As the part of company growth, JINS started the brand refresh. The company also wants to redesign the website. Improve overall look and feel and tune up its usability.

I joined in September 2016 as the rebranding development starts by ASA Digital. I took over the website redesign and eCommerce usability. I built a visual direction for a catalog page, after the concept presentation the design was approved and I continued my work for the next 2 month, redesigning the whole website following chosen direction.

the mission

You should be afforded the right to your personal style and individual freedom, regardless of cost. – JINS

Quality should not be a question or surcharge; people just deserve it. You deserve it. Reliability, precision, and peace of mind. That’s why we ensure that our products are of the highest quality – and if something is not up to your standards, then it is certainly not up to ours.

The company’s top management always controls most of the local decisions. They always strive to save brand’s core values and highest product standards with every decision they make. Even so, the project engagement went pretty easy and fast. The client wanted to move fast to keep up with west coast store openings. One of the requests was to have regular in-person meetings, which is how I usually like to work anyways.


I don’t regularly do style guide first. I prefer to go crazy with a few main page designs then align mutual elements and create visual rules out of them. I started with few proposal pages, build style guide and we continued with less visual, more experience oriented pages.

JINS has visual preferences and branding constrains I needed to fit in. The whole website has to be built on Magento. That dictates some of the technical limitations and layout specifics as well. Luckily this is the field I feel very comfortable considering years of WP Based Ecommerce design and development work.  

Every pair of JINS glasses is artfully designed by a team in Tokyo with the passion of Japanese craftsmanship. Everything that involves the brand is very sensitive and should be done with extra care. Therefore we met every week for a few hours discussing design aspects and UX flows. The website redesign went throughout several stages of approval.

When designing for a physical product it’s always fascinating to create it’s virtual character.


My job was finished in 2 months since the first concept presentation. JINS started out development and released the firs version of a refreshed website in next 6 months. During that time JINS opened 3 more retail stores including LA and San Jose, increasing their customer base and expectations for the future of their web store.

It’s too soon to call design results as the website still rolling out its updates. The outcome for the client was pretty obvious though. JINS was able to roll out their brand refresh sooner than planned. The design updated were made in accordance with the new framework and CMS limitations. That way the online store never went off and the update rolled up smoothly.

Buying the Product


According to analytics, nearly %50 of website visits come from mobile devices. Therefore everything we build should look great on portable devices. Every screen and control should work properly.


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