Designs
The final designs for TheUpside.com delivered a cohesive, design-forward shopping experience that balanced elegant aesthetics with intuitive commerce functionality. The site experience was built around two primary journeys: lightweight exploration through visually rich collections, and a clean, confident purchasing flow on the PDP. Across mobile and desktop, the designs introduced a modern mega menu, refined product listing pages, and a streamlined shopping cart, all supported by a comprehensive style guide. Product detail pages were intentionally kept straightforward but sophisticated, prioritizing large imagery, clear sizing and comparison information, and minimal visual clutter. Editorial layouts, curated photography, and thoughtful typography created a premium, magazine-like feel throughout the homepage and collections while maintaining a fast, easy-to-use checkout path.
TheUpside
A next-gen e-commerce experience for cutting-edge activewear brand
Role:
Lead Web Designer
Duration:
6 months
Contribution:
0 to 1 build
Platform:
Web
I was the Lead UX/UI Designer at Matter Design Agency on a six-month initiative to redesign and elevate TheUpside.com into a next-generation e-commerce experience on BigCommerce, supporting customers across Australia, Europe, and the USA.From July to December 2020, I was responsible for conducting discovery, building detailed wireframes, and designing high-fidelity prototypes that brought the brand’s elegant, editorial aesthetic to life. The project included end-to-end mobile and desktop wireframes for the homepage, PDP, PLP, mega menu, shopping cart, search, account pages, FAQs, terms, and FAQs, as well as a comprehensive style guide and design system.I extensively collaborated with the client on visual direction, blending their desired influences—soft luxury, modern femininity, and curated storytelling—with straightforward, scalable commerce functionality. The site went live in December 2020 at www.theupside.com.au, serving as a global digital storefront for Australia, Europe, and the USA.
Discovery
The discovery phase centered on aligning closely with THE UPSIDE’s highly specific aesthetic vision. The client was very particular about achieving an elegant, editorial feel throughout the site, requesting a blend of refined, fashion-forward influences similar to Chloé and Bec + Bridge. Early explorations focused on translating this direction into a cohesive digital experience—especially across the homepage, collections, and product storytelling. I worked through multiple mood boards and visual concepts to establish a mix of soft luxury and modern femininity, ensuring imagery, typography, and layout felt curated and magazine-like. This phase clarified how to craft an elevated yet usable structure, concluding with a straightforward but elegant PDP page that balanced clean commerce functionality with high-end visual simplicity.
