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MBWENZE
“Mbwenze Means Market — The Internet Checked, There’s No Online Shop.”
e-commerce Website Design
UI / UX DESIGN
TEAM
TEAM
Carolina Haro / Olena Smitkana / Justine Apollin
Carolina Haro / Olena Smitkana / Justine Apollin
Carolina Haro / Olena Smitkana / Justine Apollin
ROLE
UX Researcher // UI Designer
UX Researcher // UI Designer
PR0BLEM
Mbwenze Studio needed a digital space that balanced story and simplicity. While the brand’s bold prints and cultural roots thrived offline, its earlier website felt unfinished and disconnected from its audience.
PR0BLEM
Mbwenze Studio needed a digital space that balanced story and simplicity. While the brand’s bold prints and cultural roots thrived offline, its earlier website felt unfinished and disconnected from its audience.
PR0BLEM
Mbwenze Studio needed a digital space that balanced story and simplicity. While the brand’s bold prints and cultural roots thrived offline, its earlier website felt unfinished and disconnected from its audience.
GOAL
The challenge was to transform Mbwenze’s strong storytelling and cultural identity into a clear, trustworthy e-commerce experience. The goal: design a website that celebrates heritage and artistry while making shopping effortless — balancing narrative depth with usability.
GOAL
The challenge was to transform Mbwenze’s strong storytelling and cultural identity into a clear, trustworthy e-commerce experience. The goal: design a website that celebrates heritage and artistry while making shopping effortless — balancing narrative depth with usability.
GOAL
The challenge was to transform Mbwenze’s strong storytelling and cultural identity into a clear, trustworthy e-commerce experience. The goal: design a website that celebrates heritage and artistry while making shopping effortless — balancing narrative depth with usability.
UX PROCESS
INSIGHT
01
Stakeholder Interview
We began by understanding Michelle Mbwenze’s artistic vision and business goals to align design priorities with brand values and context.
Values
Storytelling was central, but often overshadowed usability. Users loved the heritage aspect, yet needed proof for ethics. The website must express identity and guide users effortlessly to shop.
01
Stakeholder Interview
We began by understanding Michelle Mbwenze’s artistic vision and business goals to align design priorities with brand values and context.
Values
Storytelling was central, but often overshadowed usability. Users loved the heritage aspect, yet needed proof for ethics. The website must express identity and guide users effortlessly to shop.
01
Stakeholder Interview
We began by understanding Michelle Mbwenze’s artistic vision and business goals to align design priorities with brand values and context.
Values
Storytelling was central, but often overshadowed usability. Users loved the heritage aspect, yet needed proof for ethics. The website must express identity and guide users effortlessly to shop.
02
Target Audience
We defined a proto‑persona based on Michelle’s ideal customer to guide recruitment for interviews and feature prioritization.
User Base
Creative, ethically minded users discover brands via Instagram. They value individuality, transparency, and small‑batch production. Frustrated by overproduced fashion and unclear presentation.
02
Target Audience
We defined a proto‑persona based on Michelle’s ideal customer to guide recruitment for interviews and feature prioritization.
User Base
Creative, ethically minded users discover brands via Instagram. They value individuality, transparency, and small‑batch production. Frustrated by overproduced fashion and unclear presentation.
02
Target Audience
We defined a proto‑persona based on Michelle’s ideal customer to guide recruitment for interviews and feature prioritization.
User Base
Creative, ethically minded users discover brands via Instagram. They value individuality, transparency, and small‑batch production. Frustrated by overproduced fashion and unclear presentation.
03
Competitive Analysis
We studied Afro‑diasporic and independent fashion brands to identify strengths in storytelling and usability.
Branding
Emotional storytelling builds trust, but clarity drives conversion. Clean layouts and simple navigation elevate brand perception. Cultural depth works best when paired with modern e‑commerce standards.
03
Competitive Analysis
We studied Afro‑diasporic and independent fashion brands to identify strengths in storytelling and usability.
Branding
Emotional storytelling builds trust, but clarity drives conversion. Clean layouts and simple navigation elevate brand perception. Cultural depth works best when paired with modern e‑commerce standards.
