Firle und Franz is a sustainable clothing store based in Ravensburg, Germany, specializing in ethically produced fashion. In addition to offering fair trade apparel, the brand operates its own sewing studio, where vibrant, unique fabrics and designs are created. To enhance its online presence and improve the shopping experience, Firle und Franz decided to relaunch its ecommerce platform, integrating a new point-of-sale system and optimizing usability.
The existing online store lacked a cohesive structure and was not competitive with other sustainable fashion ecommerce platforms. The challenge was to create an intuitive, engaging shopping experience that aligned with the brand’s personality and values while ensuring high usability. Additionally, the website needed to incorporate diverse media formats and social channels to build a unified visual identity.
To lay a solid foundation for the relaunch, we conducted competitive research and user analysis to identify best practices in sustainable ecommerce. The information architecture was redesigned to enhance clarity and accessibility, ensuring that customers could find products effortlessly.
Category Page: Implemented according to wireframe specifications to create a clear product overview
Product Detail Page: Adjusted layout by aligning product images to the left, allowing users to immediately see multiple views
User Engagement Optimization: Customer reviews were repositioned for better visibility to encourage more feedback and interaction
Firle und Franz had an established logo, but the broader brand identity lacked consistency. Previous materials used multiple fonts and design elements without a unifying style. To resolve this:
A visual guide was developed for website and social media use
Core brand colors were refined and harmonized with existing advertising materials
Graphics were limited to three colors per element to maintain clarity and visual appeal
Abstract elements and custom icons were introduced to highlight sustainability values
Brand, UX & UI Designer
User Research, Competitor Research, Interaction, Wireframing, Visual Design, Prototyping & Testing, WordPress Development
Nikolas Klauser: SEO, performance optimization, WordPress Development
July-November 2022
Homepage Tablet & Mobile View
1st iteration
2nd iteration
3rd iteration
This project was my first deep dive into ecommerce UX, allowing me to gain extensive experience with WooCommerce, product structures, and online shopping flows. However, the project scope was underestimated due to the complexity of ecommerce platforms. While my main contributions were in concept, UX, and UI, I also supported development efforts to ensure usability wasn’t compromised.
Key takeaways:
User Testing Impact: Testing sessions revealed valuable insights that enhanced the checkout experience
SEO & Technical Optimization: Improvements in site structure led to better rankings and increased organic traffic
Sustainable Growth: Though additional marketing efforts were minimal, the site continues to perform well in search engines
Collaborating with Firle und Franz was an enriching experience, and the final website successfully blends storytelling, usability, and sustainability to create a compelling shopping destination.
