We highlighted Microsoft Clarity as a product built with practical, real-world use cases in mind by real product people who understand the challenges companies like Switas face. Features such as rage clicks and JavaScript error tracking proved invaluable in identifying user frustrations and technical issues, enabling targeted improvements that directly impacted user experience and conversion rates.
At a Glance
Client: DESA
Service: Product Studio (UX/UI Design, Platform Migration Strategy)
Platform: Ticimax
Timeline: < 100 Days (Concept to Launch)
Introduction
As one of Turkey’s most established and prestigious leather and fashion brands, DESA has long been synonymous with quality and craftsmanship. However, in a rapidly evolving e-commerce landscape, legacy prestige must be matched with modern agility.
DESA required a comprehensive digital overhaul to align their online presence with the premium experience found in their physical stores. They partnered with Switas Product Studio to manage the end-to-end UX/UI processes and oversee a critical infrastructure migration to Ticimax.
The Challenge
The project presented a dual challenge of speed and scale.
Platform Migration: Moving a massive SKU catalog and complex customer data to the Ticimax infrastructure without disrupting the user experience.
Aggressive Timeline: The goal was to revamp the web and mobile app interfaces and go live in less than 100 days—a highly ambitious timeframe for a brand of this volume.
Experience Unification: The new design needed to offer a seamless, omnichannel experience that bridged the gap between the mobile application and the responsive web interface.
The Solution
The Switas Product Studio team adopted an agile, high-velocity approach to meet the 100-day target without compromising on design quality.
Strategic UX Overhaul: We moved away from cluttered interfaces to a clean, luxury-oriented aesthetic. We focused on "scannability" and visual hierarchy, ensuring the high-quality product imagery took center stage.
Ticimax Optimization: We designed the UI specifically to leverage the strengths of the Ticimax infrastructure, ensuring that the visual layer and the technical backend communicated perfectly for fast load times and smooth transitions.
Mobile-First Consistency: We created a unified design system that harmonized the Mobile App and Mobile Web experiences, reducing cognitive load for users switching between devices.
Key Features & Improvements
"Speed was the essence of this project. With DESA, we didn't just design a website; we engineered a transition."
Streamlined Navigation: A re-architected menu and filtering system that allows users to find specific leather goods, shoes, and accessories intuitively.
Frictionless Checkout: A simplified payment flow designed to reduce cart abandonment rates, optimized specifically for the Ticimax checkout module.
Visual Storytelling: Enhanced product detail pages (PDP) that allow for high-resolution zooming and rich media, mimicking the in-store "touch and feel" experience.
Performance-Driven Design: All UI elements were optimized for speed, contributing to higher SEO rankings and better user retention.
The Impact
The collaboration between DESA and Switas Consultancy resulted in a record-breaking go-live process.
Rapid Deployment: The entire project, from UX research to the final UI handover and Ticimax integration, was completed and launched in under 100 days.
Modern Infrastructure: DESA now operates on a robust, scalable infrastructure that can handle high traffic volumes during peak retail seasons.
Elevated Brand Image: The new interface successfully communicates DESA's heritage of luxury while providing a cutting-edge digital shopping experience.
