A luxury e-commerce website, designed to impress

A luxury e-commerce website, designed to impress

A luxury e-commerce website, designed to impress

Impress is Israel’s largest jewelry brand, with a wide and loyal customer base.

I had the honor of designing their new e-commerce website alongside two other designers, with the goal of enhancing the look and feel and driving sales.

We refined the visual identity and designed a luxurious website.

Project overview

Project overview

Project overview

I was part of a 3-designer team tasked with redesigning Impress’s e-commerce website — aiming to elevate the visual identity and improve sales performance.

My focus was on the core user experience flows and functional pages: purchase flow, loyalty club, product page (mobile), Trade-In, personal area, blog, and various template-based layouts.

The other designers focused on the homepage, shop lobby, store page, and category pages.

Problem

The site needed a luxurious, polished look that reflects the brand and helps drive sales.

Outcome

Increased sales by 60% through improved UX focused on the purchase flow and Impress club experience.

ROLE

UX/UI DESIGN

AREA

Desktop, MOBILE

TIMELINE

jul '24 - sep '24

STATUS

SHIPPED (LINK)

How we approached the project

How we approached the project

The project kicked off with a clear brief: redesign Impress’s online store to match its luxurious brand and support its ambitious sales goals.

We started by identifying the core challenge — the existing website didn’t reflect the company’s upscale positioning or deliver a modern shopping experience.


From there, we moved into a research phase, analyzing top-tier e-commerce sites in the fashion and jewelry space to gather visual and UX benchmarks.

This helped us align on a design direction that felt clean, spacious, and premium.

Once the foundation was clear, we moved into ideation and iterations - refining the flow through internal reviews, close collaboration with stakeholders, and continuous feedback.

WHAT WE PROVIDED

The website was designed to boost sales while delivering a luxurious, intuitive shopping experience.

The website was designed to boost sales while delivering a luxurious, intuitive shopping experience.

Smart e-commerce touchpoints

Behavior-based elements like personalized suggestions and coupon prompts at checkout designed to align with user intent.

A premium brand experience

From typography to layout, every detail was designed to evoke elegance and trust - making the brand feel like a high-end, international name.

Effortless navigation and clarity

Simple flows, clear hierarchy, and thoughtful UX decisions ensure a seamless experience - whether users are exploring collections or completing a purchase.

From brief to final in 30 days

From brief to final in 30 days

From brief to final in 30 days

We didn’t have a strict deadline, but we knew we wanted to move fast without compromising quality.

Over the course of one focused month, we designed all the key pages of the website.

The process included research, early design exploration, stakeholder feedback, and refining both desktop and mobile experiences in parallel.

Staying aligned with the brand vision while making quick, smart decisions helped us deliver a full e-commerce experience in just a few weeks.

IDEATION

Exploring other brands

Exploring other brands

We began with a focused inspiration phase: researching similar brands to understand the visual and UX standards expected from a high-end e-commerce experience.

This helped us align on the aesthetic direction, identify interface patterns, and set the execution bar for both user experience and visual presence.

Gucci’s design language guided us in creating a sense of luxury through large imagery, generous spacing, and refined typography.

We looked to D&G for bold, distinctive UI inspiration - especially in areas like the personal account section, which felt custom and unconventional.

Exploring ways to access the exercise library

Exploring ways to access the exercise library

Exploring ways to access the exercise library

Option 1: Sidebar View

A fixed sidebar integrated with the workout plan editor.

Key insights:

Quick access while editing the workout plan.

Limited screen real estate, not intuitive for mobile.

Too much visual noise when both views are open.

Option 2: Pop-up on click

A pop-up view triggered by clicking the library icon in the tooltip.

Key insights:

Cleaner layout with more space for exercises.

Easier to adapt to mobile experience.

Felt more intentional and focused for the user.

Why I went with a pop-up instead of a sidebar

Why I went with a pop-up instead of a sidebar

Why I went with a pop-up instead of a sidebar

I chose the pop-up approach because it delivers a better UX.
It keeps the interface clean, maintains focus while editing, and provides more space to explore exercises. This way, coaches can stay in flow and reuse content without cluttering their workspace.

I chose the pop-up approach because it delivers a better UX.
It keeps the interface clean, maintains focus while editing, and provides more space to explore exercises. This way, coaches can stay in flow and reuse content without cluttering their workspace.

The logic behind saving exercise to library

The logic behind saving exercise to library

The logic behind saving exercise to library

The exercise library was a key solution to a major user experience: saving time and effort by reusing the same exercises across different programs.
I had to develop a structured flow to suggest the right actions within the right user scenarios, focusing primarily on guiding and encouraging to save exercises to the library.

Making every single element component or varient

Making every single element component or varient

Making every single element component or varient

I built a flexible and scalable design system in Figma, using best practices to ensure clarity, consistency, and ease of use across the product.

Since the system was large and involved many screens and flows, I focused on turning every repeatable element into a component or variant.

I built a flexible and scalable design system in Figma, using best practices to ensure clarity, consistency, and ease of use across the product.

Since the system was large and involved many screens and flows, I focused on turning every repeatable element into a component or variant.

Structuring the flow of the exercise library

LIBRARY MANAGEMENT

From the exercise library view, users can browse, edit, or manage their saved exercises. They can easily insert any saved exercise into the current workout plan, or open and modify existing ones directly within the library.

EDIT EXERCISE

Users can fully edit any part of an exercise card - including the title, instructions, visuals, notes, and training details. The editing flow was designed to feel open and frictionless, allowing for quick adjustments without breaking focus.

SAVE TO LIBRARY

When an exercise is linked to the user’s library, any change triggers a suggestion strip: either save the changes as a new exercise or update the existing one in the library. A similar flow appears when editing a custom (non-library) exercise — in that case, the system simply suggests adding it to the library for future use.