03
Competitive Analysis
We studied Afro‑diasporic and independent fashion brands to identify strengths in storytelling and usability.
Branding
Emotional storytelling builds trust, but clarity drives conversion. Clean layouts and simple navigation elevate brand perception. Cultural depth works best when paired with modern e‑commerce standards.
04
User Interviews
We explored how users shop and what builds trust for story‑driven, small fashion brands.
User Priorities
Users want transparency but distrust vague ethical claims. Representation matters — seeing diverse models increases trust. Users love supporting small brands but fear risk around fit and quality.
04
User Interviews
We explored how users shop and what builds trust for story‑driven, small fashion brands.
User Priorities
Users want transparency but distrust vague ethical claims. Representation matters — seeing diverse models increases trust. Users love supporting small brands but fear risk around fit and quality.
04
User Interviews
We explored how users shop and what builds trust for story‑driven, small fashion brands.
User Priorities
Users want transparency but distrust vague ethical claims. Representation matters — seeing diverse models increases trust. Users love supporting small brands but fear risk around fit and quality.
TESTIMONIALS & AFFINITY MAP
M. // 35
Photographer & Stylist in Berlin
"I really don't like to spend my money on clothes anymore. Unless it's something that's special, unless it comes to like, okay, I know this is like, I'm not gonna be able to find this."
A. // 33
Scientist in Denmark
"Sustainability plays a very important role in my purchasing habits."
Prev
Next
TESTIMONIALS & AFFINITY MAP
M. // 35
Photographer & Stylist in Berlin
"I really don't like to spend my money on clothes anymore. Unless it's something that's special, unless it comes to like, okay, I know this is like, I'm not gonna be able to find this."
A. // 33
Scientist in Denmark
"Sustainability plays a very important role in my purchasing habits."
Prev
Next
TESTIMONIALS
M. // 35
Photographer & Stylist in Berlin
"I really don't like to spend my money on clothes anymore. Unless it's something that's special, unless it comes to like, okay, I know this is like, I'm not gonna be able to find this."
A. // 33
Scientist in Denmark
"Sustainability plays a very important role in my purchasing habits."
Prev
Next
Based on our Interviews & following Affinity Map we set on these cure design principles for our workflow.
01
ETHICS
"I care about who makes their clothes, so not in sweatshops, but that is more difficult to find because some brands are not very transparent."
sustainable production
no empty promises / greenwashing
authenticity in storytelling
01
ETHICS
"I care about who makes their clothes, so not in sweatshops, but that is more difficult to find because some brands are not very transparent."
sustainable production
no empty promises / greenwashing
authenticity in storytelling
01
ETHICS
"I care about who makes their clothes, so not in sweatshops, but that is more difficult to find because some brands are not very transparent."
sustainable production
no empty promises / greenwashing
authenticity in storytelling
02
REPRESENTATION
"The brands that I want to support need to believably reflect my political values, from LGBTQ+ values to diversity - also in the bodies that are modelling the clothes."
diverse bodytypes
true cultural stories
relateability
02
REPRESENTATION
"The brands that I want to support need to believably reflect my political values, from LGBTQ+ values to diversity - also in the bodies that are modelling the clothes."
diverse bodytypes
true cultural stories
relateability
02
REPRESENTATION
"The brands that I want to support need to believably reflect my political values, from LGBTQ+ values to diversity - also in the bodies that are modelling the clothes."
diverse bodytypes
true cultural stories
relateability
03
INSPIRATION
"I really value who makes the clothes. I think the story behind it can be inspiring for my style as well."
Social Media presence
inspiring content & perspective
updates
03
INSPIRATION
"I really value who makes the clothes. I think the story behind it can be inspiring for my style as well."
Social Media presence
inspiring content & perspective
updates
03
INSPIRATION
"I really value who makes the clothes. I think the story behind it can be inspiring for my style as well."
Social Media presence
inspiring content & perspective
updates
THOUGHTFUL TOYA
// PRIMARY PERSONA
AGE: 31
STATUS: Single
OCCUPATION: Exhibition Curator
LOCATION: Europe
NEEDS
Express identity through stylish, ethically made fashion.
