Website Redesign for Estonia's Largest Shopping Center
Ülemiste Shopping Centre wanted to update its digital presence to better match its refreshed brand and appeal to its key audiences — families and fashion-conscious shoppers. The goal was to create a website that felt modern, welcoming, and consistent with their new slogan, “Together in one place.”
⚠️ One of the main complexities was that their physical store experience, social media presence, and website all felt disconnected. Lets be honest, for a shopping center, the physical store is the main event.
So how might we use the physical environment as the guiding source of truth and build a digital system that could unify their online touchpoints?
🙋♀️ I worked as a UX/UI designer in an agency team, collaborating directly with Ülemiste’s marketing department. I relied on their existing market research to define the direction and create a structured, scalable design foundation for the project.
Key Responsibilities:
Understanding user needs and expectations based on provided research
Creating UX prototypes for core website pages and flows
Designing modular design system components in Figma
Building the full UI prototype aligned with the updated brand
Handing off the final assets, specs, and documentation to developers
🌱 The redesign played a meaningful role in launching the new Ülemiste brand. By aligning the website with both the physical shopping experience and the updated visual identity, the project helped strengthen brand recognition and attract their target shopper groups more effectively.
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