Totokaelo, renowned for its carefully curated collection of high-end designer houses and independent boutique brands, faced a critical user experience challenge.

Project type:
Web Design

Role:
Freelance Designer

In-house collaborators
Design - Jordan Isip
CEO - Jill Wenger

Totokelo

The existing navigation system buried designer discovery within a scrollable, alphabetical list in the left-hand nav, creating two significant issues: users couldn't view the full designer roster at once, and the format inadvertently favored brands at the top of the alphabet, impacting sales distribution.

Problem

To solve this, I designed a dedicated Designers Index page, accessible directly from the header navigation. The new interface featured an interactive directory where hovering over designer names revealed curated imagery and brand stories in the masthead. This solution not only improved the browsing experience but transformed brand discovery from a linear scroll into an engaging exploration of Totokaelo's distinctive portfolio.

Solution