Research brand history, creator inspiration, and production transparency before buying.
Connect with authentic brands and communities, choosing unique pieces with a story and positive impact.
PAIN POINTS
Lack of transparency and trust in brands
Unable to assess quality and fit online Wardrobe
obsolescence from trends and marketing
THOUGHTFUL TOYA
// PRIMARY PERSONA
AGE: 31
STATUS: Single
OCCUPATION: Exhibition Curator
LOCATION: Europe
NEEDS
Express identity through stylish, ethically made fashion.
Research brand history, creator inspiration, and production transparency before buying.
Connect with authentic brands and communities, choosing unique pieces with a story and positive impact.
PAIN POINTS
Lack of transparency and trust in brands
Unable to assess quality and fit online Wardrobe
obsolescence from trends and marketing
THOUGHTFUL TOYA
// PRIMARY PERSONA
AGE: 31
STATUS: Single
OCCUPATION: Exhibition Curator
LOCATION: Europe
NEEDS
Express identity through stylish, ethically made fashion.
Research brand history, creator inspiration, and production transparency before buying.
Connect with authentic brands and communities, choosing unique pieces with a story and positive impact.
PAIN POINTS
Lack of transparency and trust in brands
Unable to assess quality and fit online Wardrobe
obsolescence from trends and marketing
EARLY PROTOTYPES
Goal: Balance Mbwenze’s storytelling with a seamless shopping journey.
Low‑Fidelity Phase — Making Space for Story
We tested how much narrative the site could hold without disrupting usability. Wireframes explored three layouts: story‑first, story‑alongside, and story‑supporting.
Insight: Users preferred the supporting story layout — concise story blocks placed beneath product images kept the experience expressive yet effortless.
Mid‑Fidelity Phase — Designing Interactions Around Story
We refined how users engage with stories through structure and motion.
Key updates:
Clearer CTAs and stronger visual hierarchy between “Add to cart” and “View story.”
Short, scannable text and smooth scroll cues to guide natural reading flow.
Subtle, purposeful micro‑interactions emphasizing calm over spectacle.
OUTCOME
Users could connect with Mbwenze’s heritage instantly while browsing products confidently — storytelling became a support, not a barrier.
UX PROCESS
INSIGHT
05
Usability & Testing
Participants tested prototypes to evaluate clarity, navigation, and story placement along the purchase flow.
Ease of Use
Original CTAs were easy to miss and story sections felt repetitive. Simplifying the cart flow and visual hierarchy improved confidence. Moving storytelling under product visuals made the site “clean, expressive, and trustworthy.”
05
Usability & Testing
Participants tested prototypes to evaluate clarity, navigation, and story placement along the purchase flow.
Ease of Use
Original CTAs were easy to miss and story sections felt repetitive. Simplifying the cart flow and visual hierarchy improved confidence. Moving storytelling under product visuals made the site “clean, expressive, and trustworthy.”
05
Usability & Testing
Participants tested prototypes to evaluate clarity, navigation, and story placement along the purchase flow.
Ease of Use
Original CTAs were easy to miss and story sections felt repetitive. Simplifying the cart flow and visual hierarchy improved confidence. Moving storytelling under product visuals made the site “clean, expressive, and trustworthy.”
FEEDBACK
"Oh I really like it! It finally feels like me — bold, editorial, but honest. The site tells my story without getting in the way. People get what Mbwenze is about the moment they land there. Thank you.”
- Michelle Mebune // Stakeholder
FINAL PRODUCT
Outcome:
Users described the experience as “inviting and grounded.”
Michelle felt it finally represented her voice and values.
The design proved that cultural storytelling and conversion can coexist — clarity became the bridge between art and usability.
High‑Fidelity Prototype
The final design translates Mbwenze’s mission into a clean, expressive shopping flow.
Homepage: A clear brand statement leads directly into shopping, with deeper storytelling available but never in the way.
Product Listing & Detail: Visual clarity and short story snippets connect cultural narratives to practical details like price, size, and sustainability.
Mobile: Optimized for vertical flow, larger touch targets, and balanced narrative moments that feel natural on small screens.
