Project 02 · 2025
GiftShop.Club
GiftShop.Club · UX & Web Designer
From outdated catalog to Parisian publishing house: a clearer shop and storytelling platform for souvenirs celebrating the city's iconic institutions.
Live website
Visit websiteThe Brief
GiftShop.Club is a publishing house of souvenirs celebrating Paris's iconic institutions, from Bistrot Paul Bert and Lipp to Savy and Café de Flore. I led the redesign of a dated, generic website into a shop and storytelling platform with a Parisian identity.
Role
UX & Web Designer
Approach
Site audit, information architecture, an MVP roadmap, wireframes, and visual design
The Challenges
Home without range
A video showed only one brand, the map occupied prime space, and neither products nor the Shop entry point were easy to see.
Browsing by filter alone
The shop had no visible category bar or prices. Oversized cards meant only a few products appeared at a time.
Partners reduced to pins
The institutions map did little to introduce unfamiliar brands, while a long list of names took up space.
Products below the fold
On brand pages, logos, maps, and history used roughly 60% of the space before visitors reached the products.
Stories without rhythm
Entries blurred together, and long articles gave readers few ways to scan or return to shopping.
Audit First. Design Second.
I broke the site into five areas — Home, Shop, Institutions, Brand Pages, and Stories — and paired each issue with a solution in an information architecture map. That map became a roadmap with an MVP for each area. I wireframed the About, Story, and Product page types before moving to high fidelity. Every design decision traced back to a documented problem, rather than decoration.
- Home → Show the range of collections, the purpose of the store, and an unmistakable path to Shop.
- Shop → Surface departments, Trending, and Best Sellers alongside prices and a denser product grid.
- Institutions → Remove the map and make partner identities recognizable at a glance.
- Brand pages → Keep the introduction brief and give related products most of the page.
- Stories → Separate entries, shorten the reading path, and connect stories to products.
The Redesign
The redesign treats discovery, shopping, and storytelling as one journey. The home page introduces the publishing house and its partners before guiding visitors into collections; the other page types keep products close to the stories and institutions behind them.
- Home → A featured collection, curated categories, Trending Items, partner highlights, and a prominent Shop link put products within the first screens.
- Shop → Departments, Trending, and Best Sellers move out of filters. Visible prices and smaller cards help visitors scan more products; multiple angles and 360° views were planned.
- Institutions → An 18-logo wall with a “View all” link replaces the map, giving each partner its own recognizable identity.
- Brand pages → A name, logo, and brief background introduce each institution; related products take the lead below.
- Stories → A separated story grid, concise text, highlights, quotes, image collections, and related products make the journal easier to browse.
The Outcome
Cutting the unhelpful map, clarifying navigation and grids, and giving the brand's heritage a visual voice made the route from discovery to purchase easier to follow.
−35% bounce rate
Clearer navigation and product grids kept visitors exploring.
+42% session duration
Stories and institution pages held attention longer.
+28% conversion
A simpler path from discovery to purchase.
20+ collaboration inquiries
The refreshed platform and partner showcase positioned GiftShop.Club as a cultural publisher.