While the founder of SikSilk expressed contentment with the original design, there was a desire to streamline the user journey and infuse modern elements into certain parts. To accomplish this, I conducted a comprehensive UX audit and delved into SikSilk’s Google Analytics and HotJar data to pinpoint user pain points.

From an aesthetic standpoint, the website adheres to a minimalist approach. This not only directs attention to the clothing line but also ensures that the design remains resilient against evolving trends.