Case Study
Online store
high-quality luxury bed, bath, and beyond digital products
An omnichannel shopping experience from physical stores to digital commerce. The project involved redesigning the online shopping experience for mmartan, a leading luxury brand in the bed, bath, and kitchen linen segment. despite its market leadership, the company’s online presence in 2016 fell short of reflecting its high-value brand image and delivering a modern e-commerce experience.
Lead designer 2015 – 2017
The challenge
- address website scalability and performance issues that hindered the user experience and sales outcomes
- modernize the digital channel to reflect mmartan’s luxury brand attributes and establish alignment with the company’s four annual collections, akin to a fashion industry cadence
- create an omnichannel shopping experience, seamlessly connecting physical stores with digital commerce
- integrate advanced shopping features such as “pick up in-store,” “delivery from a store,” up-selling, and cross-selling to meet evolving customer expectations
- differentiate the online platform by offering a personalized shopping experience based on user habits and needs, outperforming competitors in the segment
The solution
- product vision: developed a customer-focused vision that positioned mmartan’s e-commerce platform as a cutting-edge, omnichannel experience. the vision emphasized personalization, seamless integration of all company channels, and user-centric features.
“for our customers, who want to shop online for bed linen products, the mmartan store is a modern e-commerce platform that integrates all company channels. unlike direct competitors, our product offers a custom shopping experience tailored to client habits and delivers ideal products based on their needs.”
- user research and insights: conducted in-depth user research and stakeholder interviews to identify pain points and prioritize key functionalities. this effort generated hypotheses for solving both user and business challenges, such as:
- creating a “good for” guide to help users select products based on touch sensation, weather, and occasion
- enhancing product visuals by enlarging designs as part of the content
- developing a new profile area featuring avatars to personalize the user experience
- introducing filters for relevance, bed sizes, and bargain hunters to streamline product discovery
- adding a comprehensive measurements guide to address common customer uncertainties
- information architecture and design: restructured the website to improve navigation and accessibility:
- highlighted new collections within categories
- introduced a “browse by style” feature for intuitive exploration
- made sales campaigns and discounted items more evident through storefront highlights and dedicated filters
- added contextual content like “what’s inside the package” and a “people looking now” feature to enhance decision-making
- usability testing and iteration: partnered with a consultancy to conduct usability tests, uncovering areas for refinement. prioritized insights into a backlog of improvements to ensure incremental growth.
- experience monitoring and optimization: implemented tools like Hotjar for behavior tracking and Optimizely for A/B testing, enabling continuous monitoring and evolution of the shopping experience.
impact and results
This project was a rewarding opportunity to design with purpose—bringing together user needs, business goals, and social impact. working as the sole designer allowed me to take full ownership of the process, from discovery to implementation, and contribute to a platform that makes giving back simpler and more meaningful.
- successfully launched the mvp, creating a foundation for validating the product vision and scaling its features.
- delivered a platform that connected donors and NPOs seamlessly, fostering trust and increasing engagement.
- enabled quick decision-making and a smooth donation experience, addressing key pain points uncovered during user research.
- established a sustainable monetization framework to support future growth while maintaining accessibility for small donors.
other projects
see project
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see project
→
see project
→
lead ux/ui specialist—
about me
→
f.clstn
OFFICE
Digital nomad, all over
CONTACT
+55 11 99954 - 4450
work@fredcelestino.comSOCIAL
Behance
Spotify
Dribbble
© 2026 fredcelestino.com.
All Rights Reserved.
Privacy Policy
Case Study
Online store
high-quality luxury bed, bath, and beyond digital products
An omnichannel shopping experience from physical stores to digital commerce. The project involved redesigning the online shopping experience for mmartan, a leading luxury brand in the bed, bath, and kitchen linen segment. despite its market leadership, the company’s online presence in 2016 fell short of reflecting its high-value brand image and delivering a modern e-commerce experience.
Lead designer 2015 – 2017
The challenge
- address website scalability and performance issues that hindered the user experience and sales outcomes
- modernize the digital channel to reflect mmartan’s luxury brand attributes and establish alignment with the company’s four annual collections, akin to a fashion industry cadence
- create an omnichannel shopping experience, seamlessly connecting physical stores with digital commerce
- integrate advanced shopping features such as “pick up in-store,” “delivery from a store,” up-selling, and cross-selling to meet evolving customer expectations
- differentiate the online platform by offering a personalized shopping experience based on user habits and needs, outperforming competitors in the segment
The solution
- product vision: developed a customer-focused vision that positioned mmartan’s e-commerce platform as a cutting-edge, omnichannel experience. the vision emphasized personalization, seamless integration of all company channels, and user-centric features.
“for our customers, who want to shop online for bed linen products, the mmartan store is a modern e-commerce platform that integrates all company channels. unlike direct competitors, our product offers a custom shopping experience tailored to client habits and delivers ideal products based on their needs.”
- user research and insights: conducted in-depth user research and stakeholder interviews to identify pain points and prioritize key functionalities. this effort generated hypotheses for solving both user and business challenges, such as:
- creating a “good for” guide to help users select products based on touch sensation, weather, and occasion
- enhancing product visuals by enlarging designs as part of the content
- developing a new profile area featuring avatars to personalize the user experience
- introducing filters for relevance, bed sizes, and bargain hunters to streamline product discovery
- adding a comprehensive measurements guide to address common customer uncertainties
- information architecture and design: restructured the website to improve navigation and accessibility:
- highlighted new collections within categories
- introduced a “browse by style” feature for intuitive exploration
- made sales campaigns and discounted items more evident through storefront highlights and dedicated filters
- added contextual content like “what’s inside the package” and a “people looking now” feature to enhance decision-making
- usability testing and iteration: partnered with a consultancy to conduct usability tests, uncovering areas for refinement. prioritized insights into a backlog of improvements to ensure incremental growth.
