Fattapposta
Fattapposta is a handmade fashion brand with a strong visual identity and a playful, recognizable tone of voice. The goal was to bring that personality into a clean and functional Shopify e-commerce, built to present the products clearly and support the brand’s storytelling.
Problem
This was my first project built on Shopify, so the main challenge was finding the right balance between the platform’s structure and the visual direction I wanted to create. The timeline was very tight, and instead of forcing custom code into the project, I focused on making smart design decisions inside Shopify’s limits. The priority was to deliver a solid, coherent and easy-to-use website without adding unnecessary complexity.
Role & scope
I worked on the project from a UX/UI and e-commerce design perspective, defining the visual structure of the website, organizing the product experience, adapting the brand identity to a digital shopping flow and setting up the main pages inside Shopify. The approach was mobile first, with a strong focus on clarity, navigation and conversion.
Key decisions
Working within Shopify’s structure
Instead of overcomplicating the build with custom code, I used the platform’s native possibilities to create a clean and reliable result. This helped keep the project fast, manageable and aligned with the available timeline.
Designing mobile first
Since most users would discover the brand from Instagram and mobile devices, the layout was designed starting from the smallest screens. Product browsing, calls to action and content hierarchy were kept simple and immediate.
Keeping the brand personality visible
The visual direction started from Fattapposta’s existing identity. I worked with its colors, tone and playful character to create an interface that feels coherent with the brand, while still remaining clear and conversion-focused.
Craft
The final interface combines a simple shopping experience with space for storytelling. Product pages are clear and direct, while the integrated blog gives the brand a place to share updates, ideas and content over time. The result is a lightweight e-commerce that respects the identity of Fattapposta without losing usability.
Outcome
The website gives Fattapposta a more structured digital presence and turns the brand into a real online shopping experience. Even with a tight timeline and the limits of working inside Shopify for the first time, the final result is coherent, functional and ready to support future drops, content and product updates.