E-commerce
Milan, Italy
51–100 employees
Website design
UX research
Visual identity
off-white.com
About Off-White
The brand Off-white mixes urban streetwear with the luxury trend. Known for bold statements and minimalist design, the brand serves a global audience looking for premium style with personality. Creating an inspiring, easy-to-use online experience reflecting their character was as important to them as selling their products.
They asked us to design the shopping process from start to finish at the same level of quality and elegance as their products are known for. It was important to them that the whole experience, starting with the homepage and ending at checkout, felt trendy, fast, and easy on every device.
The Problem
Off-White may have stood out a lot in fashion, but problems in e-commerce held it back from growing as much online. Because their site didn’t look premium, users were confused, bounced away often, and missed out on buying their products. Customers wanted style, speed, and clarity, but the site couldn’t deliver that consistently.
Key issues that hurt the business:
- With an old design, the brand looked less expensive than its actual value in consumers’ minds.
- Navigation was clunky, making it hard for users to explore or compare fashion items easily
- Because the mobile site was unpolished, customers frequently abandoned their orders and searched for products
- Visual inconsistency diluted the brand’s unique tone, failing to create strong emotional engagement with shoppers
Design Process
Our Off-white design process follows a Lean UX methodology that is comprised of 7 steps, broken down into 4 phases. The methodology provides business-oriented steps supported by the principles of transparency and the requirements for speed and scalability.
User Understanding
We explore user needs and business goals to define direction, personas, and structure.
- Discovery
- User research
- Define
- Strategy
Experience Structuring
We create wireframes and flows focused on usability, clarity, and logic.
- Wireframing
- Low-Fidelity prototyping
- user flows
- Product usability
Visual Design
We create visual designs and test with real users to ensure clarity and impact.
- UI Design
- Visual Direction
- Testing
- Iteration
Product Delivery
We deliver dev-ready files, support build, and optimize post-launch.
- Handoff
- Collaboration
- Launch
- Post-Launch Optimization
UX Research & Design Artifacts
Understanding what customers required was our first step, which we achieved through in-depth research. We observed how real users behaved across different product pages and tasks. The goal was to identify friction points and turn them into opportunities for clarity, speed, and elegance.
We learned that people who buy online mainly focus on ease, inspiration and trust instead of just the clothing itself. Because of this, we updated important flows to suit that demand. Every choice in the design was focused on clear navigation, reactive responses and a superior feel.
Key issues that hurt the business:
- With an old design, the brand looked less expensive than its actual value in consumers' minds.
- Navigation was clunky, making it hard for users to explore or compare fashion items easily
- Because the mobile site was unpolished, customers frequently abandoned their orders and searched for products.
- Visual inconsistency diluted the brand's unique tone, failing to create strong emotional engagement with shoppers.
Results & Outcomes
Our redesign helped Off white deliver a smoother, more intuitive shopping experience across mobile and desktop. It not only improved user trust but also boosted purchase confidence and brand loyalty.
Users spent more time on the platform, exploring products with ease.
Reported improved confidence while selecting and customizing products.
Increase in completed checkouts due to simplified cart and checkout experience.
1 year's partnership on Project
"Wavespace transformed our shopping experience. Their design clarity and attention to user behavior helped us boost engagement and trust."
2 years collaboration
"The team's dedication to understanding our brand and translating it into a seamless digital experience was exceptional. Our conversion rates have never been better."
6 months partnership
"Working with this team has been transformative. They brought fresh perspectives and innovative solutions that elevated our entire e-commerce platform."
