prowshop.si
UX/UI Design, Motion Design
Buying drinks should be as enjoyable as drinking them.
Year:
2025
Type:
Professional
Focus:
UX/UI Design, Motion Design
Collaboration:
Specto Design & Dev Team
Example of the brand animation
Succesful order placed animation
The Challenge
The starting point for PROW was a pretty simple question: how do you design a store for people who shop in completely different ways?
Some users land on a site knowing exactly what they want. They just want to find it, add it to cart, and move on. Others need a bit more help. In a category like beverages, that second group is bigger than it might seem, because taste, mood, and preference are hard to reduce to a neat filter system.
That was the tension in this project. Most webshops are built around efficiency. They're usually organised through standard categories, heavy filtering, and product grids that do the job but don't leave much room for curiosity. They're functional, but they can feel flat, especially for people who are still figuring out what they like.
PROW had to do both. It needed to work for confident shoppers who wanted speed, but it also had to support people who were browsing more loosely and needed context to make a decision. At the same time, the experience had to feel like it belonged to the product. Drinking is social. It's tied to occasions, atmosphere, and enjoyment. The store couldn't feel like a cold catalogue.
The aim was to bring those two modes together in one system: fast when needed, exploratory when useful, and playful enough to reflect the brand and the product itself.
Hover animation on the bundle product card
Category filters on the product listing
Context & Position
The project was developed in a professional setting, in collaboration with a internal brand designer and developers who were involved from early on. We started with user journeys and wireframes, then tested the structure internally before moving into the final visual direction.
My role focused on UX and UI. I worked on the product categorisation system, including individual products, bundles, and occasion-based groupings, so users could either navigate directly or discover products more naturally. I also designed the filtering logic and reusable components that were later carried across the whole site.
Because the timeline was tight, the process had to stay grounded. Developer alignment happened early, not just at handoff. We talked through constraints from the start, which helped keep the design realistic and avoided that usual last-minute scramble where good ideas fall apart in implementation.
Search
Design Thinking & Decisions
A lot of the work came down to structure. The catalogue had to support fast navigation without turning discovery into effort. Search played an important role here, with a goal of helping users get to a product within two interactions.
To make browsing feel more open, I introduced several ways into the catalogue. Users could shop by individual product, by bundle, or by occasion. That last one mattered most. Instead of relying only on product knowledge, the platform could guide people through more relatable entry points like gifting, events, or social settings.
Those groupings were given dedicated landing pages, which made the experience feel more guided and less dependent on filters alone. The cards were also designed differently depending on what they were showing. A single product and a bundle don't ask the same thing from the user, so they shouldn't look or behave in exactly the same way. In some places, video previews were used to make the products feel more alive and to show how they fit into a real setting.
Speed came from keeping navigation stable and easy to reach. Filters stayed visible on listing pages, while the main navigation gave quick access to both standard product categories and occasion-based routes through dropdown menus. That helped users move around quickly without feeling lost.
Micro-interactions did a lot of quiet work too. Hover states, motion cues, and click feedback helped clarify what was interactive and what would happen next. They're small things, but when they're missing, you feel it immediately.
Filters
Interactive micro-animations
Iteration & System Expansion
The biggest change during the process was the categorisation model. Early versions leaned more heavily on product type, which made sense on paper but felt limited once we started looking at how less experienced users would actually browse.
Internal feedback made that pretty clear. People who weren't especially familiar with alcoholic beverages didn't always know where to start, and filtering by product type alone wasn't enough to guide them. That's what pushed the introduction of occasion-based categories.
That shift made the experience more intuitive. It gave users a way in that didn't depend on knowing specific terminology or product distinctions. It was especially useful for gift buying, where people often know the situation they're shopping for long before they know the bottle they want.
The direction of the project didn't change dramatically, but it did get sharper over time. Because the timeline was short, some features were intentionally left for later. The first release stayed focused on making the core shopping flow clear, usable, and ready to build.
Navigation dropdown
Navigation through occasions (e.g. wedding)
Outcome & Reflection
The biggest change during the process was the categorisation model. Early versions leaned more heavily on product type, which made sense on paper but felt limited once we started looking at how less experienced users would actually browse.
Internal feedback made that pretty clear. People who weren't especially familiar with alcoholic beverages didn't always know where to start, and filtering by product type alone wasn't enough to guide them. That's what pushed the introduction of occasion-based categories.
That shift made the experience more intuitive. It gave users a way in that didn't depend on knowing specific terminology or product distinctions. It was especially useful for gift buying, where people often know the situation they're shopping for long before they know the bottle they want.
The direction of the project didn't change dramatically, but it did get sharper over time. Because the timeline was short, some features were intentionally left for later. The first release stayed focused on making the core shopping flow clear, usable, and ready to build.