Project Summary
Lilyem Knitwear is a Norwich-based independent label specialising in small-batch, hand-framed knitwear made from high-quality natural fibres. Each piece is produced with exceptional technical skill on a hand-operated knitting machine, then hand-linked and finished to ensure durability and longevity. Rooted in sustainable practices, the brand offers both ready-to-ship and made-to-order pieces, as well as bespoke design services.
The goal of this project was to translate Lilyem’s craftsmanship and values into a refined digital experience. By improving the site’s usability, responsiveness, and visual storytelling, the aim was to create a customer journey that feels as considered and intimate as the garments themselves.
The final design presents a modern, minimal, and intuitive e-commerce experience that aligns with the brand’s slow fashion ethos, elevating the product while streamlining the shopping process.
My Approach
This was a deeply collaborative project, with regular check-ins to ensure alignment between the evolving design and Lily’s creative vision. We began with research into comparable knitwear and sustainable fashion brands, discussing design features and e-commerce strategies that Lily admired. These insights shaped the tone, layout, and functionality of the redesigned site.
Working iteratively, I presented low and high-fidelity mockups across key page types, from the homepage to the product detail views. Throughout, I focused on making the site feel handmade yet polished, mirroring Lily's blend of tradition and contemporary design.
Project Highlights
Homepage Redesign
Simplified and restructured the homepage to communicate the brand's story and process clearly.
Highlighted Lily’s unique offering, technical knitwear made by hand with sustainable methods.
Used large, high-resolution images to bring attention to the rich texture and form of each piece.
Navigation & Site Architecture
Reorganised categories into intuitive sections like "Ready to Ship," "Made to Order," and "Heirloom Collection."
Streamlined the customer journey with improved product filtering and navigation.
Ensured a logical flow from homepage to checkout, reducing bounce rates and confusion.
Product Pages
Created clean, focused product pages with detailed descriptions, showcasing the care, materials, and methods behind each item.
Included sustainability and care notes to reinforce the value and longevity of each garment.
Designed layout to support zoomable product views and integrated social proof elements.
Mobile Responsiveness
Ensured the site performs seamlessly across all screen sizes, with particular emphasis on mobile responsiveness.
Prioritised quick access to product info, filtering, and checkout on small devices.
Brand Alignment
Developed a consistent visual language using warm neutrals, soft typography, and considered whitespace, reflecting the tactile, personal nature of Lily’s work.
Ensured alignment across all touchpoints, including the shop, custom design pages, and informational content.
Results & Impact
Improved User Engagement: Increased impressions and interactions across social media and email traffic post-launch.
Positive Customer Feedback: Shoppers praised the site's clarity, aesthetics, and ease of use, particularly the custom order experience.
Repeat Business: A noticeable uptick in returning customers, suggesting improved trust and satisfaction with the digital shopping process.
Stronger Brand Presence: The refreshed digital presence now better reflects Lily’s unique identity and technical excellence.
