RAMEENA JALIL
Product Designer
↑ 55%
Post-launch conversion uplift
↑ 50%
Website performance improvement
0→1 Launch
Delivered in 1–1.5 months
Overview
Anty Story is an Australian fashion brand built around storytelling, culture, and wearable art.
When they approached us, there was no usable digital product, no cohesive brand system, no effective website, and no structured shopping experience.
My role was to lead the end-to-end design of the brand and e-commerce product from 0→1, delivering a launch-ready experience that balanced storytelling, performance, and conversion.
Role: Lead Product Designer
Duration: 1–1.5 months (including feedback cycles)
Platform: WordPress (desktop + mobile responsive)
Scope
Team
The Problem
Anty Story was entering a highly competitive fashion market without an established digital foundation.
At the start of the project, there was:
No clear brand identity
No scalable design system
No structured shopping flow
No performance-optimised website
The challenge wasn’t only to make something look good, it was to design trust, clarity, and conversion from nothing, while ensuring the product could scale after launch.
This required thinking beyond visuals and approaching the project as a product and business problem.
Discovery & Brand Direction
We started by defining what Anty Story needed to stand for before designing anything.
The client shared references, inspirations, and the story behind the brand. My role here was not to collect visuals, but to translate intent into clear design principles that could guide product and brand decisions consistently.
These principles became the foundation for every screen, interaction, and visual choice that followed.
Ideal Customer
Anty Story is designed for women who value individuality over trends.
The primary audience is women aged 25-40 who look for well-crafted pieces that feel intentional, expressive, and timeless. They are not driven by fast fashion, but by meaning, quality, and personal identity.
This understanding directly shaped how we approached storytelling, hierarchy, and product presentation across the website.
Brand Characteristics
To keep the brand consistent and balanced, we defined clear personality ranges instead of rigid labels:
These ranges helped us avoid extremes and maintain a brand that feels refined, expressive, and premium without becoming inaccessible.
What Success Looked Like
Launch a complete brand and e-commerce experience from 0→1 that feels premium, performs well, and supports early conversion and growth.
Strategy
This was a 0→1 build, so the focus wasn’t just optimisation, it was getting the foundation right.
The strategy was to:
Build trust quickly for a new brand
Make shopping simple without losing storytelling
Design mobile-first from the start
Keep performance in mind while designing, not after
Every decision was about balance: brand expression vs clarity, storytelling vs usability, aesthetics vs speed.
Discovery & Brand Direction
Ideal Customer
Storytelling was important to the brand, but it couldn’t interrupt the path to purchase. Content and visuals were structured to support exploration while keeping products and actions clearly accessible.
Mobile-first as the default
Instead of adapting desktop designs to mobile, layouts were designed mobile-first and then scaled up. This ensured clarity, speed, and consistency across devices.
Performance-aware visual design
Visual richness was intentional but controlled. Layouts, imagery, and components were designed to feel premium without unnecessary complexity that could hurt performance on WordPress.
A system, not isolated pages
Rather than designing individual screens, the focus was on building a consistent system that could scale across the website, product pages, and future brand touchpoints.
Outcomes
Measured during early post-launch traction
Reflection
Designing Anty Story from 0→1 required making clear decisions early, often without historical data. The project reinforced the importance of building strong foundations, brand, structure, and performance, before worrying about optimisation.
© 2026 Rameena Jalil