Avant-Garde Meets Digital:
Role
E-Commerce UX Designer
Year
2020 - 2023
Applications
Shopify, Adobe Lightroom, PS, Google Analytic, Excel/Google Sheets
Brief
Atelier New York is known for its curated selection of avant-garde fashion. As an E-Commerce UX Designer, I worked on improving their Shopify-based online store to better reflect the brand’s distinct aesthetic while making the shopping experience smoother and more intuitive.
Introduction
Atelier New York isn’t just a boutique—it’s a haven for those who seek individuality and innovation in fashion. Known for curating avant-garde collections from global designers, the brand needed an online platform that reflected its bold aesthetic and commitment to craftsmanship. During my time at Atelier, I optimized e-commerce workflows to improve functionality, conducted user behavior analysis to enhance navigation, and supported event photography to extend the boutique’s storytelling into the digital space. My goal was to create a seamless experience that brought Atelier’s vision to life for its discerning customers.
The Challenge
With its strong in-store presence, Atelier New York faced challenges translating its curated and artistic ethos into an effective online experience:
Complex Product Updates: Keeping inventory and pricing accurate while maintaining a cohesive visual presentation.
Limited Product Discoverability: Navigation and categorization needed improvement to help customers explore collections seamlessly.
Disconnected Brand Identity: The online store didn’t fully reflect the boutique’s bold, avant-garde reputation.
How I Tackled It
Streamlining E-Commerce Operations:
I implemented processes to ensure accurate pricing, real-time updates for sold-out products, and consistent inventory tracking. These improvements enhanced the customer experience by keeping the online store reliable and visually polished.
Improving Product Discovery:
Using insights from user behavior analysis, I restructured navigation menus and refined categorization. This allowed customers to browse Atelier’s collections effortlessly, improving discoverability of unique pieces.
Integrating Brand Storytelling:
Collaborating with the creative team, I supported event photography for key Atelier events. These visuals were used across digital platforms, tying the boutique’s in-store experiences to its online presence and enriching its brand narrative.
Explore the Moments Behind the Lens
Atelier New York is as much about storytelling as it is about fashion. Supporting this ethos, I contributed event photography for two pivotal showcases that brought the brand’s avant-garde vision to life:
Rigards x Lucentment x Atelier New York: Celebrating Atelier’s 20th anniversary with a stunning collection preview from the artisanal eyewear label RIGARDS, in collaboration with LUCENTEMENT.
Werkstatt:München x StyleZeitgeist: Capturing the intimate atmosphere of this book-signing event, which showcased the intersection of craftsmanship and storytelling.
These photos tell a story of creativity and innovation, visually connecting Atelier’s community-driven events with its broader brand identity.
The Results
Enhanced E-Commerce Efficiency: Optimized workflows ensured real-time updates for inventory and pricing, creating a smooth shopping experience.
Improved Navigation: Targeted UI updates based on user behavior resulted in better product discoverability and an intuitive browsing experience.
Stronger Brand Connection: Event photography and visually cohesive displays bridged Atelier’s avant-garde identity with its online store, deepening customer engagement.
Reflection
Working at Atelier New York taught me the value of combining operational efficiency with creative storytelling. From optimizing Shopify workflows to capturing moments behind the lens, I learned how to use design and content to create an immersive digital experience that stays true to a brand’s unique identity. This role reinforced my passion for designing platforms that not only function flawlessly but also resonate deeply with their audience.
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