Krets
Krets
. overview
. overview
Krets, a pioneering sneaker brand merging luxury and streetwear, faced challenges in effectively conveying its unique value proposition and engaging its target audience through its online platform. The brand needed a website that not only reflected its commitment to innovation and exclusivity but also provided a seamless user experience. Through a strategic UX/UI overhaul, the new design successfully enhanced storytelling, improved navigation, and optimized mobile usability, resulting in increased engagement and conversions.
Krets, a pioneering sneaker brand merging luxury and streetwear, faced challenges in effectively conveying its unique value proposition and engaging its target audience through its online platform. The brand needed a website that not only reflected its commitment to innovation and exclusivity but also provided a seamless user experience. Through a strategic UX/UI overhaul, the new design successfully enhanced storytelling, improved navigation, and optimized mobile usability, resulting in increased engagement and conversions.
. process highlight
. process highlight
Challenge
Challenge
Krets, a pioneering sneaker brand merging luxury and streetwear, faced challenges in effectively conveying its unique value proposition and engaging its target audience through its online platform. The website needed to reflect the brand's commitment to innovation, authenticity, and exclusivity while providing a seamless user experience.
Krets, a pioneering sneaker brand merging luxury and streetwear, faced challenges in effectively conveying its unique value proposition and engaging its target audience through its online platform. The website needed to reflect the brand's commitment to innovation, authenticity, and exclusivity while providing a seamless user experience.
Opportunity
Opportunity
With the launch of the 2024 Atelier Collection, Krets aimed to showcase its art-inspired luxury sneakers as wearable collector's pieces. This presented an opportunity to revamp the website to better align with the brand's ethos and meet the expectations of its aspirational Gen Z and Millennial audience.
With the launch of the 2024 Atelier Collection, Krets aimed to showcase its art-inspired luxury sneakers as wearable collector's pieces. This presented an opportunity to revamp the website to better align with the brand's ethos and meet the expectations of its aspirational Gen Z and Millennial audience.
Timeline
Timeline
April 2024 - May 2024
April 2024
Responsibilities
Responsibilities
UX Research
Ideation
Prototyping
Testing
Documentation
Optimization
Iteration
UX Research
Ideation
Prototyping
Testing
Documentation
Optimization
Iteration
Disciplines
Disciplines
User Experience Design
User Interface Design
Information Architecture
Interaction Design
Usability Testing
Design Strategy
Conversion Optimization
Wireframing & Prototyping
User Experience Design
User Interface Design
Information Architecture
Interaction Design
Usability Testing
Design Strategy
Conversion Optimization
Wireframing & Prototyping
Tools
Tools
Figma
Figma
. background
. background
Our Vision
Our Vision
To design a visually captivating and user-friendly website that embodies Krets' fusion of art and fashion, enhances product discovery, and fosters a deeper connection with the brand's narrative.
To design a visually captivating and user-friendly website that embodies Krets' fusion of art and fashion, enhances product discovery, and fosters a deeper connection with the brand's narrative.
The Process
1
Research
Identifying Problems
Desk Research
Competitor Analysis
User Survey
2
Ideation
Solution Development
Moodboard
3
Final Design
Final UI
4
Reflections
Post Design Outcome
Conclusion
. research
. research
Initial Problem Discovery
Initial Problem Discovery
User Insight: The target audience seeks unique, limited-edition sneakers that resonate with their personal style and cultural interests.Storytelling through design
Brand Insight: Krets strives to position its sneakers as more than footwear; they are wearable art pieces that tell a story.
User Insight: The target audience seeks unique, limited-edition sneakers that resonate with their personal style and cultural interests.Storytelling through design
Brand Insight: Krets strives to position its sneakers as more than footwear; they are wearable art pieces that tell a story.
Desk Research
Desk Research
Analyzed contemporary luxury and streetwear brands to identify best practices in:
Storytelling through design
Seamless e-commerce experiences
Mobile responsiveness
Analyzed contemporary luxury and streetwear brands to identify best practices in:
Storytelling through design
Seamless e-commerce experiences
Mobile responsiveness
Aspect
Focus
Need
Frustration
User’s Perspective
User’s Perspective
Discovering unique, art-inspired sneakers
Intuitive navigation, detailed product visuals, and storytelling
Lack of immersive experience, difficulty in finding product stories
Discovering unique, art-inspired sneakers
Intuitive navigation, detailed product visuals, and storytelling
Lack of immersive experience, difficulty in finding product stories
Brand’s Perspective
Brand’s Perspective
Showcasing the artistry and exclusivity of products
Communicating brand values and the narrative behind each collection
Lack of immersive experience, difficulty in finding product stories
Showcasing the artistry and exclusivity of products
Communicating brand values and the narrative behind each collection
Lack of immersive experience, difficulty in finding product stories
. research
. research
Competitor Analysis
Competitor Analysis
To establish The Krets as a go-to brand in the semi-luxury travel bag space, I conducted a competitive audit of similar brands such as Assembly, Daily Objects, Goyard, and Tumi India. This analysis focused on key UX elements like homepage storytelling, product discovery, mobile responsiveness, and checkout experience.
