Toni Maticevski engaged Web Force 5 to replatform its e-commerce experience from Magento to Adobe Commerce, with the goal of improving usability while preserving the brand’s distinctive visual language.
I led UX and UI design across the project, working closely with stakeholders to define user flows, establish design patterns, and ensure the digital experience reflected the precision and restraint of the brand while supporting commercial performance.
To establish a clear foundation, I worked closely with the client to understand their audience, brand priorities, and commercial objectives. This informed key decisions around information architecture, navigation patterns, and how collections were presented online, ensuring the experience supported both exploration and conversion.
The design approach balanced minimalism with usability, ensuring the interface complemented the brand’s aesthetic without introducing friction. Particular focus was placed on navigation clarity, collection browsing, and product presentation, allowing the fashion itself to remain the hero while improving overall ease of use.
Simplified architecture to support discovery across collections.
Unified design language across pages to reinforce brand coherence.
Ensured a seamless experience across desktop and mobile.
Used restraint in motion and interaction to enhance, not distract.
The redesigned e-commerce experience delivered a more intuitive and visually cohesive platform that aligned closely with Toni Maticevski’s brand values. Post-launch, the site saw improved engagement and user sentiment, supporting both brand perception and commercial performance.
The project established a scalable design foundation that could support future collections and platform growth without compromising aesthetic integrity.
