Ayce
Ayce operates five physical locations, each with its own stock, customer profile and rhythm. Together, they create a varied in-person experience that a single storefront needed to respect.
Taking the business online raised a key question: how could one store extend Ayce’s reach without making the locations feel interchangeable or splitting the brand across five separate storefronts?
I designed one e-commerce experience spanning 11 product categories. The online store supports browsing and ordering, while the five locations remain important places to visit and experience the brand.
What the Storefront Had to Balance
The design needed to reflect Ayce’s day-to-day realities while giving customers a clear online shopping journey. Four considerations shaped the experience.
Each location has its own stock, footfall and customer profile. The storefront needed to work for the wider business without treating every location as identical.
Local Variation
The 11 categories needed a clear catalogue structure so customers could explore the range without facing one long product list.
A Broad Product Range
One Connected Brand
Creating separate online stores for each location risked fragmenting the brand and shopping experience. A unified storefront kept product discovery in one place.
The three-step checkout separates delivery details, order review and payment, giving customers a chance to check their order before paying.
Confidence at Checkout
Problems
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Five locations, each with different stock, footfall and customer needs.
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Ayce needed one online storefront that could bring them together without treating them as identical.
Solutions
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Created one connected shopping experience for all five locations.
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Organised 11 product categories into a clearer catalogue.
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Designed a three-step checkout for delivery details, order review and payment.
Results
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One unified storefront for Ayce’s five locations.
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A clearer path from product discovery to checkout.
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A consistent brand experience that accounts for local variation.
A shared storefront can feel consistent without making every location feel the same
LEARNINGS
Designing for Ayce showed me that consistency and uniformity are not the same thing. The shopping journey needed to feel cohesive while still reflecting the different realities of each location. That balance became central to the experience.