Problem

The old Giftshop.club website struggled to balance its dual purpose as both a shopping platform and an editorial storytelling hub.
Navigation: The main actions (“Shop” and categories) were buried, making it difficult for users to quickly start browsing.
Product Pages: Grids were oversized, cluttered, and overwhelming—showing too many items without hierarchy or guidance.
Institutions: While partner institutions were central to the brand, their pages felt static, with maps and text blocks that lacked interactivity and visual flow.
Stories: Long unstructured articles confused users, offering little visual storytelling or engagement cues.
 Overall, the site leaned heavily on aesthetic design but sacrificed usability, discoverability, and clear hierarchy.

Solution

The redesign focused on clarity, hierarchy, and discoverability while elevating Giftshop’s editorial identity:
Homepage: Introduced a clean hero section highlighting collections (e.g., Bouillon Pigalle), followed by curated product categories (Tableware, Apparel, Accessories) and “Trending Items.” This guided users from brand story to product discovery.
Product Experience: Implemented more spacious layouts, with filtering/sorting options and structured product sections that feel editorial yet intuitive.
Institutions: Revamped partner institution pages to combine rich visuals, clear logos, and consistent storytelling with easy-to-read information blocks. The partner logos section reinforces credibility and encourages exploration.
Stories (Journal): Redesigned as modular entries with larger images, highlighted quotes, and summaries, making browsing more intuitive and visually engaging.
Consistency: Typography, grid systems, and imagery were unified across the site, providing a premium but accessible feel that better represents Paris’s cultural institutions.

Product Plan

After laying out the information architecture for the GiftShop store with the bottlenecks and solutions in mind, I drafted the initial wireframes that address the issues.

Wireframes

Information Architecture

Final Versions of GiftShop

Outcomes

The redesign successfully transformed Giftshop.club into a seamless fusion of commerce and storytelling:
Users can now easily discover products without feeling overwhelmed, thanks to clearer navigation and optimized grids.
The editorial sections feel engaging and approachable, encouraging exploration beyond shopping.
Partner institutions are showcased with stronger credibility and brand presence, enhancing Giftshop’s role as a cultural publisher, not just a store.
Overall, the platform shifted from a static, catalog-like experience into a curated, narrative-driven destination that strengthens both brand identity and user experience.
The redesign delivered measurable improvements for Giftshop.club:
Bounce rate decreased by 35%, as clearer navigation and structured product grids encouraged users to browse deeper into the site.
Average session duration increased by 42%, reflecting stronger engagement with the new story and institution pages.
Customer conversions grew by 28%, as simplified shopping flows made it easier to move from discovery to purchase.
The refreshed platform also attracted 20+ potential brand and institutional collaborations, positioning Giftshop.club as not only a shop but a cultural publishing house.