- experience monitoring and optimization: implemented tools like Hotjar for behavior tracking and Optimizely for A/B testing, enabling continuous monitoring and evolution of the shopping experience.
impact and results
This project was a rewarding opportunity to design with purpose—bringing together user needs, business goals, and social impact. working as the sole designer allowed me to take full ownership of the process, from discovery to implementation, and contribute to a platform that makes giving back simpler and more meaningful.
- successfully launched the mvp, creating a foundation for validating the product vision and scaling its features.
- delivered a platform that connected donors and NPOs seamlessly, fostering trust and increasing engagement.
- enabled quick decision-making and a smooth donation experience, addressing key pain points uncovered during user research.
- established a sustainable monetization framework to support future growth while maintaining accessibility for small donors.
other projects
see project
→
see project
→
see project
→
lead ux/ui specialist—
about me
→
f.clstn
OFFICE
Digital nomad, all over
CONTACT
+55 11 99954 - 4450
SOCIAL
Behance
Spotify
Dribbble
© 2026 fredcelestino.com. All Rights Reserved.
Privacy Policy
Impact and results
this project was a rewarding opportunity to design with purpose—bringing together user needs, business goals, and social impact. working as the sole designer allowed me to take full ownership of the process, from discovery to implementation, and contribute to a platform that makes giving back simpler and more meaningful.
- successfully launched the mvp, creating a foundation for validating the product vision and scaling its features.
- delivered a platform that connected donors and NPOs seamlessly, fostering trust and increasing engagement.
- enabled quick decision-making and a smooth donation experience, addressing key pain points uncovered during user research.
- established a sustainable monetization framework to support future growth while maintaining accessibility for small donors.
Case Study
Online store
high-quality luxury bed, bath, and beyond digital products
An omnichannel shopping experience from physical stores to digital commerce. The project involved redesigning the online shopping experience for mmartan, a leading luxury brand in the bed, bath, and kitchen linen segment. despite its market leadership, the company’s online presence in 2016 fell short of reflecting its high-value brand image and delivering a modern e-commerce experience.
Lead designer 2015 – 2017
The challenge
- address website scalability and performance issues that hindered the user experience and sales outcomes
- modernize the digital channel to reflect mmartan’s luxury brand attributes and establish alignment with the company’s four annual collections, akin to a fashion industry cadence
- create an omnichannel shopping experience, seamlessly connecting physical stores with digital commerce
- integrate advanced shopping features such as “pick up in-store,” “delivery from a store,” up-selling, and cross-selling to meet evolving customer expectations
- differentiate the online platform by offering a personalized shopping experience based on user habits and needs, outperforming competitors in the segment
The solution
- product vision: developed a customer-focused vision that positioned mmartan’s e-commerce platform as a cutting-edge, omnichannel experience. the vision emphasized personalization, seamless integration of all company channels, and user-centric features.
“for our customers, who want to shop online for bed linen products, the mmartan store is a modern e-commerce platform that integrates all company channels. unlike direct competitors, our product offers a custom shopping experience tailored to client habits and delivers ideal products based on their needs.”
- user research and insights: conducted in-depth user research and stakeholder interviews to identify pain points and prioritize key functionalities. this effort generated hypotheses for solving both user and business challenges, such as:
- creating a “good for” guide to help users select products based on touch sensation, weather, and occasion
- enhancing product visuals by enlarging designs as part of the content
- developing a new profile area featuring avatars to personalize the user experience
- introducing filters for relevance, bed sizes, and bargain hunters to streamline product discovery
- adding a comprehensive measurements guide to address common customer uncertainties
- information architecture and design: restructured the website to improve navigation and accessibility:
- highlighted new collections within categories
- introduced a “browse by style” feature for intuitive exploration
- made sales campaigns and discounted items more evident through storefront highlights and dedicated filters
- added contextual content like “what’s inside the package” and a “people looking now” feature to enhance decision-making
- usability testing and iteration: partnered with a consultancy to conduct usability tests, uncovering areas for refinement. prioritized insights into a backlog of improvements to ensure incremental growth.
- experience monitoring and optimization: implemented tools like Hotjar for behavior tracking and Optimizely for A/B testing, enabling continuous monitoring and evolution of the shopping experience.
impact and results
The redesigned e-commerce platform successfully positioned mmartan as a leader in digital commerce for luxury linen products:
- improved website scalability and performance, supporting increased traffic and higher transaction volumes
- enhanced customer satisfaction by delivering a more intuitive, personalized, and visually appealing shopping experience
- enabled seamless omnichannel interactions, including “pick up in-store” and “delivery from a store” options
- drove measurable growth through advanced filtering options, sales campaign highlights, and tailored recommendations
- positioned mmartan as a benchmark for luxury e-commerce in its segment
- the company grew +294.5% in e-commerce growth in 5 years, with a 38.2% e-commerce company revenue share in sales B2C.
other projects
see project
→
see project
→
see project
→
lead ux/ui specialist—
about me
→
f.clstn
OFFICE
Digital nomad, all over
CONTACT
+55 11 99954 - 4450
work@fredcelestino.com
SOCIAL
Behance
Spotify
Dribbble
© 2026 fredcelestino.com. All Rights Reserved.
Privacy Policy