Feranchesco is a luxury haircare brand in the GCC, offering salon-grade products. The goal was to design a mobile-first e-commerce experience that reflects the brand’s elegance while delivering a seamless and intuitive shopping journey. The design focused on clean visuals, structured product categorization, and an effortless checkout experience enhancing trust, usability, and conversion potential.
Feranchesco’s online presence was limited to a basic website that lacked engagement, visual appeal, and a smooth shopping experience. With most of its target audience shopping via mobile, the brand struggled to connect effectively with customers and reflect its premium identity in the digital space.
The main challenge was to transform a static web presence into an engaging, mobile-first e-commerce experience that not only embodied the brand’s luxury essence but also encouraged repeat purchases and customer trust.
I led the end-to-end UX/UI design of Feranchesco’s first mobile e-commerce app, applying user-centered design principles to align business goals with customer expectations. Through insights into UAE consumer behavior and m-commerce trends, the focus was on crafting an experience that balanced luxury with usability.
Key UX Strategies & Design Highlights:
A user-centered, brand-aligned process designed for clarity, conversion, and trust.
The app’s information architecture was designed to create a clear, intuitive flow for users—making product discovery effortless and checkout frictionless. Categories were structured around user intent, ensuring quick access to key product types while maintaining a sense of premium simplicity aligned with the Feranchesco brand.
The launch of the Feranchesco mobile app marked a key milestone in the brand’s digital transformation elevating its presence from a simple website to a refined, mobile-first shopping experience that resonates with GCC audiences.
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