Collapsible text is perfect for longer content like paragraphs and descriptions. It's a great way to give people more information while keeping your layout clean. Link your text to anything, including an external website or a different page. You can set your text box to expand and collapse when people click, so they can read more or less info.
Challenge
Premium brands earn their feel through restraint. E-commerce converts on clarity and cues that move people toward the buy. Mouggan needed both at once: a site restrained enough to read as premium, direct enough to sell. The real problem wasn't visual. It was finding where premium restraint and conversion intent could share one screen.
Research
We ran in-depth interviews with 10+ users across Mouggan's three core customer segments and read them against existing behavioral data. Working backward from conversion, we mapped where business goals and the on-site experience pulled apart. Every redesign decision traced to that evidence, not to taste.
Design Decisions
Reset the homepage to signal premium on arrival
The first impression didn't read as premium. We rebuilt the homepage to set the brand tone on arrival, so the positioning lands the moment someone scrolls in.
Put real customers on the product page
Shoppers hesitated on product pages, unsure how an item would look on someone like them. We embedded real fans' Instagram outfits across multiple body types and settings. At the point of doubt, they see proof from people who look like them, not a single studio shot.
Rebuilt navigation so no entry point dead-ends
Visitors arrive from many entry points, and the old structure left them hunting. We restructured taxonomy and navigation so any path leads to the right items. Fewer people leave because they couldn't find what they came for.
Role / Strategy・Research・UIUX Design
Client / Mouggan
Business Growth