CLIENT

Rae Collective

SERVICES

UX/UI Design

Design Systems

Prototyping

Testing

Research

AI-Driven UX

TOOLS

Figma

Claude

UX Pilot

UX Tweak

OVERVIEW

Krush Kandy began as a passion project between husband-and-wife founders Kristyn and Eric Kilcullen, evolving from a fashion blog into a community-driven online boutique. Built on the belief that fashion should be accessible, inclusive, and confidence-inspiring, the brand connected with women through personalized styling, social selling, and curated fashion at attainable prices. Rebranded as RAE Collective, the evolution created an opportunity to rethink its digital experience—building a modern, intuitive storefront while preserving the warmth, personality, and connection that defined the original brand.

PROBLEM

Unclear fulfillment timelines created confusion at checkout, leading to unmet expectations, negative reviews, and declining customer trust.

As Krush Kandy’s business continued to grow, a series of negative reviews revealed friction within the online shopping experience. Customers were unclear about fulfillment timelines for made-to-order and pre-order items, particularly how long they would wait before receiving their purchases. This lack of clarity during checkout created confusion, unmet expectations, and impacted customer trust. The challenge was to communicate delivery timelines more effectively throughout the purchasing journey, ensuring customers had the information needed to make confident, informed decisions before completing their orders.

SOLUTION

Clearer expectations and improved navigation created a more transparent, intuitive, and confidence-building shopping experience for every customer.

We redesigned the shopping experience to make fulfillment expectations clear before customers completed their purchase. For made-to-order and pre-order products, we introduced clear messaging around extended delivery timelines and a confirmation step, ensuring customers understood the expected wait. Customers were reminded of these timelines throughout the purchasing journey, reducing surprises after checkout. We simplified navigation with clearer categories, visual elements, and improved organization, making it easier to browse, discover products, and move confidently through the experience.

SCOPE OF WORK

Redesigning key pages to simplify discovery, strengthen brand storytelling, and create a more cohesive e-commerce experience.

The scope of this project focused on redesigning key areas of the e-commerce experience to create a more intuitive and cohesive shopping journey. We redesigned the homepage to better communicate the brand and guide customers through the experience, alongside product pages with clearer information and purchase details. Collection and clothing pages were restructured with improved categories, navigation, and filtering to simplify product discovery. We also redesigned the About page to communicate the brand story, values, and personality.

Strategy & Research

We identified key customer pain points across the shopping journey, focusing on checkout clarity, product discovery, navigation, and brand communication. Customer feedback helped define priorities and inform a transparent, intuitive experience.

UX UI Design

We redesigned key touchpoints across the experience, simplifying navigation, improving product discovery, clarifying purchasing information, and creating a more cohesive journey aligned with RAE Collective’s evolving brand identity.

Design System

A cohesive design system created consistency across the experience, with reusable components, typography, spacing, buttons, navigation, and visual styles providing a flexible foundation for clearer interactions and scalable future updates.

Accessiblity

Accessibility guided the design process, focusing on clear hierarchy, readable typography, intuitive navigation, sufficient contrast, and understandable interactions to create an experience that was easier to navigate and use for more customers.

RESULTS & IMPACT

A clearer, more intuitive shopping experience improved transparency, simplified discovery, and created a stronger foundation for RAE Collective’s digital growth.

The redesign created a clearer and more intuitive shopping experience, addressing key friction points across the customer journey. By making made-to-order and pre-order timelines more visible and introducing confirmation messaging, customers gained a better understanding of fulfillment expectations before purchasing. Improved navigation, categorization, and filtering also made product discovery easier. Together, these changes created a more transparent and user-friendly experience while strengthening the brand’s digital presence and providing a stronger foundation for its evolution into RAE Collective.

Women’s boutique clothing and fashion for web and app

AI-Driven UX

UX/ UI Design

Design System

UX Research

CLIENT

Rae Collective

SERVICES

UX/UI Design

Design Systems

Prototyping

Testing

Research

AI-Driven UX

TOOLS

Figma

Claude

UX Pilot

UX Tweak

OVERVIEW

PROBLEM

Unclear fulfillment timelines created confusion at checkout, leading to unmet expectations, negative reviews, and declining customer trust.

SOLUTION

Clearer expectations and improved navigation created a more transparent, intuitive, and confidence-building shopping experience for every customer.

SCOPE OF WORK

Redesigning key pages to simplify discovery, strengthen brand storytelling, and create a more cohesive e-commerce experience.

Strategy & Research

UX UI Design

Design System

Accessiblity

RESULTS & IMPACT

A clearer, more intuitive shopping experience improved transparency, simplified discovery, and created a stronger foundation for RAE Collective’s digital growth.