Redesigned and rebranded Rainvas’s Shopify website to highlight their unique story and three product lines. The live site has received positive feedback, driving higher engagement and reflecting the brand’s vision.

Rainvas

About

Rainvas is a brand that celebrates sustainability, women empowerment, and creativity. With three unique product lines—handcrafted gifts, bath & body essentials, and jewellery.

Rainvas provides meaningful products while employing over 25 women artisans in Gujarat, fostering skill development and economic independence. Committed to reducing waste, Rainvas uses eco-friendly, recycled packaging to minimize its carbon footprint and promote a greener future.

As a UI/UX designer, I worked closely with the founder to reimagine and redesign the Shopify website. The goal was to highlight the brand's story, showcase its product lines effectively, and create a seamless user experience that boosted engagement and conversions.

Roles

I assumed the following roles redesigning this website:

User Experience (UX) Designer
Interaction (IxD) Designer
User Interface (UI) Designer
Graphic Designer

Deliverables

Interaction Design: High-fidelity interactive prototypes for key tasks on desktop, and mobile

UX/UI Design:

Research
Competitive analysis
Site map
Personas
Task flows
Journey maps
High-fidelity mockups and prototypes
Usability tests and findings

Project Specifications

Duration: 5 months

Tools:

Figma
Illustrator
Miro
Photoshop

Rainvas wanted to modernize its brand and website to better reflect its vibrant identity. Inspired by the concept of a "rainbow on a canvas," the redesign incorporated lively colors, bold typography, and captivating product photography to evoke creativity and warmth. The new website brings this vision to life with a fun, dynamic aesthetic and easy-to-navigate resources.

Exploring the problem

The Main Problem

Rainvas needed a compelling online presence to engage users and effectively showcase its unique brand story and USPs, driving conversions.

The Other Problems

Capturing audience attention with cohesive design.
Showcasing unique gifts and premium products.
Ensuring seamless navigation and shopping.
Building trust through storytelling.
Encouraging exploration and purchases.

Design Approach

Focused on a clean, user-friendly layout to enhance navigation and highlight key products.
Incorporated visually appealing elements to emphasize Rainvas's unique brand story and USPs.
Designed intuitive filters and categories for effortless product discovery.
Used engaging visuals and storytelling to build trust and inspire exploration.

Ideation:

Simplified Navigation: Streamlined menus for easy access to each dedicated collection page, improving the browsing experience.
Influencer Section: Featured carousel showcasing "Flaunted & Loved by Our Tribe" to build trust and inspire purchases.
Product Categorization: Clear filters and categories for seamless product discovery tailored to user needs.
FAQs for Clarity: An FAQ section to address common queries, improving transparency and aiding user decision-making.
Highlighted Brand Story: A visually engaging section that narrates the unique journey and values of Rainvas, connecting with users.
UX Prompts for Cart Page: Intuitive prompts and visuals on the cart page to encourage smooth checkout and enhance usability.
Bulk Order Features: Dedicated functionality for bulk orders, catering to gifting needs and large purchases.
Interactive Elements: Engaging features like clickable visuals, interactive product details, and tailored recommendations.

One of our primary goals is to make the Rainvas website more engaging and accessible, attracting users who are inspired to explore our collections and make meaningful purchases.

Started from Sketches

Brainstorm Session

Hence, our objective became:

"Redesign the Rainvas website to enhance user engagement while highlighting the brand story and unique selling points effectively.

At Rainvas, we are creating a space for customers to explore unique, handcrafted products while supporting women artisans and sustainability. As a designer, my role was to ensure that the website and brand effectively communicate our values and make it easy for customers to engage with our products and mission.

Branding

I worked closely with Kalyani, the founder of Rainvas, and her social media team to shape a cohesive and compelling brand identity. Drawing inspiration from the brand's vision, I developed the complete brand guideline, carefully selecting fonts, colors, and designing the logo to reflect the brand’s unique mission and values.

Logo

The Rainvas logo features vibrant primary colors, Orange (#F0743E) and Pink (#D74492), paired with the timeless Caslon font. It was designed following grid rules and the golden ratio to ensure a balanced and visually pleasing structure. The high contrast of the design makes it easy to read and instantly recognizable, whether viewed from a distance or in a scaled-down state.

I refined the color palette to include a harmonious blend of primary colors—Cerise (#D74492), Jaffa (#F0743E), and Golden Sand (#F0D66E)—along with secondary shades like Stromboli (#356952) and Moon Raker (#DCD2F4). These colors evoke the warmth, elegance, and calm that define Rainvas’s gifts, jewelry, and bath & body collections. Neutral tones such as Cotton Seed (#CBBEB8) and Mystic (#E4EBED) were added to provide balance, ensuring versatility across different platforms. The palette captures Rainvas’s vibrant, creative essence—like a rainbow on a canvas—bringing its unique story to life.

UX/UI

After extensive UX audits, competitor analyses, and client discussions, I created iterative sitemaps that served as the foundation for the website build.

This process established a clear site hierarchy and structure, determining the number of unique pages required. I also added three dedicated pages for each product line—gifting, bath & body, and jewelry—to effectively showcase their unique offerings. This approach ensured flexibility and scalability from wireframes to launch.

Creating Site Map for Rainvas

Website

Rainvas’s website was functional but not very user-friendly, with an outdated and inconsistent design that didn’t reflect the brand’s story. I focused on simplifying the design, improving the user flow, and adding dedicated pages for each product line to showcase their uniqueness. As a small business owner, my client wanted to refresh the website to better highlight Rainvas’s journey and products while staying within a limited budget. I ensured the design was simple, vibrant, and easy to manage without constant developer assistance, making the brand’s identity shine through.

I've included various collections like "Most Loved","Shop by Mood", and dedicated pages for Gifts, Jewellery, and Bath & Body—all accessible through a "View All" option. This helps make the homepage look more product-focused.

Screenshot 2025-01-22 at 5.58_edited.jpg

The "Flaunted & Loved by Our Tribe" section brings our happy customers and their stories into the spotlight, showing the love and trust they have for Rainvas. It’s all about building real connections and credibility through their experiences.

I improved the Rainvas cart page UX by adding a progress bar showing how close users are to free shipping, a "Others Also Added" section to encourage more purchases, and an option to add special order instructions for a smoother checkout.

Jewellery (Rainvas) - Final Design_edite

It is important to display crucial information above the fold without requiring too much scrolling. This approach will enhance the user experience and help increase conversion rates. The call to action button, such as "Add to Cart," should be especially visible in this area.

I designed the product page to build trust by adding clear, visible badges for key policies like easy returns and free shipping. Transparent return and shipping details are also included directly on the page to ensure users feel confident while shopping.

The Brand pages showcase all the products in that brand with an advanced filter system. The filter section on the left is sticky, so it stays in view while scrolling.

Testing With Users

As planned, the new web page went live, showcasing the new products and features it was designed to support. The launch was successful.

Testing with users

Lessons Learned

Don't worry too much about the details. Earlier in my journey, I made the mistake of worrying about the look of the UI. Taking a step back and reassessing the user flows helped me to reprioritize the UX.
And because the resulting site is as collaborative and flexible as the process itself, iterations can be made easily and often, keeping the design fresh and responsive to whatever the user needs and business goals might arise.
Strategic Information Hierarchy: Careful consideration of content hierarchy enhances user understanding and navigation, contributing to a seamless experience.