Opaline
Project Overview
BrandOpaline is a conceptual e-commerce lighting brand that treats illumination as both a functional necessity and a design statement. Curated for style-conscious homeowners, it blends warm aesthetics, character-driven design, and accessibility to help customers shape their home's ambiance.
Case StudyThe goal was to design a distinct, highly usable e-commerce platform that stands out from established competitors. Guided by competitive audits, user personas, sitemaps, wireframes, and promotional email strategies, the project culminated in a cohesive design system and interactive prototype. The final product delivers an intuitive, visually engaging shopping journey built around clear product details and trust-building interactions.
User Personas
Through market positioning and competitive analysis, user archetypes were developed to help map out the key motivations and decision-making habits of Opaline’s target audience. Grounding the design strategy in these user profiles provided a clear framework for building a tailored, trustworthy, and engaging e-commerce experience.
Assets
Logo
Color palette
Graphic elements
Competitive Audit Matrix
& Key Takeaways
Sitemap
The sitemap structures Opaline’s products into clear indoor, outdoor, and specialty lighting categories, keeping cart and account actions easily accessible. This predictable architecture reduces friction, helping new visitors browse for inspiration while returning customers shop efficiently.