While Assembly and Daily Objects offered a clean and modern aesthetic, they lacked emotional engagement and unique storytelling. Goyard leaned heavily on legacy branding but fell short in digital experience. Tumi delivered a high-end UX, but its complex navigation and premium-only focus made it less relatable for young travelers.
These observations revealed an opportunity for The Krets to differentiate by combining bold visuals, clear brand narrative, and fast, user-first interactions—bridging the gap between aspirational and accessible travel gear.
To establish The Krets as a go-to brand in the semi-luxury travel bag space, I conducted a competitive audit of similar brands such as Assembly, Daily Objects, Goyard, and Tumi India. This analysis focused on key UX elements like homepage storytelling, product discovery, mobile responsiveness, and checkout experience.
While Assembly and Daily Objects offered a clean and modern aesthetic, they lacked emotional engagement and unique storytelling. Goyard leaned heavily on legacy branding but fell short in digital experience. Tumi delivered a high-end UX, but its complex navigation and premium-only focus made it less relatable for young travelers.
These observations revealed an opportunity for The Krets to differentiate by combining bold visuals, clear brand narrative, and fast, user-first interactions—bridging the gap between aspirational and accessible travel gear.
. research
. research
User Surveys
User Surveys
To better understand the expectations of modern travelers, I conducted user surveys targeting digital-first consumers who value both style and function in travel gear. The responses highlighted common frustrations such as slow-loading pages, lack of product assurance, and confusing navigation during checkout. Users also expressed a strong desire for clarity around product durability, return policies, and sustainability efforts. These insights helped validate key design directions and ensured the redesigned experience truly resonated with the Krets audience.
To better understand the expectations of modern travelers, I conducted user surveys targeting digital-first consumers who value both style and function in travel gear. The responses highlighted common frustrations such as slow-loading pages, lack of product assurance, and confusing navigation during checkout. Users also expressed a strong desire for clarity around product durability, return policies, and sustainability efforts. These insights helped validate key design directions and ensured the redesigned experience truly resonated with the Krets audience.
. ideation
. ideation
Developing a Solution
Developing a Solution
Redesign Goals:
Create an immersive storytelling experience that highlights the artistry behind each sneaker.
Simplify the user journey from discovery to purchase.
Optimize the website for mobile devices to cater to the target demographic's browsing habits.
Redesign Goals:
Create an immersive storytelling experience that highlights the artistry behind each sneaker.
Simplify the user journey from discovery to purchase.
Optimize the website for mobile devices to cater to the target demographic's browsing habits.
Visual Language
Color Palette: Employed a minimalist palette to let the sneaker designs stand out.
Typography: Selected modern, clean fonts to reflect the brand's contemporary aesthetic.
Imagery: Showcased high-resolution images of sneakers alongside the artworks that inspired them.
Visual Language
Color Palette: Employed a minimalist palette to let the sneaker designs stand out.
Typography: Selected modern, clean fonts to reflect the brand's contemporary aesthetic.
Imagery: Showcased high-resolution images of sneakers alongside the artworks that inspired them.
Visual Storytelling:
Integrated narratives of the artistic inspiration behind each design.
Utilized interactive elements to engage users in the brand's story.
Incorporated behind-the-scenes content to showcase craftsmanship.
Visual Storytelling:
Integrated narratives of the artistic inspiration behind each design.
Utilized interactive elements to engage users in the brand's story.
Incorporated behind-the-scenes content to showcase craftsmanship.
. final designs
. final designs
UI for Launch
UI for Launch
. reflections
. reflections
Post-Design Outcome
Post-Design Outcome
Enhanced user engagement through immersive storytelling.
Improved conversion rates due to streamlined navigation and checkout processes.
Increased mobile traffic and sales following optimization efforts.
Enhanced user engagement through immersive storytelling.
Improved conversion rates due to streamlined navigation and checkout processes.
Increased mobile traffic and sales following optimization efforts.
. reflections
. reflections
Conclusion
Conclusion
The Krets website redesign successfully translated the brand’s art-meets-fashion philosophy into a digital experience that feels premium, engaging, and intuitive. By applying core UX principles, conducting research-driven improvements, and focusing on immersive storytelling, we were able to elevate both brand perception and user interaction. The result is a seamless online journey that supports Krets’ mission to redefine sneakers as collectible art—boosting user engagement, trust, and conversion rates in the process.
The Krets website redesign successfully translated the brand’s art-meets-fashion philosophy into a digital experience that feels premium, engaging, and intuitive. By applying core UX principles, conducting research-driven improvements, and focusing on immersive storytelling, we were able to elevate both brand perception and user interaction. The result is a seamless online journey that supports Krets’ mission to redefine sneakers as collectible art—boosting user engagement, trust, and conversion rates in the process.