Before the full-scale war in Ukraine, we developed a complete UX/UI concept for Spex, a Ukrainian retailer of luxury eyewear and premium frames.
The challenge was to rethink the conventional e-commerce model for luxury eyewear. Instead of treating frames as products in a standard online catalog, we created a more editorial and immersive experience, where the design, character and craftsmanship of each frame became part of the shopping journey.
We developed the entire UX/UI system, from information architecture and product discovery to the presentation of individual frames and brands. The interface was designed to feel closer to a luxury fashion experience than a conventional optical store, while still preserving the clarity and functionality required for e-commerce.
The project was fully designed in Figma, but the concept never reached development. The work remains a complete digital experience designed around a simple idea: luxury eyewear should feel like luxury before a customer ever puts the frames on.
We wrote more about this principle in Why Luxury E-commerce Breaks Every Rule of Conversion Optimization.
