Shovkovo — E-commerce — Case Study

01Overview

Shovkovo is a Ukrainian brand of 100% silk accessories with a loyal Instagram following and no website. Selling through DMs limited discoverability and made buying clumsy. Over 20 weeks I designed and built their e-commerce platform from scratch: UX strategy, UI design and a custom WordPress build.

02Research

Interviews shaped two personas: Sophia, a young businesswoman who wants quality silk that matches her values of sustainability and ethical sourcing — and Emma, a busy working mother for whom online shopping needs to be effortless.

How might we build Shovkovo’s shop from scratch so it feels as luxurious as the product, and converts as smoothly as it browses?

03Ideation & design

I started with quick sketches to explore layout directions before committing to a structure.

Early sketches, exploring layout directions.

The first iteration was light: a homepage carousel of best-sellers, a streamlined catalog, an About-us brand story, categorised navigation, and product pages with clear customisation (colour, quantity) and structured details.

First iteration: the light homepage.

First iteration product page, light mode

Explore the first-iteration prototype →

After presenting that prototype, the client asked for dark mode. To keep it soft on the eyes I used #121212 against #EEEEEE: luxury contrast without the harshness.

04Build

I developed the approved design on WordPress with the Flatsome (WooCommerce) theme, refined with custom CSS to stay true to the design. That included CRM and payment integrations, cross-device performance testing, and a final optimisation pass.