Phai
Client
Digital Design
Services
2023
Phai needed to launch its digital sales platform with an experience that reflected its fashion-forward identity — but lacked internal capabilities to translate brand vision into a cohesive, intuitive e-commerce interface. OUTCOME Through close collaboration with the founder, I designed a scalable e-commerce experience that merged aesthetic direction with usability best practices, supporting a successful launch and early traction in online sales.
My Role Led the end-to-end creation of Phai’s e-commerce platform — from initial concept to launch. I defined the platform’s positioning, features, and experience strategy, researched market benchmarks, and selected the tools and infrastructure to support business goals. I designed the full user experience, built the platform from scratch, and ensured its launch aligned with the brand’s vision and commercial objectives. Credits Alexandre Paranaguá Ingrid Haratani
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