Odele
2025
UX-Led Redesign & Scalable Module System
UX Design · UI Design · Brand Translation · Ecommerce · Module System Design · Shopify
Odele had large retail presence and a product range that was expanding fast. With ecommerce becoming a strategic focus, I was brought in to redesign the key touchpoints of their online experience into a scalable system built for a new kind of Odele customer.
Lead Designer: Kira Gelbard
Senior Product Manager: Laura Mazzonna, Emily Kissick
VP of Development: Elena Bogdanova
The Problem
Odele had a strong brand and real retail momentum. Online, the experience hadn't kept up. Information was scattered and repetitive, with no system to organize it across touchpoints. I was brought in to change that, building a cohesive information architecture across the full digital experience.
My Role
Odele needed to approach their site with a strong UX lens. As Lead Designer I drove the project end to end, partnering closely with their ecommerce and brand teams to untangle the online experience and build something cohesive from the ground up.
I owned the design system, client presentations, and every touchpoint across the experience, from product cards and PLP to a fully restructured PDP built around information clarity.
Key Design Decisions
When data becomes a brand moment
Odele's performance stats are more than marketing, they're a proof of customer confidence. I designed the results module to surface that in Odele's editorial feel, letting the numbers build trust without feeling like a claim.
Full-bleed photography paired with performance stats, designed to feel native to the brand rather than bolted on.
A sticky cart, built for conversion
Outside the original brief, I recommended adding a sticky cart, a feature proven to increase conversion across other builds. Without disrupting the experience, it keeps the path to purchase quietly present throughout the full page scroll.
Sticky cart is pinned to the bottom of the page throughout the full scroll (includes product thumbnail, name, size, and price).
