Redesigning the shopping experience for a modern gifting brand
Redesigning Rainvas's Shopify website and brand identity, making products easier to discover while giving the business a clearer and more consistent visual direction.
- Company
- Rainvas
- Role
- Freelance UX Designer · Sole Designer
- Timeline
- August – December 2024
- Industry
- Retail · Lifestyle · E-commerce
- Platform
- Shopify Website
- Focus
- UX Research · E-commerce UX/UI · Information Architecture · Responsive Web Design · Brand Identity · Shopify Customization
Rainvas had a lot to offer. The website needed to show it better.
Rainvas is a lifestyle brand selling handcrafted gifts, jewelry, and bath and body products. The brand also works with local women artisans in Gujarat, something the founder wanted more people to know about.
As the business grew, the website needed to do more. Customers should be able to find different product categories, discover new collections, learn about the brand, and feel confident placing an order.
I joined as the sole designer, working directly with the founder to redesign the Shopify website and develop a new visual identity for Rainvas.
Understanding what the website needed to do.
I started by looking at how other e-commerce websites organized products, presented offers, and helped customers make purchasing decisions.
I also worked closely with the founder to understand what Rainvas needed from the redesign.
We wanted to make the navigation clearer, give more visibility to product categories, introduce customer reviews and videos, and make it easier to find discounts and bulk-order options.
The website also needed space for Rainvas's story and its sister brand, Serene by Rainvas.
These became the main areas I focused on during the redesign.
- 01Clearer navigation
- 02More visible product categories
- 03Customer reviews and videos
- 04Easier-to-find discounts and bulk orders
- 05Rainvas's story and Serene by Rainvas
Making it easier to find products, explore collections, and place an order.
Making navigation easier
I reorganized the website's information architecture and navigation so customers could find products without going through too many pages.
I also worked on how categories, new collections, product banners, and promotional offers appeared throughout the website.
The idea was to make important information easier to find, whether someone was browsing on a desktop or their phone.
Giving customers more reasons to trust the brand
I introduced sections for customer reviews, videos, and product USPs, giving shoppers more information before making a purchase.
I also gave more space to Rainvas's story, particularly its work with women artisans in Gujarat.
This was important because the founder wanted customers to know more about the people and craftsmanship behind the products.
Making gifting more personal
Some of the features we wanted weren't available in the existing Shopify theme, so I used custom code to build them.
I created a slide-out add-to-cart panel that showed complementary products, along with options to add personalized gift notes and delivery instructions.
I also customized banners and sections for discounts, bulk orders, and other offers.
These changes helped us go beyond the standard Shopify theme and create an experience suited to Rainvas's products and customers.
The website was only one part of the work.
Alongside the redesign, I helped the founder develop Rainvas's visual identity.
I designed the logo, typography, color palette, and brand book, along with assets for social media and marketing.
I also worked with the design interns, helping them understand the brand guidelines and use them consistently in their work.
Over time, the website, branding, and marketing materials started coming together, giving Rainvas a visual direction it could continue using as the business grew.
Five months of designing, building, and refining.
Over five months, I worked with the founder to redesign and launch the Shopify website, develop the brand identity, and bring the new direction across its digital presence.
The website included clearer navigation, better visibility for products and offers, customer reviews, and custom gifting features. The brand book and supporting assets also gave the team a reference for future design work.
I enjoyed being involved beyond Figma, from researching and designing the experience to writing custom Shopify code and helping the team bring everything together.
Rainvas taught me how closely the shopping experience and the business are connected. A website needs to help customers find what they're looking for, but it also needs to give the business room to tell its story and grow.
