Project Title: Substrate – E-commerce Homepage Design

Role: UX/UI Designer
Tools: Figma, Adobe XD, Photoshop
Platform: Web (Responsive)

Project Overview:

Designed a visually compelling and user-friendly e-commerce homepage for Substrate, an outdoor gear brand. The primary goal was to drive product exploration, highlight new arrivals and promotions, and create a seamless browsing experience for adventure-seeking customers.

UX Objectives:

  • Create intuitive navigation for easy product discovery

  • Prioritize visual storytelling with hero images and bold CTAs

  • Streamline access to new arrivals, discounted items, and collections

  • Promote user engagement through wishlist, cart, and quick view interactions

  • Reinforce trust with product ratings and clear pricing

Key Features:

  • Hero section with value proposition overlay

  • Modular product grid with clean, minimal design

  • Promo banners for discounts and featured collections

  • Star ratings and price tags for decision-making support

  • Responsive layout for mobile and desktop users

Design Outcome:

The design effectively balances product-focused content with lifestyle branding. By combining strong visual hierarchy with simplified UI components, the homepage enhances user engagement and encourages product exploration, laying the foundation for an immersive e-commerce experience.