Yulia Terentyeva

yulinka.design@gmail.com
linkedin
E-COMMERCE
B2C

Wolford

Wolford is a clothing manufacturer, known for its luxury lingerie and legwear garments.

During my 4.5 years of work, I held the sole designer role, which involved:








//MY PROCESS

Research & Defining the Problem

After research that included a navigation audit, user feedback collection, and competitive analysis of similar premium fashion e-commerce sites, the main issues identified were:

MAIN MENU PROBLEMS

  • Excessive nesting → breaks logical grouping.
  • Inconsistent menu placement → makes the category structure feel different across pages.

In the mobile version, the menu changes its position and stops being always accessible, making quick category switching harder.

The desktop version contains both a hamburger menu and a horizontal menu directly below it. This creates redundancy, inconsistent category availability between menus, and confusion about where to navigate

PRODUCT PAGE PROBLEMS

Lack of clear visual grouping

All steps appeared on one page instead of being split into logical stages (e.g., Shipping → Payment → Review), which made the process harder to follow and increased the risk of abandonment.

CHECK-OUT PROBLEMS

The checkout displayed too many form fields at once, creating visual overload and making it difficult for users to navigate through the process.

Product images take up too much vertical space, forcing users to scroll to see the item in full.

This disrupts product evaluation (especially for items where length and proportions matter) and pushes key purchase elements out of immediate view.

//MY PROCESS

Generate Ideas & Solutions

NAVIGATION

This approach is especially effective for a brand like Wolford with many categories and subcategories, as it minimizes clicks, improves discoverability, and supports a more premium shopping experience.



Consolidated and structured category lists to avoid overwhelming users while still showcasing the full product range.


PRODUCT PAGE

Balanced layout with proper spacing, modular sections, and better flow of information.


CTA is prominent, accessible, and grouped logically with size/quantity selectors.


Accordion layout keeps the product page visually clean and easy to scan, especially on mobile devices, where it minimizes scrolling and maintains focus on the key actions.


The previous full-page image forced users to scroll up and down to see the entire product, while the redesigned multi-angle gallery displays the item in full view at once and provides the multi-angle gallery with zoomed-in views.

//WIREFRAMES CHECK_OUT
//MY PROCESS

Prototype, Test & Implement

Wireframes & prototypes showing reorganized main menu, filters, and sticky navigation.

Usability testing with existing Wolford customers to validate: Ease of finding products, satisfaction with filters, mobile/desktop consistency.

Observational study with Hotjar to analyze user behavior patterns and identify navigation pain points through session recordings and heatmaps.

A/B testing the new navigation vs current one to measure: Bounce rate changes, time to find a product, conversion rates.

01

The major elements were redesigned, such as the Main menu, Homepage, Category pages, Product pages.

02

A new checkout flow, designed as a wizard, was created to eliminate obstacles in the customer journey, aiming to minimize the bounce rate.

03

The measured impact on a global level is coved with an increase of Session Duration by 11% and a decreased Bounce-rate by 5%.

04

Online sales overall increased by 45% in the short fiscal year 2020. This indicates a qualitative UX/UI development for our web-shop and marketing channel activities.

05

The size guide was optimized with more user-friendly size charts, aligned with the measurement units used in each country.



//E‑Commerce Design & Optimization

Homepage Design

//E‑Commerce Design & Optimization

Landing Page Design

Campaign-driven, seasonal sales & product launches.

//E‑Commerce Design & Optimization

Newsletters Design

Performance-focused designs incorporating analytics insights.

//TESTIMONIALS

Matteo Petruzzellis

Head of Online Department,
wolford

«Very eager to learn, Yulia grew very quickly from the generic graphic / web designer role into a much more specialized UX/UI professional, able to conceptualize and craft effective digital products.


As the only designer in the Online Dept, she brilliantly took ownership of most web graphics production for all locales across the EMEA and US markets.

Thanks to her unique personality, she contributed to the fun we enjoyed in the very diverse, very multicultural team we had, and got the trust and respect of everyone.
She’s also a strong photographer, with great taste and an excellent sense of visual composition.»