THE GOAL Rope is an exclusive online supplier of limited edition runs of leading apparel brands. They hired us to create new unique UI/UX design of their website and well as convert design into HTML pages. So, it’s time to create something amazing! CHALLENGES The target audience of Rope is people who like to be in trend. Therefore, we had to create the design of luxury e-commerce. The website must be unusual but at the same time comfortable and follow all rules of UI and UX. We have to harmonize nonstandard solutions with rules of e-commerce. Also, our vision needed to be harmonized with ideas and wants of our client. SOLUTION After the brainstorm and long-term discussions, our designer’s team suggested an idea of design in “classic” style but with modern elements and very beautiful UI. We dropped ideas with the very complicated design. Our frontend developer was stopping the extreme flight of fantasy of the executive designer and Art Director and all the time getting them back them to the real life of HTML/CSS. Finally parties harmonized their visions. Fuh… WIREFRAMES We created two versions of the wireframes and performed A/B testing to see which flow is better and where the narrow parts are. Basically both versions were good. So in final we took the best parts from both versions. DESIGN As mentioned, we have decided to create in “classic” style. What can be more classic than black and white colors? So, these colors’ combination is major on the Rope, it gives a clean and minimalistic view. Also, without a lot of additional colors, users can easily concentrate their attention on goods. We prepared two versions of design – for desktops and for mobile phones.