by Aylin Koenig is a Hamburg-based fashion label with a distinctive aesthetic and a loyal community. We started this concept with an UX audit, followed by a redesign of the entire Shopify store, bringing the digital experience in line with the quality and character of the clothes.
by Aylin Koenig is a Hamburg-based contemporary fashion label with a strong identity and a loyal customer base — but a storefront that wasn't keeping up. The brief was clear: elevate the digital experience to match the quality of the product, improve conversion, and make the store feel as considered as the clothes.
We mapped the full purchase journey and identified where friction was costing conversions — from the collection grid through to checkout. Every layout decision was driven by the question: does this make it easier or harder to fall in love with a piece?
What we designed.
A Shopify store that feels as premium as the brand behind it. Clean typography, generous whitespace, and an editorial grid that lets the product speak. Designed to support longer session durations, higher add-to-cart rates, and stronger overall conversion.
Photos: by Aylin Koenig
