COMMA

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E-SHOP & APP REDESIGN

Rebuilding a premium digital flagship around confident outfit-driven shopping
Comma partnered with Machinas to redesign its e-shop and app into a more premium, inspiring and intuitive digital flagship.

The goal was to elevate the brand online, strengthen outfit-driven shopping and improve the customer journey across homepage, navigation, PLP, PDP, basket and app.

With a cleaner visual language, clearer structure and stronger inspiration modules, the new experience helps customers discover, style and buy with more confidence.
Present meets past
Machinas has been collaborating with Esprit since their on-line store launched in the year 2000. For this time, we’ve been asked to create the whole user journey and visual design for the Rest&Recreation capsule which is inspired on Esprit’s original archives from 1980s and 90s. The collection focuses on promoting the return of Esprit being original & classic and at the same time cool, attracting younger customer groups. Based on the original logo play of the brand, the collection includes colourful items from Esprit’s rainbow-coloured logo and winks to the 80’s newtro feel.
Client
COMMA
Project
Online Store Redesign
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THE CHALLENGE

Comma needed to transform its online shop into a more desirable and commercially effective fashion experience.

The challenge was to improve orientation and reduce friction while bringing the brand values to life across every key touchpoint: modern, minimal, clean, confident and smart.

The redesign had to support customers looking for reassurance, styling guidance and product clarity, while strengthening inspiration through newness, editorial content, Shop the Look and outfit-driven recommendations.

THE SOLUTION

Machinas created a new UX/UI framework for Comma’s e-shop and app, combining elevated brand expression with clearer digital commerce journeys.

The design introduces a cleaner look and feel, improved navigation, stronger visual storytelling and more structured product discovery.

Editorial PLP grids, content tiles and outfit modules help turn browsing into inspiration, while redesigned PDPs bring key product information, reviews, size guidance and recommendations closer to the decision moment.

The result is a flexible digital system built to support brand storytelling, product clarity and confident shopping across devices.

THE IMPACT

The redesigned Comma e-shop gives the brand a more premium, modern and intuitive digital presence.

It improves the way customers move from inspiration to purchase, with clearer journeys, stronger outfit logic and better access to decision-critical information.

By connecting visual elevation with usability and commerce performance, the new experience creates a scalable foundation for higher engagement, stronger customer confidence and future growth across e-shop and app.
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