Figma
Shopify
UX audit framework
Tangiblee
Algolia
Delivered a comprehensive UX audit and prioritized design strategy for Odeem — identifying 4 critical gaps (size uncertainty, navigation friction, weak CTAs, missing filters), a sequenced fix roadmap, and a technical + SEO foundation plan. The strategy sets the direction for a storefront redesign that preserves the brand's visual integrity while removing every measurable point of friction between discovery and purchase.
Industry
Luxury Fashion · E-commerce · GCC Market
Stack
Figma · Shopify · UX audit framework · Tangiblee · Algolia
Odeem has the right raw materials: calm luxury aesthetic, authentic voice, high-quality photography. The audit was about surfacing the specific, fixable gaps that were quietly losing buyers at every stage of the funnel.
The Problem
Odeem is the kind of luxury brand that gets the big things right. The visual foundation is strong: calm aesthetic, clean layout, exceptional photography, generous whitespace. The editorial voice is authentic. There are no dark patterns, no aggressive popups. For a brand at this positioning, that's rare and worth protecting.
But rare materials require precise craftsmanship — and the storefront had precision gaps. Customers couldn't visualize how a bag would look on their body or what would fit inside. The navigation added an unnecessary click before any product was visible. Filters for material, color, bag type, and strap style didn't exist. The "Add to Cart" button blended into the page. The primary navigation had a live typo ("Jewerly") in a brand whose entire proposition is flawless craft.
None of these are brand failures. They're execution gaps — the kind that quietly cost conversions at every stage of the funnel without ever triggering a complaint. Buyers leave. The brand doesn't know why.
Delivered a comprehensive UX audit and prioritized design strategy for Odeem — identifying 4 critical gaps (size uncertainty, navigation friction, weak CTAs, missing filters), a sequenced fix roadmap, and a technical + SEO foundation plan. The strategy sets the direction for a storefront redesign that preserves the brand's visual integrity while removing every measurable point of friction between discovery and purchase.
What Shipped
A full UX audit document covering current state assessment, 4 priority fix areas with specific recommendations, a navigation and discovery strategy, a technical and SEO foundation plan, and a post-theme-launch enhancement roadmap.
Priority fixes: size visualization (Tangiblee integration spec with reference implementations), homepage product discovery (curated module above the fold with 3–4 hero products and a direct "Shop handbags" CTA), filters & sort (material, color, bag type, strap style, occasion; active filters as removable chips), and PDP improvements (stronger "Add to Cart", progressive disclosure for payment options, structured content tabs, related recommendations).
Strategic layer covered luxury-specific trust signals: social proof (reviews, real customer UX), a concierge channel for GCC buyers, a founder story module with Fatma's name and the South Africa handcrafted origin, and an Arabic readiness plan for RTL layout, product descriptions, and legal pages.
Result
The audit surfaced the gap between Odeem's brand quality and its storefront execution — and gave the team a clear, sequenced path to close it. The strategy preserves what works (the visual restraint, the editorial voice, the no-dark-patterns approach) while removing the specific friction points that were costing conversions silently.
The navigation typo alone — "Jewerly" → "Jewelry" in the primary nav — is the kind of detail that signals to a luxury buyer whether a brand is serious about craft. The audit finds those gaps before they're noticed by a customer.
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