Ampelmann
Summary
Redesigned Ampelmann's online shop end-to-end, restructuring navigation, product pages, and iconography to turn strong existing traffic into completed purchases while keeping the brand's playful Berlin identity.
Outcome
Final assets were delivered to the development team and shipped into production, replacing the previous layout with a four-section product page (gallery, pricing, sizing, details/reviews) and a filterable, category-based shop.
Turning site traffic into sales for Berlin's most iconic souvenir brand
As Ampelmann's internal designer, I worked alongside an external e-commerce agency to redesign the brand's online shop, ideating concepts, running design sprints, and presenting to leadership before delivering final assets for development. The site had strong traffic but wasn't converting: the goal was a more user-friendly, accessible interface that turned browsing into buying, while staying true to Ampelmann's playful, unmistakably Berlin identity.
Rebuilding navigation, product pages, and visual identity
I restructured the shop's information architecture, dividing products into clear categories and sub-categories, adding filterable buttons and a favorites option, and introducing a search bar in the top navigation. On product pages, I broke the layout into four focused sections (gallery, pricing, sizing, and details/reviews) and redesigned the logo and iconography around a new accent green, giving the whole shop a more organized, cohesive feel.
Beyond the shop
The same brand relationship extended past the website, showing up in the iconography built for the shop and in physical, Berlin-themed products sold both online and in stores.
