Building a High-Impact Digital Experience for a Luxury Brand
My Role: UI/UX Designer
Tools: Figma, Showit, Uizard, and Miro
Timeline: 3 Months (May – August 2025)
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Project
OVERVIEW
This case study highlights the redesign of a desktop and mobile website for a luxury photography business, improving usability, visual clarity, and intuitive navigation to guide users effortlessly to key information.
Summary
The original website struggled to communicate the service offering clearly and guide users toward key actions. Information like pricing, process, and portfolio work was difficult to find, and the layout and navigation lacked a strategic structure, resulting in a confusing experience. The challenge was to redesign the desktop and mobile site with a user-centered approach that organizes content, prioritizes user goals, and streamlines the journey from discovery to inquiry.
Key Challenge / Problem Statement
Research
Stakeholder Interview
I began the project by having a meeting with the business owner to understand her goals, pain points, and vision for the site. This informed the core objectives for the redesign and ensured every design decision aligned with both user needs and business strategy.
Current Site Analysis
To understand how the existing website was impacting users, I reviewed the desktop and mobile experiences to identify pain points and friction in key user flows.
The site lacked a clear structure, and navigation made it difficult for visitors to find key information, including pricing, services, and inquiry options. Content was insufficient to build trust or guide users, and the visual hierarchy didn’t communicate the value or quality of the work. This analysis revealed opportunities to organize content more effectively and present the work in a way that drives engagement and conversions.
Competitor Analysis
I analyzed three top luxury photography websites to see what works well, what creates friction for users, and how to design a more seamless and engaging experience.
Dawn Photo
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Purple Tree
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Jasmine & John
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After examining the competitors, I noticed that clear service descriptions, visible pricing, and strong content hierarchy help users understand value and build trust. High-quality images paired with intuitive navigation guide users toward the actions that matter most. These insights informed the redesign, focusing on smooth flows, clear pathways, and highlighting the photographer’s expertise to make it easy for users to inquire and book.
User Survey
I conducted a survey with engaged couples, families, and individuals seeking luxury photography services and received responses from 24 people to help understand what they look for on a photographer’s website and what builds trust. Respondents highlighted that seeing high-quality, thoughtfully presented work, clear service details, and transparent pricing were key to feeling confident. They also emphasized the importance of intuitive navigation and well-structured portfolios to explore the photographer’s style and capabilities.
Persona
I developed a persona based on the research to represent the core audience. This gave me a clear understanding of user motivations and goals, helping me make design decisions that truly address their needs and expectations.
PROCESS
User Flow Diagram
I mapped out the primary user flows to visualize how visitors would navigate the site. This process allowed me to identify critical decision points, streamline pathways to key pages like the portfolio, services, and contact, and ensure users could quickly find the information they needed. Structuring the flow this way reduced friction, emphasized high-priority actions, and created a seamless, purposeful journey that guides users toward booking with confidence.
Wireframes (Lo-fi)
I created lo-fi wireframes for both desktop and mobile to establish layout, hierarchy, and navigation before focusing on visual design. They emphasized guiding users to key actions, such as exploring the portfolio and viewing services, while incorporating research insights to ensure the experience was clear, engaging, and aligned with what users value most.
HOME PAGE DESKTOP
HOME PAGE MOBILE
SERVICES PAGE DESKTOP
SERVICES PAGE MOBILE
PORTFOLIO PAGE DESKTOP
PORTFOLIO PAGE MOBILE
CONTACT PAGE DESKTOP
CONTACT PAGE MOBILE
Solution
Building on the lo-fi wireframes, I established a visual identity with a logo, neutral color palette, and clean typography to reflect the premium quality and professionalism of the owner’s work. The neutral colors were chosen to create a timeless, elegant feel that lets the photography stand out while building trust and credibility with potential clients. Defining these elements before starting the high-fidelity mockups ensured a consistent and polished experience across the site.
Wireframes (Hi-fi)
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Enhanced visual clarity and consistency to communicate the high quality of the owner's work and establish trust.
Restructured content hierarchy to make pricing, services, and key work examples easy to find.
Streamlined the user journey to reduce friction and guide visitors naturally toward contacting the photographer.
Usability Testing
I conducted usability testing with a small group of target users (5 participants) to validate navigation, clarity of information, and ease of interacting with key features like exploring the portfolio and viewing services. Feedback helped identify minor adjustments to content hierarchy, button placement, and page flow to ensure the experience felt seamless and aligned with user expectations.
HOME PAGE DESKTOP
HOME PAGE MOBILE
SERVICES PAGE DESKTOP
SERVICES PAGE MOBILE
PORTFOLIO PAGE DESKTOP
PORTFOLIO PAGE MOBILE
CONTACT PAGE DESKTOP
CONTACT PAGE MOBILE
IMPACT
The redesign transformed the website into a user-focused experience that clearly communicates the quality and professionalism of the photographer’s work. Improved layout, clear presentation of services, and a well-structured portfolio helped visitors quickly understand the offering and build trust. Within the first three months, the client booked 12 new photography sessions directly through the site, and inquiries via Google searches increased by 35%. Feedback from users highlighted that it was easier to explore the portfolio and understand the services, demonstrating that the redesign successfully addressed the original issues of unclear structure and low trust
Client Testimonial
"Working with Christina was one of the best choices I’ve made in my business. I am a destination photographer and I’ve already seen bookings through Google from the new site she built me. The new layout is so intuitive and easy for clients to navigate, and she made sure every part of the experience was designed with my audience in mind. Endlessly grateful for Christina. 10/10 experience."
Reflection
This project highlighted how intentional UX decisions can transform a website into a tool that builds trust and clearly communicates expertise. Redesigning the structure, refining how the portfolio and services were presented, and rebuilding the visual identity taught me how closely user perception is tied to clarity, consistency, and the way information is framed. The process strengthened my ability to turn research insights into practical design solutions while keeping business goals at the center. Moving forward, I would continue monitoring analytics and gathering user feedback to refine the experience and ensure the site evolves in ways that maximize clarity, usability, and long-term results.