Structuring the flow of the exercise library

LIBRARY MANAGEMENT

From the exercise library view, users can browse, edit, or manage their saved exercises. They can easily insert any saved exercise into the current workout plan, or open and modify existing ones directly within the library.

EDIT EXERCISE

Users can fully edit any part of an exercise card - including the title, instructions, visuals, notes, and training details. The editing flow was designed to feel open and frictionless, allowing for quick adjustments without breaking focus.

SAVE TO LIBRARY

When an exercise is linked to the user’s library, any change triggers a suggestion strip: either save the changes as a new exercise or update the existing one in the library. A similar flow appears when editing a custom (non-library) exercise — in that case, the system simply suggests adding it to the library for future use.

Structuring the flow of the exercise library

LIBRARY MANAGEMENT

From the exercise library view, users can browse, edit, or manage their saved exercises. They can easily insert any saved exercise into the current workout plan, or open and modify existing ones directly within the library.

EDIT EXERCISE

Users can fully edit any part of an exercise card - including the title, instructions, visuals, notes, and training details. The editing flow was designed to feel open and frictionless, allowing for quick adjustments without breaking focus.

SAVE TO LIBRARY

When an exercise is linked to the user’s library, any change triggers a suggestion strip: either save the changes as a new exercise or update the existing one in the library. A similar flow appears when editing a custom (non-library) exercise — in that case, the system simply suggests adding it to the library for future use.

Structuring the flow of the exercise library

LIBRARY MANAGEMENT

From the exercise library view, users can browse, edit, or manage their saved exercises. They can easily insert any saved exercise into the current workout plan, or open and modify existing ones directly within the library.

EDIT EXERCISE

Users can fully edit any part of an exercise card - including the title, instructions, visuals, notes, and training details. The editing flow was designed to feel open and frictionless, allowing for quick adjustments without breaking focus.

SAVE TO LIBRARY

When an exercise is linked to the user’s library, any change triggers a suggestion strip: either save the changes as a new exercise or update the existing one in the library. A similar flow appears when editing a custom (non-library) exercise — in that case, the system simply suggests adding it to the library for future use.

Designing the workout program flow on mobile

Designing the workout program flow on mobile

Designing the workout program flow on mobile

I usually start with the desktop version, as the larger screen often dictates the overall structure and layout. From there, I refine the experience for smaller screens, making sure the mobile version feels smooth, intuitive, and easy to use.

I usually start with the desktop version, as the larger screen often dictates the overall structure and layout. From there, I refine the experience for smaller screens, making sure the mobile version feels smooth, intuitive, and easy to use.

Creating smarter starting points with templates

Creating smarter starting points with templates

Creating smarter starting points with templates

I explored adding a library of ready-made templates - simple starting points that coaches could use as-is or customize. The idea was to reduce friction and help users get started faster, especially when they just want to “plug and play” or save common structures for later. It made the process feel smoother, more approachable, and less like building from scratch every time.

I explored adding a library of ready-made templates - simple starting points that coaches could use as-is or customize. The idea was to reduce friction and help users get started faster, especially when they just want to “plug and play” or save common structures for later. It made the process feel smoother, more approachable, and less like building from scratch every time.

I kept pushing for a more intuitive program creation flow

I kept pushing for a more intuitive program creation flow

I kept pushing for a more intuitive program creation flow

I also started experimenting with more advanced ideas: a smart AI chatbot that could generate exercises based on user input, and the ability to import full programs directly from a device. These features aimed to reduce manual work and help coaches stay in flow. The more the system could assist, the more natural and efficient the experience became.

I also started experimenting with more advanced ideas: a smart AI chatbot that could generate exercises based on user input, and the ability to import full programs directly from a device. These features aimed to reduce manual work and help coaches stay in flow. The more the system could assist, the more natural and efficient the experience became.

Taking care of the small details of the flow

Taking care of the small details of the flow

Taking care of the small details of the flow

Small details mattered too - like prompting users to update the program they're working on after editing an exercise in the library, or letting them refine a single detail of an exercise using AI.
These subtle flows help keep the experience smooth and focused.

Small details mattered too - like prompting users to update the program they're working on after editing an exercise in the library, or letting them refine a single detail of an exercise using AI.
These subtle flows help keep the experience smooth and focused.

Bringing all the programs into one simple interface

Bringing all the programs into one simple interface

Bringing all the programs into one simple interface

Managing multiple workout plans shouldn’t feel messy. I designed a single, intuitive space where coaches can view, organize, and edit all their programs, fully integrated with other features like the trainee calendar and templates.
Everything connects seamlessly, without adding visual clutter.

Managing multiple workout plans shouldn’t feel messy. I designed a single, intuitive space where coaches can view, organize, and edit all their programs, fully integrated with other features like the trainee calendar and templates.
Everything connects seamlessly, without adding visual clutter.

Conclusions and outcome

Conclusions and outcome

Conclusions and outcome

This project was all about laying a strong foundation, not just for the product, but for the design mindset behind it. I focused on giving coaches the clarity and tools they need to build great programs, knowing the system will continue to evolve.

01

Coach-first focus

I deliberately focused on the coach’s experience rather than the trainee’s - since we’re still building out the system step by step. That clarity helped shape a more purposeful flow.

02

Still waiting to test

I’m looking forward to running A/B tests and deeper usability validation once the product is developed. I already have clear hypotheses I’d love to explore.

03

Design is strategy

This wasn’t just about clean UI - every decision was made to support long-term product thinking: scalability, mental clarity, and a system users can grow with.

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© 2025 Tal melamed

© 2025 Tal melamed

© 2025 Tal melamed

© 2025 Tal melamed

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