Wntr
Wntr
. process highlight
. process highlight
Overview
Overview
WNTR is a semi-luxury travel bag brand focused on timeless and functional design. Despite strong products, its website faced usability issues like poor navigation and low trust signals. Through research-driven UX improvements, we transformed the digital experience to be seamless, engaging, and conversion-focused—reflecting the elegance of the brand.
WNTR is a semi-luxury travel bag brand focused on timeless and functional design. Despite strong products, its website faced usability issues like poor navigation and low trust signals. Through research-driven UX improvements, we transformed the digital experience to be seamless, engaging, and conversion-focused—reflecting the elegance of the brand.
Challenge
Challenge
WNTR struggled with high cart abandonment, difficult navigation, and a lack of trust signals like warranties and return policies. The website also lacked engagement, making it harder to differentiate from competitors.
WNTR struggled with high cart abandonment, difficult navigation, and a lack of trust signals like warranties and return policies. The website also lacked engagement, making it harder to differentiate from competitors.
Opportunity
Opportunity
By improving navigation, simplifying checkout, and enhancing transparency, WNTR had the chance to build trust, increase conversions, and create a more immersive and engaging shopping experience.
By improving navigation, simplifying checkout, and enhancing transparency, WNTR had the chance to build trust, increase conversions, and create a more immersive and engaging shopping experience.
Timeline
Timeline
June 2024 - Aug 2024
June 2024
Responsibilities
Responsibilities
UX Research
Ideation
Prototyping
Testing
SwiftUI
Delivery
UX Research
Ideation
Prototyping
Testing
SwiftUI
Delivery
Disciplines
Disciplines
User Experience Design
User Interface Design
Information Architecture
Interaction Design
Visual Design
Design Strategy
UX Design
UI Design
Interaction Design
Visual Design
Design Strategy
Tools
Tools
Figma
Procreate
Figma
Procreate
. background
. background
Our Vision
Our Vision
At WNTR, we believe luxury should be accessible, functional, and timeless. Our goal is to redefine modern travel by crafting high-quality pieces that combine heritage craftsmanship with contemporary aesthetics, offering a seamless shopping experience that mirrors the elegance of our products.
At WNTR, we believe luxury should be accessible, functional, and timeless. Our goal is to redefine modern travel by crafting high-quality pieces that combine heritage craftsmanship with contemporary aesthetics, offering a seamless shopping experience that mirrors the elegance of our products.
The Process
1
Research
Identifying Problems
Desk Research
Competitor Analysis
User Survey
User Pain Points
2
Synthesis
User Persona
3
Ideation
Solution Development
Moodboard
Mid Fidelity
Major Improvments
4
Final Design
Design System
Final UI
5
Reflections
Post Design Outcome
Conclusion
. research
. research
Initial Problem Discovery
Initial Problem Discovery
WNTR, a semi-luxury travel bag brand, aims to redefine premium travel essentials with timeless design, functionality, and sustainability. However, the existing website faced several usability challenges that affected conversions, user engagement, and brand perception.
WNTR, a semi-luxury travel bag brand, aims to redefine premium travel essentials with timeless design, functionality, and sustainability. However, the existing website faced several usability challenges that affected conversions, user engagement, and brand perception.
Desk Research
Desk Research
We analyzed:
WNTR’s brand vision – Positioning itself among the top 5 travel lifestyle brands in India within 5 years.
Competitor websites – Identifying industry best practices.
User behavior – Pain points, preferences, and expectations.
We analyzed:
WNTR’s brand vision – Positioning itself among the top 5 travel lifestyle brands in India within 5 years.
Competitor websites – Identifying industry best practices.
User behavior – Pain points, preferences, expectations.
User’s Perspective (Pain Points)
User’s Perspective
Hard to find products easily.
Unclear return policies.
Checkout process feels too long.
No clear information on quality or sustainability.
Hard to find products easily.
Unclear return policies.
Checkout process feels too long.
No clear information on quality or sustainability.
Brand’s Perspective (Business Needs)
Brand’s Perspective
Increase conversion rates.
Build trust and credibility.
Reduce cart abandonment.
Highlight product uniqueness.
Increase conversion rates.
Build trust and credibility.
Reduce cart abandonment.
Highlight product uniqueness.
Solution → A website revamp that balances user needs with business goals.
Solution → A website revamp that balances user needs with business goals.
. research
. research
Competitor Analysis
Competitor Analysis
While WNTR’s unique blend of functionality and luxury sets it apart, we wanted to explore how other Indian brands have carved their niche in the semi-luxury travel segment. By studying companies that emphasize design, sustainability, or storytelling, we aimed to understand what’s working, what’s missing, and how WNTR can offer something truly elevated.
While WNTR’s unique blend of functionality and luxury sets it apart, we wanted to explore how other Indian brands have carved their niche in the semi-luxury travel segment. By studying companies that emphasize design, sustainability, or storytelling, we aimed to understand what’s working, what’s missing, and how WNTR can offer something truly elevated.
We redesigned WNTR’s website to address user pain points with simplified navigation, stronger trust signals, and a faster three-step checkout. High-quality visuals and storytelling were added to enhance engagement, creating a user-friendly experience that reflects WNTR’s premium identity and boosts conversions.
