with typical online retail: cluttered, oversized catalogs that make every purchase feel like a gamble. Benchmarked against ASOS, Zara, Nike, and Rains, Norm is designed to feel edited rather than endless — every piece chosen, not dumped into a grid.
Scope of Work
Curated by Design
A concept fashion ecommerce shop built around curation over volume. Rather than an endless catalog, Norm is designed to feel edited — clear sizing, honest fabric details, and a grid that respects the shopper's time. give a title for this intro
Designing for someone who wants curation, not volume
Elira B., 27, a marketing coordinator in Prishtina, gets frustrated scrolling through cluttered, oversized product catalogs. Practical and detail-oriented, she wants an online store that feels edited and trustworthy — where every piece feels chosen. In her words: "I want shopping to feel as curated as the wardrobe I'm building."
Where the shopping experience breaks down
The empathy map revealed key frustrations: cluttered sites, unreliable sizing, repetitive products, and hidden shipping details. Her journey translated these into clear priorities: a focused homepage, curated product grid, upfront sizing and fabric info, and visible shipping/returns details.
Refining the Browse-to-Decide Path
Before any product photography or typography was applied, the homepage, the PLP filter/grid layout, and the PDP were blocked out as wireframes — testing whether the information hierarchy (size guide placement, filter count, where fabric details sit) worked on its own, before the editorial visual layer was added on top.
Refining the Browse-to-Decide Path
Fraunces gives Norm an editorial feel across headlines and the wordmark, while Inter keeps product details clear and scannable. A restrained black, white, and warm cream palette frames the photography without competing with it — keeping the focus on the clothes.
Curation Over Clutter
"Quiet pieces, folded to last a season" sets the tone immediately, backed by a trust bar (free shipping, 30-day returns, secure checkout, responsibly sourced fabric) placed where she'd otherwise have to hunt for it. This answers "is this worth my time" before she has to scroll.
Simple Filtering
The category page limits filters to Category, Size, Color, Material, and Price — enough to narrow down quickly without becoming its own task. This is the direct answer to "are these actually different from each other," her Browse-stage frustration with near-duplicate products.
