Lamesh Studio
task
1.Reflect designer’s identity
2.Attract new costumers
problems
1.failing to express uniqueness
2.No communication
Tools
Figma, Figjam, Maze
achievements
Personalized the designer–customer journey
Strengthened the brand's luxury positioning
Created a direct feedback & approval loop
Project Overview
get to know The Brand
Lamesh Studio is a Paris-based haute couture brand built on handmade, genderless fashion; yet its digital presence felt like any other online store.
My task was to close that gap: create a digital experience that earns trust, expresses the designer's identity, and makes customers feel personally connected before they ever place an order.
Project Purpose
The goal wasn't to build a beautiful website.
It was to design a digital atelier; a space where Meshkat's personality is present, where customers feel invited rather than sold to, and where the act of buying feels like the beginning of a relationship, not a transaction.
Research Insights
Research revealed that luxury users don’t just buy clothing, they buy story, trust, and connection.
persona
Our persona wasn't defined by demographics
- she was defined by values. She shops slowly and deliberately, gravitates toward pieces with a traceable story, and abandons a purchase the moment something feels generic or mass-produced.
- She doesn't need the lowest price; she needs to feel chosen, not targeted. Designing for her meant removing every element that felt transactional and replacing it with every element that felt personal.
our Design Direction
Research pointed clearly toward one direction: the experience needed to feel less like a store and more like meeting the designer in her studio. Four principles guided every decision that followed.
Human over transactional
Show, don’t tell
Clarity builds confidence
Quiet luxury
Mood Board
Since users consistently said they wanted to feel connected to the designer, we made a deliberate choice: the moodboard wouldn't reflect generic luxury conventions. We asked Meshkat to curate it herself; images, textures, references that feel like her. The result became the visual brief. Every design decision was checked against it.
Problems
Haute Couture Doesn’t Translate Easily Online
Effectively showcasing the customized and luxurious features of our unisex, minimalist products has been challenging, especially in designing the hero section, which is critical for creating a strong first impression and aligning with our target audience.
Haute Couture Doesn’t Translate Easily Online
Effectively showcasing the customized and luxurious features of our unisex, minimalist products has been challenging, especially in designing the hero section, which is critical for creating a strong first impression and aligning with our target audience.
Brand Identity Risked Looking Like Fast Fashion
The existing visual identity and website direction risked feeling generic. closer to fast fashion than haute couture!
Designing the logo and website to reflect haute couture rather than fast-fashion aesthetics posed another significant difficulty.
No Direct Line Between Designer and Customer
Customization is central to the brand, yet there was no seamless way for customers to:
Share feedback
Request changes
Feel involved in the design process
Share feedback
Request changes
Feel involved in the design process
During client meetings, Meshkat described a piece of graffiti she'd found on a Paris street.
She said it felt like looking in a mirror. That became the logo brief. We didn't design from a brand guideline; we designed from a feeling. The final mark is directly traced from that reference, which means the logo isn't just a visual identity... it's a self-portrait
solution
We designed a platform that feels less like a store — and more like a personal atelier.
Emotional connection to designer
Genderless identity
balanced content and visuals
Exclusivity
Craftsmanship
Accessibility
Craftsmanship
Subtle micro-interactions
personalized dashboard
sense of belonging
Review and approve design
“I need changes” feature
Feedback loops
Raw yet refined
Personal yet bold
Artistic rather than commercial
Design Process & Validation
Affinity diagrams helped organize research insights into clear categories such as Custom Orders, Contact, Delivery, and Brand Story
Wireframes and prototypes ensured content hierarchy supported storytelling
Usability testing refined navigation, scanning behavior, and clarity
Each iteration strengthened the connection between brand intention and user perception.
Wireframes
Category Page
Normal
While Hovering
Account Page
Product Page
Product Page
The final experience:
Differentiated the brand from fast fashion
Introduced a direct designer–customer feedback loop
Translated brand values into interaction and content
Trust: %47 of users who report feeling confident purchasing from Lamesh.
Customization: Custom-order initiation → completion rate increased.
Reflection
What this project taught me is that the hardest design problems aren't visual — they're relational. Translating a human relationship into a digital interface requires you to resist every instinct toward efficiency and optimization. The right interaction here wasn't the fastest path to checkout. It was the one that made the customer feel seen. That's a distinction I'll carry into every project that follows.