By The Namesake’s e-commerce – Bruno Ferreira da Silva

TL;DR

Redesigned By The Namesake’s e-commerce and digital customization platform, prioritizing the Jacket Builder as the core product. Created a scalable, step-based flow that simplifies leather jacket customization while preserving luxury brand storytelling. Delivered measurable improvements in engagement, conversion, and operational efficiency.

Context

Transforming By The Namesake’s online experience into a scalable Jacket Builder that merges luxury storytelling, guided customization, and seamless e-commerce usability.

By The Namesake provides bespoke leather jackets with multiple layers of customization. The project goal was to bring atelier-level craftsmanship into a digital experience, combining editorial storytelling with functional e-commerce and interactive product configuration.

The problem

Complex customization without clarity or flow

The previous digital experience failed to reflect the brand’s premium positioning while supporting complex customization. Key high-level issues included:

Overly complex and fragmented customization workflows
Lack of guidance for users during multi-step decisions
Poor integration between editorial storytelling and conversion flows
Unstructured product architecture that limited scalability

The challenge was to reimagine the digital experience as a product, not just a website, aligning usability, brand, and operational efficiency.

By The Namesake mobile experience across shop, builder, and checkout

My role

Led end-to-end UX and product design strategy
Defined experience foundations and interaction models
Conducted client-aligned UX benchmark analysis
Designed step-based Jacket Builder flows
Created scalable design system foundations for customization components

Process & key contributions

01Problem framing & research

Reviewed client vision and approved reference benchmarks
Synthesized findings to define experience and product goals
Identified friction points in customization and conversion flows

ResultClear definition of project scope, priorities, and success criteria.

Benchmark of five custom-apparel brands, with the key takeaways for the Builder

02Experience architecture

Defined sitemap, navigation, and step-based customization hierarchy
Created a responsive layout strategy (mobile-first, tablet, desktop)

ResultA scalable information architecture and interaction model for multi-layered customization.

High-level navigation, page requirements, and the mobile Try at Home page

03Builder flow & interaction design

Step-by-step customization for jackets: style, leather, hardware, lining, details
Progressive disclosure and visual feedback at every action
Integration with editorial storytelling to maintain a luxury narrative

ResultSimplified user decision-making, reduced cognitive load, and increased confidence in the purchase journey.

Product page wireframe and three steps of the Jacket Builder

04Design system foundations

Created reusable UI components for customization flows
Standardized typography, spacing, and interaction patterns
Ensured consistency across all e-commerce touchpoints

ResultA scalable foundation for future customization features and product expansion.

Design system foundations: typography, colour, components, and the cart they power

Outcomes & impact

+28%
customization engagement: After introducing step-based flows and visual guidance; +35%
checkout completion: By reducing friction and clarifying decision points

Cognitive load: reduced through progressive disclosure and clearer hierarchy
Operational efficiency: a scalable design system enables faster rollout of new product variants
Brand experience: preserved luxury narrative while enabling functional customization

Why this matters

This project demonstrates the value of senior product design in complex, premium experiences:

Translating a high-touch physical product into a digital system
Balancing brand storytelling with functional usability
Designing scalable experiences for complex product configurations
Creating measurable business impact via engagement and conversion improvements

Final reflection

The By The Namesake project highlights the strategic and tactical role of a senior product designer: not just delivering screens but defining product systems, solving operational and user-experience complexities, and ensuring measurable outcomes. The Jacket Builder is now a repeatable, scalable model for luxury digital customization experiences.

Check the product live

Explore the final experience and see how strategy, usability, and product thinking came together in a real-world product.

Visit website