Overview
Style East is a platform built to make personal and corporate styling accessible to anyone looking to elevate their appearance. Beyond styling, the brand offers image consultation and personal shopping services for clients who want hands-on expertise and curated support.
The redesign focused on repositioning the platform as a premium yet approachable service that speaks clearly to a wide range of clients, from busy professionals to content creators.
Who We Designed For
The audience is broad but clearly defined. The landing page needed to reflect that without feeling cluttered or generic.
Primary Users Include:
Private individuals (adults and children)
Corporations and small businesses
Entertainers and public figures
Social media personalities and influencers
Each group comes to the platform with slightly different needs, so the layout and messaging had to anticipate quick navigation and visual clarity.
Design Objectives
The goal of the redesign wasn’t just aesthetic. It was about reducing friction and helping users understand what Style East offers, fast.
Key objectives included:
Make essential services instantly visible
Reduce cognitive load by cutting down unnecessary text
Ensure navigation requires minimal clicks
Use familiar conventions so users don’t have to think twice
What Was Improved
1. Shortcut-Driven Navigation
Important actions and services were surfaced directly on the homepage. Nothing is hidden behind deep menus or vague links. This keeps every major destination within two clicks, which aligns with Steve Krug’s advice on intuitive navigation.
2. Scan-Friendly Layout
The previous structure relied heavily on text, which slowed down first-time visitors. The redesign emphasizes visual hierarchy, whitespace, and brief copy so users can scan and understand offerings at a glance.
3. Clear Clickable Elements
Buttons, cards, and links were styled with obvious visual cues. There’s no second-guessing what’s interactive and what isn’t.
4. Familiar Conventions
Instead of reinventing navigation or icons, the redesign leans on existing UI patterns people already understand. Known conventions speed up comprehension and reduce the mental effort needed to explore the site.
Usability Principles Applied
The redesign follows core usability wisdom:
“Don’t make the user think” — clear structure, predictable labels, and recognizable icons.
Minimal text, maximum clarity — users can skim to find what they need.
Shallow navigation depth — no feature is more than two steps away.
These choices were intentional, not aesthetic decisions alone.
Outcome of the Redesign
The landing page now:
Feels lighter and more premium
Speaks to different user types without overwhelming the screen
Encourages action instead of passive browsing
Makes the brand’s services instantly understandable
The experience mirrors what Style East represents: thoughtful, polished, and confident.