We redesigned WNTR’s website to address user pain points with simplified navigation, stronger trust signals, and a faster three-step checkout. High-quality visuals and storytelling were added to enhance engagement, creating a user-friendly experience that reflects WNTR’s premium identity and boosts conversions.
. research
. research
User Surveys
User Surveys
Although WNTR offers a unique blend of luxury and functionality, we wanted to understand how users interact with semi-luxury travel brands online. To do this, we conducted a user survey to uncover expectations, frustrations, and behavior patterns—focusing on what makes users trust a brand, complete a purchase, or abandon their cart. These insights helped us shape a more intuitive and trustworthy shopping experience.
Although WNTR offers a unique blend of luxury and functionality, we wanted to understand how users interact with semi-luxury travel brands online. To do this, we conducted a user survey to uncover expectations, frustrations, and behavior patterns—focusing on what makes users trust a brand, complete a purchase, or abandon their cart. These insights helped us shape a more intuitive and trustworthy shopping experience.
Solution: A streamlined UI that improves clarity, efficiency, and trust.
Solution: A streamlined UI that improves clarity, efficiency, and trust.
. research
. research
User Pain Points
User Pain Points
Too much scrolling to find what I need!
I don’t know if this product is worth the price.
Checkout takes forever; I just give up
-Key Fixes:
Too much scrolling to find what I need!
I don’t know if this product is worth the price.
Checkout takes forever; I just give up
-Key Fixes:
. synthesis
. synthesis
User Persona
User Persona
To design an experience that truly connects with WNTR’s audience, I created a user persona based on insights from user surveys, competitor analysis, and key pain points. This persona captures the needs of our ideal customer and guides us in making luxury travel more accessible, functional, and timeless.
To design an experience that truly connects with WNTR’s audience, I created a user persona based on insights from user surveys, competitor analysis, and key pain points. This persona captures the needs of our ideal customer and guides us in making luxury travel more accessible, functional, and timeless.
. ideation
. ideation
Developing a Solution
Developing a Solution
Redesign Goals:
Faster navigation & product discovery.
More trust signals for confident purchases.
Seamless, frictionless checkout.
Redesign Goals:
Faster navigation & product discovery.
More trust signals for confident purchases.
Seamless, frictionless checkout.
Moodboard & UI Inspiration
WNTR’s UI takes inspiration from winter landscapes with a black & white color palette, reflecting
luxury, minimalism, and timelessness
Moodboard & UI Inspiration
WNTR’s UI takes inspiration from winter landscapes with a black & white color palette, reflecting
luxury, minimalism, and timelessness
. ideation
. ideation
Mid Fidelity
Mid Fidelity
. ideation
. ideation
Major Improvements & Design Decisions
Major Improvements & Design Decisions
Navigation:
Simplified menu & categories.
Quick search & filtering options.
Navigation:
Simplified menu & categories.
Quick search & filtering options.
Design Decisions (Color & UI):
Black & white theme → Luxury, simplicity.
Large, high-quality product images.
Elegant fonts for a premium feel.
Design Decisions (Color & UI):
Black & white theme → Luxury, simplicity.
Large, high-quality product images.
Elegant fonts for a premium feel.
Empty State UI:
Personalized messages when no items are found.
Recommendations for alternative products.
Empty State UI:
Personalized messages when no items are found.
Recommendations for alternative products.
Design System:
Reusable UI components for consistency.
Clear, accessible typography & spacing.
Design System:
Reusable UI components for consistency.
Clear, accessible typography & spacing.
. final designs
. final designs
UI for Launch
UI for Launch
• Homepage with engaging storytelling.
• Product pages with key features, warranties, and reviews.
• Checkout flow optimized for speed.
• Homepage with engaging storytelling.
• Product pages with key features, warranties, and reviews.
• Checkout flow optimized for speed.
. reflections
. reflections
Post-Design Outcome
Post-Design Outcome
Metric
Metric
Conversion Rate
Checkout Completion Rate
Cart Abandonment
Average Order Value
Conversion Rate
Checkout Completion Rate
Cart Abandonment
Average Order Value
Before Redesign
Before Redesign
35%
60%
65%
₹4,500
35%
60%
65%
₹4,500
After Redesign
After Redesign
45% (+10%)
80% (+20%)
40% (-25%)
₹5,600 (+25%)
45% (+10%)
80% (+20%)
40% (-25%)
₹5,600 (+25%)
Final Results:
Final Results:
45% increase in conversions.
40% lower cart abandonment rate.
Faster, more intuitive, and luxurious user experience.
25% higher average order value.
45% increase in conversions.
40% lower cart abandonment rate.
Faster, more intuitive, and luxurious user experience.
25% higher average order value.
. reflections
. reflections
Conclusion
Conclusion
By focusing on user needs, brand goals, and seamless usability, WNTR’s revamped website
delivers a frictionless shopping experience that balances aesthetics with functionality.
By focusing on user needs, brand goals, and seamless usability, WNTR’s revamped website
delivers a frictionless shopping experience that balances aesthetics with functionality.