Fashion Queen
Project Overview:
Fashion Queen is an Australian e-commerce venture offering a curated collection of fashion items, including clothing, lingerie and swimwear. Founded by myself, Fashion Queen is both a business and a personal passion project. The objective was to create a brand identity and e-commerce platform from scratch that could stand out in the competitive online fashion market.
This encompassed developing the logo and visual brand, designing the online store UX/UI, and setting up the technical infrastructure for managing products, payments, and orders and also sourcing reliable and affordable suppliers from around the globe. As a founder-led project, it was a comprehensive exercise in applying design thinking to every aspect of a small online retail business.
Design Challenge & Goals:
The challenge was to unify diverse product categories (apparel, swimwear and lingerie) under one brand in a way that feels cohesive and appealing to the target audience (primarily young adult women with an eye for trendy yet affordable luxury). The brand needed to exude confidence and style – living up to the name “Fashion Queen” – without coming off as elitist.
Key design goals included: creating a visually captivating storefront that highlights product imagery and lifestyle appeal, ensuring ease of navigation between categories, and optimizing for conversions (smooth add-to-cart and checkout experiences). Additionally, as a startup, there was a focus on building trust through design elements (clear return policy, customer service info, etc.) since Fashion Queen didn’t have established brand recognition at launch. Being the founder, I also wanted the site to reflect my personal taste and values (e.g., inclusivity in fashion, such as showcasing diverse models).
Process:
Brand Development:
Began by conceptualizing the brand identity. The name “Fashion Queen” inspired ideas of empowerment and glamour. Designed a logo that is chic and versatile. A regal yet modern color scheme was chosen – black and white with silver accents. These visuals carried across packaging, the website, and marketing collateral. A visual language for photography was established: aspirational yet relatable scenes, confident poses, and lifestyle settings suited to each product category.
Market Research:
Being an entrepreneur in this space required deep competitive and logistical research. Analyzed local and global fashion retailers to understand key user expectations, including fast shipping, easy returns, clear sizing, and strong product visuals. One major component was supplier sourcing: to ensure Fashion Queen could offer reliable products with good margins and fast delivery, I trialed shipments from a wide range of international suppliers. This hands-on method involved acting as the customer to each potential supplier to assess reliability, product quality, affordability, and shipping timelines. Several rounds of testing were necessary before selecting a trusted network of suppliers—a process that continues as the brand grows and evolves.
Site Architecture & Content:
Planned an intuitive architecture with categories like New Arrivals, Clothing, Lingerie and Swimwear. Subcategories and filters were mapped for usability. Added an “Inspiration” blog and detailed “About Us” section to humanize the brand. Key utility pages like Size Guides and Shipping/Returns ensured transparency and confidence.
Wireframing:
Created wireframes for homepage, category pages, product detail pages, cart, and checkout – emphasizing product discovery, lifestyle appeal, and frictionless purchase paths.
UI Design:
Implemented a clean yet luxurious interface with emphasis on product imagery and consistency. Responsive and mobile-first adjustments were made early in the process, prioritizing ease of use and visual integrity on all devices.
E-commerce Platform Setup:
WooCommerce was originally chosen but then converted and migrated the website over to Shopify for its scalability and ease of use. Customized the theme using Liquid and CSS to reflect the brand’s aesthetic. Installed essential apps for reviews, wishlist and Instagram integration. Payment and shipping systems were configured with flexibility for the customer.
Testing & Launch Prep:
Conducted user testing across devices and browsers. Optimized site speed, especially for image-heavy pages. Verified SEO readiness, integrated Google Analytics and Facebook Pixel, and soft-launched to a small test audience. Feedback from test users informed UI enhancements, including stronger mobile CTAs and better product recommendation visibility.
Tools & Technologies:
Figma, Adobe Illustrator, Photoshop, Shopify, Liquid, Canva, Google Analytics, Facebook Pixel, and various Shopify apps (reviews, wishlist, pdf viewer, chatbot, pop-ups).
Results:
Launching Fashion Queen proved the value of aligning UX with business strategy. The brand’s cohesive presentation, smooth shopping experience, and trusted supplier base helped drive strong customer engagement early on. The supplier research phase—where each source was vetted personally—was key in avoiding fulfillment issues and building a foundation for scale. The site earned customer praise for its professional aesthetic and ease of use, with bounce rates low and repeat traffic steadily growing. Continuous supplier evaluation and CX improvements have positioned Fashion Queen as a dynamic and resilient fashion e-commerce brand.