My role
Founder / Designer / Developer / Marketer / Manager / Supplier
Date
October 2022 → June 2025
Project Type
Online secondhand clothing store
Tools
Figma / Notion / Framer / Photoshop / Shopify / Vinted / Excel
Overview
Context
As a vintage clothing enthusiast, I wanted to share my passion for secondhand leather jackets. I created an e-commerce store dedicated to selling unique, vintage pieces, making it easy for fellow enthusiasts to discover and buy them.
Problem statement
Finding quality secondhand leather jackets online can be frustrating. Existing platforms aren’t specialized, and browsing through multiple marketplaces is time-consuming and cumbersome.
There’s a clear need for a dedicated e-commerce platform. One that makes buying easy for enthusiasts and selling simple for sellers. The focus should be on user experience, with an intuitive interface that showcases curated jackets and enables smooth transactions.
By solving these challenges, I aim to build a successful e-commerce venture tailored to vintage fashion lovers seeking secondhand leather jackets.
Solution
I built a minimalist e-commerce store to showcase the jackets. Each piece had its own detailed description and high-quality photos. Sold jackets were moved to an archive page, creating both transparency and a sense of rarity.
Every Thursday, I released a few new jackets. Stock was limited—only one item per order—so each drop felt special.
To make purchasing easier, I offered two options: a “Buy” button linked to Shopify and another redirecting to my Vinted account. This gave buyers flexibility and access to different payment methods. Vinted, after all, is Europe’s leading platform for secondhand clothing.
My Role
As the creator of this project, I designed and developed the e-commerce store while also managing the logistics. This included sourcing the jackets, preparing them for online sale, handling transactions and shipping, communicating with customers, and providing after-sales support.
Design Process
To design the e-commerce site, I followed a user-centered approach inspired by design thinking. My main goal was to create a smooth, intuitive purchasing experience. For the interface, I chose a minimalist, clean design that put the leather jackets front and center while keeping navigation simple, fast and clear.
1/ User Research
User interviews / Surveys
→ I started by researching the target audience—vintage clothing enthusiasts, and more specifically, leather jacket lovers.
→ From there, I gathered insights into their preferences, behaviors, and motivations for buying secondhand jackets.
→ Finally, I identified the key pain points and challenges they face when shopping for vintage clothing online.
2/ Define Goals
User personas / User journey mapping
→ I set the primary goal of the e-commerce site: to offer a curated collection of secondhand leather jackets that truly resonates with vintage fashion enthusiasts.
→ I then defined key objectives—boosting sales, enhancing user engagement, and building a sense of community among enthusiasts.
3/ Information Architecture
Site mapping / User flows / Wireframing
→ I designed simple navigation with clear menu options and filters, making it easy for users to quickly find the jackets they wanted.
→ I then created wireframes to map out the layout and functionality of the key pages—the homepage, product listings, and the Vinted-powered checkout process.
4/ Visual Design
Brand design / Prototyping / Responsiveness
→ I designed the visual identity and brand elements of the site to balance a vintage feel with a modern touch. Through carefully selected imagery, typography, and colors, the goal was to highlight each secondhand leather jacket and showcase its unique character.
→ I also prototyped interactive features like image galleries and product zoom to bring the buying experience to life. Finally, I optimized the site for responsiveness, ensuring a seamless experience across desktop, tablet, and mobile.
5/ Development
Figma to Framer / Framer to Shopify / Accessibility
→ I translated the visual design into a live website using Framer, a no-code front-end development tool that integrates seamlessly with Figma.
→ To improve the user experience, I implemented intuitive navigation, clear calls to action, engaging product listings, and interactive features such as zoom and image galleries.
→ Then connected the Framer site to my Shopify dashboard using a dedicated plugin to propose different paiement methods and ensure an accurate order management.
→ Finally, I ensured the site met accessibility standards, making it inclusive and easy to use for all visitors.
6/ Testing and Iteration
Usability testing / Feedback
→ I conducted usability testing with target users to uncover navigation issues, usability challenges, and opportunities for improvement.
→ I then gathered feedback from both users and stakeholders, iterating on the design to address concerns and integrate valuable suggestions.
7/ Launch and Optimization
Framer / Shopify / Metrics / Feedback
→ I deployed the e-commerce site trough Framer and Shopify, which allowed me to monitor performance metrics.
→ I then continuously refined the site using feedback, metrics, and testing results to improve both the user experience and the sales journey.
Reflexions
Outcomes
This project was an enriching experience on many levels. Professionally, it helped me strengthen my skills in UX/UI design and e-commerce project management. Selling more than 1,000 secondhand leather jackets gave me firsthand insight into the potential of this market and allowed me to refine my online selling strategy.
On a personal level, it was the perfect way to combine my passion for vintage clothing with my skills in design and entrepreneurship. The most rewarding part was seeing leather jacket enthusiasts value and enjoy the pieces I had carefully selected and prepared.
Takeaway
In conclusion, this project allowed me to reach my business goals while exploring my passion in a creative and entrepreneurial way. I’m grateful for the experience and excited to keep pursuing new opportunities in design and online commerce.
