Product Design

Dalika

A kitchen‑appliance marketplace designed to hold up as it grows — more products, more categories, more sellers, without a redesign.
Overview

A store meant to outgrow its first version

Dalika is an online store for large kitchen appliances — sinks, faucets, cooktops, and range hoods. It was built for a real client, not a concept exercise, which meant every design decision had to answer to an actual catalog, an actual sales team, and an actual growth plan.

The brief was explicit about one thing above all: the store had to scale. New products, new categories, and new sellers needed to slot in later without tearing up the structure underneath. I owned the design end to end — research, information architecture, UI, and interactive prototypes — working from that constraint outward.

Role: Product Designer

Platform: Web · Mobile‑first

Tool: Figma

Scope: Research → UI → Prototype

dalika. case study
The challenge

Five problems a bigger catalog would expose

A structure flexible enough to absorb new products and categories without a rebuild. A navigation menu that stays legible as the category list grows. A product page that adapts cleanly to wildly different amounts of content per item. A filtering system precise enough to make a large catalog actually searchable. Seller profiles that build trust at a glance, without turning into a wall of information.
01 — Research

Benchmarking three very different marketplaces

Before drawing anything, I audited three established platforms — Amazon, Alibaba, and Digikala — for how each handled navigation, filtering, product pages, and seller architecture. None of them fit Dalika’s context exactly, but each clarified a different piece of the puzzle.
Amazon Deep, expandable category navigation that stays orderly even with an enormous product range.
Alibaba Supplier/seller-first structure — useful reference for how to present trust signals around a seller.
Digikala Localized filtering and product-page patterns closest to Dalika’s own market and user expectations.
dalika-Research
02 — Approach

Designing for the version of the site that doesn't exist yet

The research pointed to one throughline: rigid, one-off page designs are what break first when a catalog grows. So the direction I set was structural before it was visual —
An expandable navigation menu built to take on new categories without redesign. A modular product-page layout that resizes around however much content a given item actually has. A library of reusable UI components, so future pages assemble from existing parts instead of new ones. A clearer visual hierarchy to keep dense product information easy to scan.
03 — Building the system

Components that carry the
scalability requirement

Two components did most of the work of keeping the site flexible: the filter system, which had to handle several independent variables at once (price, brand, color, product type, availability), and the product slider, reused across the homepage, category pages, and promotional banners.
dalika-prototype
Dalika nav bar
04 — Prototyping

Making the logic visible before it was built

Filtering logic and checkout branching are hard to review as static screens — so I built interactive prototypes for both, mainly to give the client a way to actually click through the logic in review sessions instead of imagining it from a flowchart.
Clickable prototypes turned out to be the fastest way to get real feedback — the client could react to how something worked, not just how it looked.
05 — Responsive

Mobile first, because most shoppers were

A large share of Dalika’s traffic came from mobile, so the interface was designed mobile-first and adapted upward rather than the reverse. That meant prioritizing content on small screens, keeping filters and navigation touch-friendly, cutting visual noise on mobile layouts, and making sure no feature was desktop-only.
06 — Final UI

The interface, assembled

Homepage, checkout, single product, and category listing — built from the same component set the filter and slider work established, so each page reflects the others rather than feeling designed in isolation.
Dalika-final-UI

Note: This project has been delivered to the client. The designs shown in the images and videos represent the version I designed and delivered. The live version may have been updated or modified after handover.

My portfolio

Web Design

Digital Magazine

Graphic Design

About Me

Contact Me

My Portfolio

About Me

Contact Me

Artboard 18

CONTACT ME

brashing@2x
Artboard 14 Telegram
Artboard 15 Linkdin
color-vector@2x